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Identifying Features of Consumer Choice Based on Situational Factors in the Category of Chocolate Tablets

Student: Moshenko Anna

Supervisor: Svetlana Berezka

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

The overall aim of the proposed project will be to determine what situational factors matter to consumers when they choose chocolate tablets in the main aisle at a point of sale. To achieve this aim, firstly, characteristics of consumer behavior will be determined by studying the relevant scholarly literature, as well as the relationship between consumer behavior and situational factors will be determined based on the analysis of international research publications. Secondly, the findings of the companies’ documentary analysis will serve for describing the market for chocolate tablets and revealing the principles of using situational factors in Russia. Then, the suggestions based on theoretical and practical information will be tested by doing several interviews and content analysis. Finally, these data will be doublechecked through conducting a quantitative survey and decoding its results via building classification trees.

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