Analyze the chocolate market.
• Chocolate is often used for gifts
• The importance of the brand is high for the consumer
• The packaging of chocolate is very diverse
• Seasonality differs among countries
• It has international potential
• The purchasing behavior in the chocolate market is very high
• Pralines, which are a rather high-class form of chocolate are luxury items, however accessible to everyone
• The prices for chocolate are very attractive for consumers
• Chocolate has different forms as filled or not filled bars, drinks, or pralines. This is a way to attract consumers at any age and with different preferences.
• It is a very well advertised market
What is the consumer behavior in the chocolate market?
Consumers are very demanding and desire variety, what the chocolate market is able to give. In all the mentioned countries chocolates are most often purchased as gifts during seasonal holidays. Nonetheless, the consumer behavior internationally is different in every country.
Belgium:
• It is the birthplace of chocolates and has the strongest consumption.
• 60 percent of purchases are offered as gifts and consumers distinguish between chocolate for self-consumption and chocolate for a gift.
• Chocolates have become more comparable to flowers than to luxury gifts.
• The Godiva chocolates are not considered any different from the competitor chocolates.
France:
• French people prefer a different type of chocolate than the ...