Market Segmentation for Chocolate in Belgium and Poland

The aim of this study is twofold. First, to investigate the perception of chocolate based on attribute importance and benefit beliefs among Belgian and Polish consumers. Second, to examine the impact of the individual characteristics of consumers on their perception of chocolate. Making cultural comparisons provides important understanding as well as practical applications to marketing. Sub-cultural design (six cities in total) was chosen as the most appropriate in complex societies where indigenous groups share influences on patterns of cuisine, food preferences and choices. Belgium serves as an example of the country with two dominant cultures (Dutch and French). In Poland, the sub-cultural differences in consumption patterns are less visible. In this study we have an opportunity to test this assumption. The comparative research is synchronic, i.e., makes comparison at one point in time. The market survey is based on exploratory research and literature. Data evaluation by factor, cluster, and discriminant analysis is implemented. Results show a clear difference between Belgian and Polish respondents in their behaviour and attitude towards chocolate. The greatest disagreements occur in importance attached to augmented (package, price, novelty) characteristics of chocolate products and perception of health consequences by consumption of chocolate. Other major discrepancies lay in anticipation of affective reactions from chocolate (e.g., addiction) and preferences for chocolate varieties. Segmentation to five major clusters leads to more detailed comparison and may allow positioning of fondant chocolate in the target market.