IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v22y2021i1p184-196.html
   My bibliography  Save this article

Positioning Implications for Chocolate Brands: An Attribute-based Approach

Author

Listed:
  • Neena Sondhi
  • Deepak Chawla

Abstract

The present article is exploratory in nature and studies the attributes that an Indian chocolate consumer considers while making a chocolate purchase and based on this the present article establishes the position of the popular chocolate brands on these select attributes. The study was conducted on 311 chocolate consumers in the National Capital Region (NCR). An exploratory factor analysis revealed two principal factors and further an attribute-based perceptual map was plotted on the identified factors. It was found that regardless of their demographics, Indians are increasingly preferring chocolates over traditional sweets and are consuming it both as a snack food and as a dessert. The attribute-based perceptual map had significant implications for the national and international brands available in the Indian marketplace.

Suggested Citation

  • Neena Sondhi & Deepak Chawla, 2021. "Positioning Implications for Chocolate Brands: An Attribute-based Approach," Global Business Review, International Management Institute, vol. 22(1), pages 184-196, February.
    • Handle: RePEc:sae:globus:v:22:y:2021:i:1:p:184-196
    DOI: 10.1177/0972150918795360
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150918795360
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150918795360?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. L. Zarantonello & H.T. Luomala, 2011. "Dear Mr. Chocolate: Constructing a Typology of Chocolate Consumption Experiences Through Qualitative Diary Research," Post-Print hal-00799085, HAL.
    2. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
    3. Deepak Chawla & Neena Sondhi, 2016. "Local versus global brand preferences amongst urban Indian chocolate consumers: an empirical study," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(4), pages 508-533.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Deepak Chawla & Neena Sondhi, 2016. "Attitude and Consumption Patterns of the Indian Chocolate Consumer: An Exploratory Study," Global Business Review, International Management Institute, vol. 17(6), pages 1412-1426, December.
    2. Maggioni, Isabella & Sands, Sean & Kachouie, Reza & Tsarenko, Yelena, 2019. "Shopping for well-being: The role of consumer decision-making styles," Journal of Business Research, Elsevier, vol. 105(C), pages 21-32.
    3. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    5. Shobeiri, Saeed & Laroche, Michel & Mazaheri, Ebrahim, 2013. "Shaping e-retailer’s website personality: The importance of experiential marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 102-110.
    6. Chao-Hung Wang & Li-Chang Hsu & Shyh-Rong Fang, 2009. "Constructing a relationship-based brand equity model," Service Business, Springer;Pan-Pacific Business Association, vol. 3(3), pages 275-292, September.
    7. Alden, Dana L. & He, Yi & Chen, Qimei, 2010. "Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies," Journal of Business Research, Elsevier, vol. 63(1), pages 38-44, January.
    8. Lee, Kyungwon & Hakstian, Anne-Marie & Williams, Jerome D., 2021. "Creating a world where anyone can belong anywhere: Consumer equality in the sharing economy," Journal of Business Research, Elsevier, vol. 130(C), pages 221-231.
    9. Savita Hanspal & P. Raj Devasagayam, 2017. "Impact of Consumers’ Self-Image and Demographics on Preference for Healthy Labeled Foods," SAGE Open, , vol. 7(1), pages 21582440166, January.
    10. Baker, Thomas L. & Chari, Simos & Daryanto, Ahmad & Dzenkovska, Julija & Ifie, Kemefasu & Lukas, Bryan A. & Walsh, Gianfranco, 2020. "Discount venture brands: Self-congruity and perceived value-for-money?," Journal of Business Research, Elsevier, vol. 116(C), pages 412-419.
    11. Lloyd, Alison E. & Yip, Leslie S.C. & Luk, Sherriff T.K., 2011. "An examination of the differences in retail service evaluation between domestic and tourist shoppers in Hong Kong," Tourism Management, Elsevier, vol. 32(3), pages 520-533.
    12. Al-Kilani, Shaymaa & El Hedhli, Kamel, 2021. "How do restaurant atmospherics influence restaurant authenticity? An integrative framework and empirical evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Haj-Salem, Narjes & Chebat, Jean Charles & Michon, Richard & Oliveira, Sandra, 2016. "Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity," Journal of Business Research, Elsevier, vol. 69(3), pages 1219-1227.
    14. Massicotte, Marie-Claude & Michon, Richard & Chebat, Jean-Charles & Joseph Sirgy, M. & Borges, Adilson, 2011. "Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 74-80.
    15. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    16. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    17. Li, Jie & Huddleston, Patricia & Minahan, Stella, 2021. "International retail format transfer: A comparison study of Australian and U.S. warehouse club members," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    18. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    19. Sun, Tao & Tai, Zixue & Tsai, Ke-Chuan, 2009. "The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 360-366.
    20. Mark Ng & Monica Law & Ka-fu Kevin Lin, 2024. "Determinants of smartphone brand switching intention of consumers in Hong Kong," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 275-289, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:22:y:2021:i:1:p:184-196. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.