Chocolate Case

There are numerous reasons as to why people eat chocolate. Different people have different opinions and preferences, hence the multiple reasons for chocolate consumptions. Chocolate can be presented as a gift for one, or for self-consumptions as a reward, some people may simply enjoy the taste of chocolate, whereas others may be interested in the benefits that chocolate may offer. Chocolate is said to contain serotonin, a natural anti-depressant (HealthDiaries, 2010), which fits for the saying "Chocolate makes you happy." Aside from that, chocolate are high in antioxidants, they can help lower blood pressure with elevated blood pressure people, lower LDL cholesterol, fight certain types of cancers, prevent tooth decay, assist with regulation of digestive system, cleanup artery and many more (HealthDiaries, 2010). So reasons as to why people eat chocolate comes down to personal choice, there are plenty of explanations listed above and many others.

The chocolate market may choose analyse some of these reasons for chocolate consumption and target their market. The way that different chocolate are position in the market can influence their audience in purchasing the chocolate. They influence their consumers' behaviour by being specific to a situation in which the consumers find themselves relating to a group or unique to the individual (Greg Elliott el al, 2012). Once a market had been chosen, they then identify and research their target market, marketing based on identifying, understanding and developing an offering for those segments of the total market that the organisation can best serve (Greg Elliott el al, 2012). That's why self- concept of a consumer is important to marketing. The purchases that a consumer makes correspond to their self-concept. A marketer can capitalize on this desire by creating a distinct product image that will fit the consumer's self-concept. For example, Cadbury's annual fundraising for primary school students, giving family and friends a good reason to purchase chocolate for a good deed. A clear understanding of the influence of the self-concept on behaviour can result in better marketing control and planning (Sak & John, 1987).