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Exploring the Importance of Different Product Cues on the Selection for Chocolate from the Consumer Perspective
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</div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 87356</div> </div> </div> </div> <div class="card publication-listing mt-3 mb-3"> <h5 class="card-header" style="font-size:.9rem">Exploring the Importance of Different Product Cues on the Selection for Chocolate from the Consumer Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ezeni%20Brzovska">Ezeni Brzovska</a>, <a href="https://publications.waset.org/abstracts/search?q=Durdana%20Ozretic-Dosen"> Durdana Ozretic-Dosen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this paper is to deepen the understanding of the product cues that influence purchase decision for a specific product category – chocolate, and to identify demographic differences in the buying behavior. ANOVA was employed for analyzing the significance level for nine product cues, and the survey showed statistically significant differences among different age and gender groups, and between respondents with different levels of education. From the theoretical perspective, the study adds to the existing knowledge by contributing with the research results from the new environment (Southeast Europe, Macedonia), which has been neglected so far. Establishing the level of significance for the product cues that affect buying behavior in the chocolate consumption context might help managers to improve marketing decision-making, and better meet consumer needs through identifying opportunities for packaging innovations and/or personalization toward different target groups. <iframe src="https://publications.waset.org/abstracts/54645.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=chocolate%20consumption%20context" title="chocolate consumption context">chocolate consumption context</a>, <a href="https://publications.waset.org/abstracts/search?q=chocolate%20selection" title=" chocolate selection"> chocolate selection</a>, <a href="https://publications.waset.org/abstracts/search?q=demographic%20characteristics" title=" demographic characteristics"> demographic characteristics</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20cues" title=" product cues"> product cues</a> </p> <a href="https://publications.waset.org/abstracts/54645/exploring-the-importance-of-different-product-cues-on-the-selection-for-chocolate-from-the-consumer-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/54645.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">252</span> </span> </div> </div> </div> </main> <footer> <div id="infolinks" class="pt-3 pb-2"> <div class="container"> <div style="background-color:#f5f5f5;" class="p-3"> <div class="row"> <div class="col-md-2"> <ul class="list-unstyled"> About <li><a href="https://waset.org/page/support">About Us</a></li> <li><a href="https://waset.org/page/support#legal-information">Legal</a></li> <li><a target="_blank" rel="nofollow" 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