A influência da marca na compra de chocolates pelo consumidor: um estudo a partir da técnica de blind test

Abstract

The present study aims to understand the influence of the brand on the consumer's chocolate purchase decision process, especially using the blind test technique. For this, there is an initial quantitative approach with qualitative analysis, providing a better analysis and discussion of results. The theoretical basis comprises the discussion about consumer behavior and their purchase decision journey, branding, and brand equity, based on brand influences, the chocolate market and, finally, conducting research with chocolate consumers. At the end of this study, it is possible to understand that what determines the consumer to prefer one brand of chocolate over another is especially flavor, followed later by the price of the chocolate brand. Thus, the great challenge of chocolate brands in the current scenario involves attracting consumers by highlighting these two aspects in question. [resumo fornecido pelo autor]