Chocolate Bar Industry Essay

Chocolate is a worldwide snack that has been around since 1400’s (Szogyi 1997). According to Albright (1997), both Cacoa and America has been discovered around the same time. Chocolate is a mixture cocoa, sugar, cocoa fat, milk fat and many other ingredients (Fao, 1992). It’s a homogeneous product sold all over the world in a billion euro industry (Badiner & Hill, 2013). Chocolate is very popular food product, according to a focus group research Monaco, Ollila and Tuorila (2004) conducted, it appears that people purchase chocolate bars as an incentive to oneself. Thus, like a personal reward. The results further showed how price increase did not affect the buying behaviour of consumers. However, a higher price range may be a cue for consumers to expect a high quality product (Dransfield, et al. 1998). In a world were the food product is frequently purchased and price is not necessarily an issue, the chocolate bar industry is highly competitive. Since the product is very similar within the market, companies need to find ways to still sell their products. The perception of consumers is influenced …show more content…
Berlyne (1970) developed a theory where he argues that consumers are more satisfied with a moderate design complexity. His theory argues that there needs to be a good “in between” of too little and too much uniqueness. Thus, there needs to be a good balance of factors for the package to be desirable for consumers. Furthermore, the importance of packaging cannot be neglected because the safety of the food product depends on the material quality of the packages (Feichtinger, Zitz, Fric, Kneifel & Domig, 2015). They further state that the chosen material needs to be of good quality for hygiene reasons. Consequently, the importance of packing cannot be underestimated. Colours have the power to captivate attention, and products that grab the initial attention are often the product that consumers