Consumer Behavior Snickers
Consumer Behavior
Snickers
Table of Contents
Chapter 1.General presentation of the brand. 1
Chapter 2.Perception test. 5
Chapter 3.Chinese test 6
3.1.Vip-asociation analysis 7 3.2.Animal-asociation analysis 8 3.3.Color-association analysis 9
Conclusions 10
Managerial implications 11
Final conclusions 12
References 14
Appendix 16
Chapter 1.General presentation of the brand.
Snickers is a chocolate bar consisting of chewy peanut butter nougat with a topping of caramel and roasted peanut bar covered in dairy milk chocolate. It is made by a US based private corporation – Mars, Incorporated which is one of the world’s largest food and confectionary manufacturers. Snickers is a well-known chocolate bar and is sold all over the world, over 15 million bars are made daily with annual sales of over $2 billion making it one of the most popular candy bars ever produced.
The founders of Mars Incorporated, Frank and Ethel Mars created the very successful Milky Way chocolate bar in the early 1920s which was America’s most popular candy bar between 1927 and 1929 allowing the company to expand and innovate new recipes for chocolate candy bars. It took over three years to develop Snickers chocolate bar and wasn’t released in the market until 1930. Frank and Ethel also owned a farm in Tennessee that bred race horses, some of them were regulars weep stake winners including Ethel’s favorite horse named Snickers.
Sadly the horse died a couple of months before the new product was to be released. Since a new name had not been settled on and the farm in any event had been named after the first chocolate bar, the Milky Way Farm, it seemed fitting that the next chocolate bar should take its name from the farm. Ethel was delighted by all accounts that the name of her favorite horse would be chosen.
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Snickers
Table of Contents
Chapter 1.General presentation of the brand. 1
Chapter 2.Perception test. 5
Chapter 3.Chinese test 6
3.1.Vip-asociation analysis 7 3.2.Animal-asociation analysis 8 3.3.Color-association analysis 9
Conclusions 10
Managerial implications 11
Final conclusions 12
References 14
Appendix 16
Chapter 1.General presentation of the brand.
Snickers is a chocolate bar consisting of chewy peanut butter nougat with a topping of caramel and roasted peanut bar covered in dairy milk chocolate. It is made by a US based private corporation – Mars, Incorporated which is one of the world’s largest food and confectionary manufacturers. Snickers is a well-known chocolate bar and is sold all over the world, over 15 million bars are made daily with annual sales of over $2 billion making it one of the most popular candy bars ever produced.
The founders of Mars Incorporated, Frank and Ethel Mars created the very successful Milky Way chocolate bar in the early 1920s which was America’s most popular candy bar between 1927 and 1929 allowing the company to expand and innovate new recipes for chocolate candy bars. It took over three years to develop Snickers chocolate bar and wasn’t released in the market until 1930. Frank and Ethel also owned a farm in Tennessee that bred race horses, some of them were regulars weep stake winners including Ethel’s favorite horse named Snickers.
Sadly the horse died a couple of months before the new product was to be released. Since a new name had not been settled on and the farm in any event had been named after the first chocolate bar, the Milky Way Farm, it seemed fitting that the next chocolate bar should take its name from the farm. Ethel was delighted by all accounts that the name of her favorite horse would be chosen.
.