Impact of Buyer Behaviour and Brand Loyalty on Brand Preference of Chocolates (A Study on Consumer’s Perception in Chennai City)

Chocolate is consumed by several people all over the world. Chocolate is made out of cocoa which brings delight to its consumers. Consumer’s buying behaviour has drawn an impact on designing marketing strategies to create brand preference. Several brands available in the market are laying attention on the consumers to reap the benefits of repeat sales that increases brand loyalty of customers. Brand preference denotes the brand that is preferred under expectations of equality in price and availability. The main aim of this study is to understand the consumer’s perception, buyer behaviour, brand loyalty and brand preference towards chocolates. Data had been collected with the help of structured questionnaire which comprised of two parts. Part I dealt with demographic profile of the respondents and part II dealt with the perception of consumers relating to buyer behaviour, brand loyalty and brand preference as regards chocolates. Questionnaire was circulated among 100 respondents in the city of Chennai. Simple percentage analysis was used to find out the demographic profile and perception of the respondents. Chi-Square test was used to find out the association between the occupation and the brand loyalty of consumers with respect to chocolates. Factor Analysis revealed that the major factors influencing brand preference were brand awareness, brand appearance, emotional attachment and brand experience