Академический Документы
Профессиональный Документы
Культура Документы
Prepared for
BISCONI
Prepared by
•Prince is the most often consumed brand (50%), followed by Cocomo (23%)
• Previous & current usage of Prince, Rio & Cocomo is the same
Brand consumed last week
• Prince is the most consumed brand (73%), followed by Rio (41%) and Cocomo (40%)
Brand consumed last week
By age groups
• Whereas, among Non Users as well Prince is the most consumed brand (64%)
Reasons of switching previous brand
Chocol
Cocom Jam Love Chip ate
Rio Prince o Heart Bear Oreo Rite letter munch cookies
Base 28 25 8 4 2 2 13 6 3 5
Low quality chocolate 4 16 0 0 0 0 15 0 0 0
Choclate was not tasty 7 8 0 25 0 0 8 0 33 0
Too much chocolate 4 0 0 0 0 0 0 0 0 0
Bitter taste 18 8 0 25 50 0 69 0 33 60
Hard choclate 4 0 0 0 0 50 0 0 33 0
Less quantity of choclate 7 8 13 0 0 0 0 0 0 20
Too much sweetish 7 0 0 0 0 0 0 17 0 0
Tasteless jelly 4 0 0 25 0 0 0 0 0 0
Broken biscuits 4 0 0 0 0 0 0 0 0 0
Not crispy 4 0 0 0 0 0 0 0 0 0
Only like cocomo/use
only one brand 4 0 0 0 0 0 0 0 0 0
Designs are not
attractive/good 4 0 0 0 0 0 0 0 0 0
Dark chocolate color 0 4 0 0 0 0 0 0 0 0
Rare availability 0 0 13 0 0 0 0 0 0 0
Overall 61% of respondents showed their intention to purchase Prince in future, followed by those who would
like to purchase Cocomo (33%) & Rio (27%) . Similar pattern was observed among all age groups.
Among Users majority (81%) would like to purchase Cocomo in future, followed by Prince (45%) & Rio (34%)
Among non users majority would like purchasing Prince (70%), followed by Rio (23%)
Level of likeness of Brands
Overall – Top 2 boxes
Among chocolate cream biscuit brands, likeness of Rio , Prince and Cocomo brand is high
Occasions of Biscuits Consumption
Overall biscuits are consumed mostly in school/college (81%), during play (36%) & with friends (34%)
As highlighted earlier as well, Rio, Prince and Cocomo are three brands that are consumed the most and
the time of consumption is mostly in school or college
Drivers of Brand Selection
Cocomo
5-8 9-12 13-18 Cocomo non
Overall Yrs Yrs Yrs users users Male Female
Base 140 51 42 47 53 87 72 68
Taste of Chocolate 97 100 93 98 94 99 97 97
Size of Biscuits 44 47 55 30 40 46 50 37
Cartoon 35 45 36 23 36 35 36 34
Advertisement 30 33 38 19 40 24 29 31
Influence of friends 25 29 33 13 36 18 31 19
Packaging 11 8 17 11 19 7 13 10
Low price 8 4 14 6 8 8 4 12
Friends advise 4 4 5 4 6 3 6 3
Taste of chocolate & size of biscuit are the most important drivers for brand selection among all
respondents
Significant difference was observed among Users & Non users as far as packaging is concerned
Chocolate biscuits – Liking Reasons
Reasons for liking Chocolate biscuits
13-18 Cocomo Cocomo
Overall 5-8 Yrs 9-12 Yrs Yrs User non user Male Female
Base: All respondents 140 51 42 47 53 87 72 68
Chocolate 84 90 83 77 89 81 86 81
Taste 74 75 71 77 72 76 79 69
Attractive packaging 10 4 17 11 8 12 8 12
Printed cartoons 8 4 7 13 6 9 8 7
Quality 5 4 10 2 6 5 4 6
Taste 4 4 2 4 2 5 3 4
Filled chocolate in the biscuits 3 2 5 2 0 5 6 0
Chocolate 1 0 0 2 0 1 0 2
Chocolate is the major reason for liking any brand of chocolate biscuit. Cocomo users
like because of central filled chocolate
Purchase behavior
Respondents mostly purchase biscuits from Kiryana Store (61%), Departmental Store (31%) & School
Canteen (24%).
A high percentage of females & 13-18 yr olds are buying from school canteens.
For Rio & Prince, awareness of Tikki Pack and half roll is very high. Whereas awareness of pouch is high
for Cocomo and love letter
SKU’s Consumption
High Consumption of Rio and Prince tikki pack was observed. While in Cocomo, consumption of pouch
was high
Cocomo Advertisement
Base : 47
Place/ medium where seen the advertisement Contents of the recalled
Contents %
Uncle was preparing Cocomo. Kid was playing and 81
come to the factory after smelling the aroma of Cocomo
and Uncle gives him .
Cartoon Printed
Rite
Taste of chocolate is bitter
Respondents associated Rio, Prince &
Cocomo with tasty chocolate & good flavor
Qualities of Brands
Good flavor is more strongly associated with
Rio & tasty chocolate is more associated with
Prince & Cocomo
Overall in the chocolate biscuits category Rite has strong negative associations because of its chocolate taste
and dark color
Consumers have complains about less chocolate in Cocomo and Chip Munch having bad taste
Media Habits
Channels watched most often
5-8 9-12 13-18 Non
Overall Yrs Yrs Yrs User User 75 % of the respondents watch cartoons .
Base 139 51 42 46 53 86 Cartoon watching trend is higher among 5-
Sony 77 90 93 48 87 71 12 yrs age group as compare to teenagers.
Star Plus 40 37 33 50 55 31 Viewer ship of cartoons among Cocomo
Nickaloden 36 43 45 20 49 28 users is 91% whereas non users have 66%
PTV National 12 6 17 15 9 14
Geo Entertainment 9 4 10 15 4 13
Hum TV 7 8 7 4 6 7
The Musik 6 0 5 13 4 7
Cable channels 5 0 2 13 4 6
5-8 9-12 13-18 Non
Overall Yrs Yrs Yrs User User Male Female
Cartoons watched Base 105 43 36 26 48 57 54 51
Tom & Jerry 85 91 78 85 90 81 80 90
Mr. Beans 44 37 50 46 56 33 44 43
Scooby Dooby Doo 32 33 33 31 40 26 22 43
Ben 10 31 28 44 15 31 30 43 18
Popeye the Sailor 30 26 36 27 46 16 20 39
Richee Rich 24 21 39 8 29 19 28 20
Bay Blade 22 12 33 23 13 30 32 12
Pink Panther 18 23 19 8 21 16 15 22
Loney Tones 17 16 22 12 29 7 11 24
Power Puff Girls 12 16 8 12 19 7 9 16
Ultimate muscles 10 9 11 8 10 9 6 14
Media Habits
About 11% of the respondents
listen radio