Kit Kat Consumer Behaviro

ANALYSING THE CONSUMER BEHAVIOUR

After understanding the marketing mix of Kit Kat and Nestle, it was important for us to study the consumer behaviour, buying motives and the decision making process of the consumers in our study. So we created a survey for this purpose which can be found on http://FreeOnlineSurveys.com/rendersurvey.asp?sid=t5b5pcbrfqo44o1629831. In all the survey got 96 responses. From the data collected we will try to understand how the various marketing mix factors influence the customer buying behaviour and vice versa.

Kit Kat and other chocolates are usually consumed by youth and children. For our survey the maximum number of respondents lies in the age group of 16 to 25. This is a valid sample as for children most of the buying motives are impulsive purchases. Through this analysis we can hope to get a glimpse inside the mind of the rational youth who chooses one chocolate over the other and thus gain valuable insights for the product.

From the data we see that a whopping 93% of the respondents lie in the age group of 16 to 25 years. This is an important segment for the marketer of chocolates as it can give high returns if tapped correctly. Most of these respondents were students which once again is an important segment as with influence from peer groups and the natural student lifestyle, there is high chocolate consumption among them.

From the 96 respondents only about 16 per cent prefer Kit Kat over other chocolates. There are a few consumers scattered across other chocolates. About 29 per cent of the respondents had varied preferences which are reflected in ‘Others’. This is not surprising as Chocolates are a consumer good for which customers may have very particular preferences. Also, for a good like this, consumers may have frequently changing tastes in short periods. What is interesting is that a good 37 per cent prefer Dairy Milk over all other chocolates. From the next question in our survey we see that Dairy Milk has...