Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers
Article
Article Title | Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers |
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ERA Journal ID | 31174 |
Article Category | Article |
Authors | Thaichon, Park, Jebarajakirthy, Charles, Tatuu, Puja and Gajbhiyeb, Rahul Gautam |
Journal Title | Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion |
Journal Citation | 24 (2), pp. 163-176 |
Number of Pages | 14 |
Year | 2018 |
Publisher | Taylor & Francis |
Place of Publication | United States |
ISSN | 1045-4446 |
1540-4102 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/10454446.2017.1266551 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/10454446.2017.1266551 |
Abstract | This study aimed to understand the factors affecting repurchase behavior of chocolate brands and, consequently, customer retention and acquisition. The study adopted a qualitative, inductive approach using in-depth interviews with 31 Australian consumers. The factors identified in the extant literature as antecedents of customers’ repurchase intention in the chocolate industry, including brand recognition, sales promotion, product price value, variety, taste, texture, size, packaging, and customer satisfaction, were confirmed. The results also indicated that functional value, product selection value, self-gratification value, socialization value, and transactional value were also considered during the consumer decision-making process. Implications for practitioners are provided. |
Keywords | Australia; chocolate; consumer repurchase; product selection value; self-gratification value; socialization value |
ANZSRC Field of Research 2020 | 350601. Consumer behaviour |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | S P Jain School of Global Management, Australia |
Swinburne University of Technology |
https://research.usq.edu.au/item/xx108/are-you-a-chocolate-lover-an-investigation-of-the-repurchase-behavior-of-chocolate-consumers
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