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Consumer Behavior: Survey on Chocolate

We are four students from UC3M conducting a brief study as part of our Consumer Behavior class. We would be grateful if you could take 5 minutes to answer a few questions for our research. Rest assured, all responses will remain anonymous and are solely for academic purposes.

Thank you for your participation!

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Survey on Chocolates
1

Please state your age.

Select one answer
Survey on Chocolates
2

Please state your gender.

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Survey on Chocolates

You will now see pictures of the packaging of three different chocolate brands. Please take a look at each package, but be aware that the next page has a time limit of 1 minute. So:

- please start the timer before looking at the pictures

- take a look at the front and the back of these different packages

- click on one picture to progress to the next slide!

Survey on Chocolates
3

Write your question here

Select one image answer
Survey on Chocolates
4

Please select the chocolate you would choose to purchase.

Select one answer
Survey on Chocolates
5

Please explain why you made the choices above and how you came to these personal conclusions.

Survey on Chocolates

Now, please read the following texts for each chocolate brand. These informative texts provide more details about the brands’ values, ethics and product quality. All of these texts were abstracted from each brand's online webpage.

Survey on Chocolates

Brand 1: Milka

"Milka is one of the world’s most beloved – and recognizable – chocolate brands. Made with Alpine milk, Milka has been delighting consumers in Germany and beyond since 1901. The brand, with its unique lilac-colored packaging and Lila, the Milka cow, have a dedicated “cow-munity” of adoring fans around the world!"

Facts about the brand:

- Milka is being sold in over 15 countries

- 150,000 Milka products are sold each hour around the world

- the brand name Milka is derived from its two main ingredients: MILch (milk) and KAkao (cocoa)

- In 1901, Milka is registered as a trademark by Chocolate Suchard and launched in a lilac-colored wrapper.

 

Brand 2: Nu (FairTrade)

"Indulgent. Simple. Chocolate.

Our story begins in 2012, when years of inspiration and effort come to life for three family members. Co-founders and family members Jordan Brown, Jason Karp, and Jessica Karp are inspired by both early wellness pioneers and their own personal health journeys. This brings to life Hu Kitchen, their paleo-inspired fast-casual restaurant in New York City – a unique concept channeling unwavering ingredient simplicity into unbeatable taste. Hu Kitchen is where the Hu food philosophy started and where the decadent, indulgent chocolate line began.

Hu Chocolate uses the same unwavering ingredient guardrails we championed at our Hu Kitchen restaurant. Our organic, Fairtrade dark chocolate is made with just 3 simple and familiar ingredients – cacao, unrefined coconut sugar, and cocoa butter. We avoid things like refined sugar, lecithins, sugar alcohols, and palm oil. Not to be missed are our crave-worthy Salty Dark Chocolate and creamy Nut-Butter-Filled bars – all decadent, indulgent eating experiences that deliver on both taste and ingredient simplicity.

No Weird Ingredients. Ever.®"

 

 

Brand 3: Dia Chocolate

"We are Grupo Dia, the leading network of convenience stores with over 3,300 locations in Spain and Argentina. We are the neighbourhood shop, providing a convenient, fast, and comprehensive shopping experience close to home, offering high-quality products at affordable prices, both through our physical stores and our online channel.

Our first Dia store opened its doors in Madrid in 1979. Today, four decades later, (...) we have built a company that has been listed on the Spanish stock exchange since 2011 and achieved a turnover of €6.759 billion in 2023.

To achieve our purpose, we rely on a strong network of suppliers, with 96% of our purchases made locally. This allows us to offer our more than 10 million loyal customers worldwide accessible and affordable food (...)."

The products by "Temptation de Dia" is Dia's own product line and is only featured in these stores. This chocolate bar offers the best price in the chocolate and bonbons section. 

Survey on Chocolates
6

Did these texts provide any new information that changed your perception of the brands

Select one answer
Survey on Chocolates
7

After reading each informative text, which chocolate would you choose to purchase?

Select one answer
Survey on Chocolates
8

Did the informative text change your choice? If so, why?

Survey on Chocolates
9

Do you believe that taking time to read the texts allowed you to consider different factors, such as ethics or product information, more thoroughly?

Select one answer
Survey on Chocolates
10

Please share any other thoughts or factors that influence your decision when purchasing chocolate.

Survey on Chocolates
11

Thank you for taking the time to participate in our study. Your responses will help us better understand how consumers make decisions under different conditions. If you would like to receive a summary of the study results, please provide your email below.