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CONSUMER BEHAVIOUR PROJE

ON

CHOCOLATESAT

LE MARCHE

GROUP :

ORDER OF THE

PHEONIX

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Floor Store Personnel Products

Ground 4-manage products,

2-assist customers, 1-Head supervisor

Chocolates, bakery & m

Basement 3-Helpers, 1-Supervisor Confectionary & G

First Floor 3-Helpers,1-Supervisor Cosmetics & Groomi

Le March Retail is a Rs 40 crore company

Le March store was first opened in Vasan

Vihar, New Delhi in 1989.

A complete food store, with products rang

from everyday groceries to exotic importsacross the globe.

7 exclusive outlets catering to the require

of discerning customers in Delhi and the N

Le Marche

Chocolates of all types were placed near the

entrance.Premium chocolates placed on upper shelve

Low end & Indian brands of chocolates on lo

shelves.

Large packs of premium chocolates were pla

the top shelf of central aisle.

No In-store promotions.

Takes orders on phone, free delivery within

Existing Retail Strategy

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External Factors

Culture- No Much Influence

- Some Festivals and Occasions requirebuying

Sub Culture- Consumption of beef and porkno

- Gujaratis dont care about expenditufood

Family- Buying is linked with emotions

- Quality and choice matters a lot

Group- The most important factor

- Norm of gifting chocolates

- Ritual of having Gems after lunch

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INTERNAL FACTORS

PERSONALITY(CARL-JUNG MODEL)

LIFESTYLE(VALS SYSTEM)

SELF CONCEPT

25%

25%

LIFESTYL

Sensing -Feel ing Sensing-Think

67%

0%

Personality Class

Achiever Striver Exp

Independent

33%

Self Concept

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INTERNAL FACTORS INFLUENCING PURCHAS

MOTIVATION

ATTITUDE Motivation

Important part of lifeandpersonality(58.3%)

Uplifts mood ,selfgratification (83%)

Celebrate smallerhappiness andachievements

Maslow Hierarchy-SAFETY

Marketing Implication

EmotionalAdvertisements

Repeated Exposureto positive-emotion-eliciting ads

Focus on UserImagery

Associate ads withcelebratingoccasions-first crush,everyday moments

High

Affective7

59%

Moderate

Affective

33%

Low

Affective1

8%

Affective component

High Affective

Strongly agree that they likethe taste

Strongly agree that thesweetness is apt

Strongly agree that it helpslifting up their mood

Strong emotional connectwith the brand

Moderate Affective

Agree/Strongly agree thatthey like the taste

Agree/Strongly agree thatthe sweetness is apt

Agrees that it helps liftingup their mood

Connects with the brand

Agretast

Agreapt

It dthei

Poobran

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High

Behavioral

38%Moderate

Behavioral

62%

Behavioral ComponentHigh Behavioral

Component

Is brand Loyal

Frequent consumer ofchocolate-heavy user

Recommends thefavourite brand to friends

Buys the favouritechocolate everytimes shehas to buy a chocolate

Moderate Behavioral

Component

Is not that brand loyal

Heavy/medium user ofchocolates

Recommends thefavourite brand to friends

May buy or may not buythe favouritebrand.Impulse shopping

LEARNINGOperant Conditioning

High brand loyalty

Repeat purchase offavourite brand

Outcome-Moodupliftment

Iconic Rote Learning

Impulse buyers

Not brand Loyal No conditioning is

involved

Marketing Implic

Operant Conditio

Offer consistent q

product Free product sam

/Introductory cou

Focus on store Int

Iconic Rote Learn

Repeat ads

Catchy jingles/slogans/imagery

PERCEPTION

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Consumer Decision Making Process

Problemrecognition

Need Based

Emotion Based

InformationSearch

MostlyInternalsearch

External:Friends, SalesPersonnel ,Advertisement

Alternativeevaluation

Attribute basedchoice

Conjunctive,

CompensatoryDecision Rule

Purchase

OutletSelection:Modern TradeRetail (ImpulseBuying)

Local Store (Low priced

brands)

Risk

PsychologicalRisk

Social Risk

Physiological

Risk

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Changes in Retail Strategy

more variety and medium sized pakept at eye level to enhance impulsePlacement ofchocolate packsBTL Strategies

Chocolate exhibition in the storefor variety seeking cons

Promotional wobblers within the storeTo grab attention Free samples during festive seasonsAs people buy choco

Tasting the sample will reduce their social risk

To promote the brand and engage conthe brand. Free home-delivery can also

Online Store

An extension of the product line can beinstalling a home-made chocolate stall rthe store. It will grab attention and incre

Home-madechocolates

Product line extension and creating poidifferentiation for the store

Acquire selectivedistribution of

imported chocolates

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Promotional StrategyEvents

Co-creation activities like recipe of the day and recipe of th

engage customers Dummy Chocolate cars, value added packs for occasion-b

For inter-dependent Customers

Social Indulgence: image or message appended to chocola

Social marketing

Facebook Page, Interactive website, reward with discount special offers

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Promotion Via Print Media & Bill Boar

7 Deadly Sins depicts the

following:

Psychological Need: craving and

indulgence

Internal Influence:motivation,affective component, emotional

safety

Operant Learning

Celebrate. Love. Ha

depicts the following

Social Need: joy of g

External Influence: fpeer

Internal Influence:

Experiencer, affective

behavioural compone

Iconic Rote Learning

Minimalistic Poster

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