1. THE BRAND IMAGE OF ION CHOCOLATE
21/05/2014
AUEB / MBA INTERNATIONAL
MARKET RESEARCH (310) GROUP TERM PROJECT

2. Contents
1
1. Executive summary
2. Objectives
3. Methodology
4. Statistical analysis
5. Interpretation of results
6. Suggestions

3. 1. Executive summary
2
The objective of the research is to evaluate the image of ION brand in the
Greek chocolate market.
By understanding what the brand stands for in the consumers’ mind, we are
deriving at the perceptual map depicting ION’s relative position according to
the most important brand equities.
A questionnaire (in the context of a primary quantitative survey) is the
method employed to realize this research.
The data collection method selected was the internet channel.
Non probabilistic and specifically convenience sampling has been used to
conclude to a minimum sample of 120 people. This sample has been used to
extract data and extrapolate the results of the analysis into the general
population.
The interpretation of the results will be concluding this presentation.

4. 2. Objectives
3
• The objective of this research is to evaluate and redesign (if needed) the
image of ION brand in the segment of chocolate bars.
• The aim is to create the brand essence based on consumer insights found in
our research.
• The actual outcome of the research is the perceptual map depicting ION’s
relative position according to the most important brand equities.

5. 3. Methodology Survey design
4
• The questionnaire employs questions segregated in three parts depicted
below:
 Attitudes and habits towards chocolates as the general consumption
habits.
 Chocolate brands awareness.
 Demographic element questions.
• The questionnaire was fully structured with one open-ended and 14 pre-
coded questions in Greek.
• The questions are appended with unbalanced and unforced answer choices
which use the nominal and interval scales. Open ended questions were
used in only one occasion.
• The questionnaire was reviewed and tested via a pilot phase where a
sample of 12 people was selected. The suggested corrections were made.
• The questionnaire is presented at the following slides.

6. 3. Methodology Questionnaire design
5
Question 1 Attributes
Question: • Scale: Nominal
• Skip Pattern after: If the respondent
answers “Αραιότερα” or “Δεν
γνωρίζω/Δεν απαντώ” then
TERMINATE.
• Mandatory answer: Yes
• Purpose: To identify the chocolate
consumption frequency of the
respondent and to possibly classify the
respondent as a “heavy”, “medium” or
“light” consumer at a later stage.
Πόσο συχνά τρώτε σοκολάτα (πλάκα σοκολάτας);
Possible Answers:
Κάθε μέρα
2-3 φορές την εβδομάδα
1 φορά την εβδομάδα
1 φoρά στις 15 μέρες
1 φορά το μήνα
Αραιότερα
Δεν γνωρίζω/Δεν απαντώ

7. 3. Methodology Questionnaire design
6
Question 2 Attributes
Question: • Scale: Nominal – No upper number of
answers limit
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: To identify the respondent’s
feelings when consuming chocolate
and to propose the use of the findings
in promotion. Also to identify the
effectiveness of existing
advertisements in associating feelings
with chocolate brands (e.g. LACTA –
Love).
Ποιά συναισθήματα νιώθετε όταν τρώτε σοκολάτα;
Μπορείτε να αναφέρετε περισσότερα από ένα
συναισθήματα.
Possible Answers (presented in random
order):
Χαρά - καλή διάθεση
Ενοχές
Ηρεμία – χαλαρότητα
Απόλαυση
Παρηγοριά
Αίσθηση πληρότητας
Αγάπη
Αναμνήσεις - νοσταλγία
Αδιαφορία
Άλλο - σημειώστε:

8. 3. Methodology Questionnaire design
7
Question 3 Attributes
Question: • Scale: Interval (Likert)
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: To understand the
importance of each chocolate attribute
for each consumer in order to rank the
differences between different brands
in order of importance.
Πόσο σημαντικά είναι τα παρακάτω κριτήρια όταν
επιλέγετε σοκολάτα σε μορφή πλάκας;
1 = Καθόλου σημαντικό / 5 = Πολύ σημαντικό
Criteria (presented in random order):
Ποιότητα
Γεύση
Νέες γεύσεις
Να λιώνει στο στόμα
Design/χρώματα συσκευασίας
Μάρκα
Τιμή
Θερμίδες
Αγνά συστατικά
Διαφήμιση

9. 3. Methodology Questionnaire design
8
Question 4 Attributes
Question: • Scale: Nominal – No upper number of
answers limit
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: To identify the respondent’s
preferences regarding his / her favorite
combination of filling and chocolate
type. To understand if there is a
correlation between his / her favorite
combination and his / her preferred
brand.
Ποιές είναι οι πιο αγαπημένες σας γεύσεις
σοκολάτας; Επιλέξτε από τους παρακάτω
συνδυασμούς είδους και γέμισης σοκολάτας.
Possible Answers:
Γάλακτος Λευκή Υγείας
Μεγάλης
περιεκτι-
κότητας
σε κακάο
Χωρίς γέμιση -
κλασσική
Με ξηρούς καρπούς
(π.χ. αμύγδαλα,
φουντούκια)
Με γεύση φρούτων
(π.χ. φράουλα,
πορτοκάλι)
Με καραμέλα
Με μπισκότο

10. 3. Methodology Questionnaire design
9
Question 5 Attributes
Question: • Scale: Nominal – No upper number of
answers limit
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: To identify the preferred
point of sales of customers and
intensify marketing efforts towards
these. For example in-house
consumption usually implies Super
Markets as preferred PoS, while “snack
at work” usually implies kiosks or small
convenience stores as preferred PoS.
Also to identify a preferred setting for
a proposed advertisement.
Σε ποιες περιστάσεις τρώτε συνήθως σοκολάτα;
Possible Answers (presented in random
order):
Μετά το φαγητό
Όταν βλέπω τηλεόραση
Ως γλυκό στο σπίτι
Ως σνακ στη δουλειά
Πριν από μια δραστηριότητα που απαιτεί ενέργεια
Στη σχολή
Σε εξόδους
Όλες τις ώρες / δεν υπάρχει κάποια συγκεκριμένη περίσταση

11. 3. Methodology Questionnaire design
10
Question 6 Attributes
Question: • Scale: Nominal (After recoding)
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: To identify the awareness of
chocolate brands.
Ποια μάρκα σοκολάτας σας έρχεται πρώτα στο
μυαλό;
Open – ended answer

12. 3. Methodology Questionnaire design
11
Question 7 Attributes
Question: • Scale: Ordinal
• Skip Pattern after: For the internet
survey: Skip to the question
corresponding to brand ranked no. 1 (if
that brand is not ION) or to the brand
ranked no. 2 (if the brand ranked as
no. 1 is ION).
• Mandatory answer: Yes
• Purpose: To identify the preferred
chocolate brand.
Παρακαλώ βάλτε σε σειρά τις παρακάτω μάρκες
σοκολάτας, βάζοντας 1 στην πιο αγαπημένη σας και
6 στην λιγότερο αγαπημένη σας.
Choices (presented in random order):
ΙΟΝ
Lacta
Crunch
Παυλίδης
Break
Join

13. 3. Methodology Questionnaire design
12
Question 8 Attributes
Question: • Scale: Interval (Likert)
• Skip Pattern after: For the
internet survey: Skip to
the corresponding ION
question.
• Mandatory answer: Yes
• Purpose: To identify the
perception of the
respondent regarding the
strengths and weaknesses
of his / her favorite brand
and to compare it with the
respondent’s perception’s
regarding ION.
Για καθένα από τα παρακάτω χαρακτηριστικά, σημειώστε το βαθμό
που πιστεύετε ότι ταιριάζουν στην αγαπημένη σας σοκολάτα (εάν
αυτή είναι η ΙΟΝ, συμπληρώστε για την δεύτερη πιο αγαπημένη
σας σοκολάτα).
Answers (presented in random order):
Δεν έχει ποικιλία γεύσεων
Δεν είναι όσο γλυκιά επιθυμώ
Είναι νεανική / έχει μοντέρνα συσκευασία
Εμπιστεύομαι την ποιότητά της
Αν δεν την έβρισκα στο κατάστημα που βρισκόμουν, θα αγόραζα κάποια άλλη
Τη βρίσκω παντού
Μου αρέσουν οι διαφημίσεις της
Έχει διαχρονική αξία
Είναι απολαυστική
Έχει αγνά συστατικά
Έχει πρωτότυπες γεύσεις
Έχει πλούσια γεύση
Είναι ελληνική
Έχει καλή τιμή
Έχει πολλές θερμίδες
Δεν είναι πάντα εύκολο να τη βρω
Έχει καθαρή γεύση κακάο
Λιώνει στο στόμα

14. 3. Methodology Questionnaire design
13
Question 9 Attributes
Question: • Scale: Interval (Likert)
• Skip Pattern after: For the
internet survey: Skip to
the corresponding ION
question.
• Mandatory answer: Yes
• Purpose: To identify the
perception of the
respondent regarding the
strengths and weaknesses
of ION. To alter the
marketing mix accordingly
(taking into account the
importance of each
attribute derived from
question 3).
Για καθένα από τα παρακάτω χαρακτηριστικά, σημειώστε το βαθμό
που πιστεύετε ότι ταιριάζουν στην ΙΟΝ.
Answers (presented in random order):
Δεν έχει ποικιλία γεύσεων
Δεν είναι όσο γλυκιά επιθυμώ
Είναι νεανική / έχει μοντέρνα συσκευασία
Εμπιστεύομαι την ποιότητά της
Αν δεν την έβρισκα στο κατάστημα που βρισκόμουν, θα αγόραζα κάποια άλλη
Τη βρίσκω παντού
Μου αρέσουν οι διαφημίσεις της
Έχει διαχρονική αξία
Είναι απολαυστική
Έχει αγνά συστατικά
Έχει πρωτότυπες γεύσεις
Έχει πλούσια γεύση
Είναι ελληνική
Έχει καλή τιμή
Έχει πολλές θερμίδες
Δεν είναι πάντα εύκολο να τη βρω
Έχει καθαρή γεύση κακάο
Λιώνει στο στόμα

15. 3. Methodology Questionnaire design
14
Question 10 Attributes
Question: • Scale: Nominal – No upper number of
answers limit
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: To identify the preferred
chocolate brands of the respondent. To
measure the market share of each
brand for our sample.
Ποιες είναι οι πιο αγαπημένες σας σοκολάτες;
Διαλέξτε όσες επιθυμείτε.
Possible Answers:
A list of 30 products presented alphabetically.

16. 3. Methodology Questionnaire design
15
Question 11 Attributes
Question: • Scale: Nominal.
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: Demographics question.
Possible use in proposed
advertisement.
ΦΥΛΟ
Possible Answers:
Άνδρας
Γυναίκα

17. 3. Methodology Questionnaire design
16
Question 12 Attributes
Question: • Scale: Nominal.
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: Demographics question.
Possible use in proposed
advertisement.
ΗΛIΚIΑ
Possible Answers:
18-24
25-34
35-44
45-54
55 και άνω

18. 3. Methodology Questionnaire design
17
Question 13 Attributes
Question: • Scale: Nominal.
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: Demographics question.
Possible use in proposed
advertisement.
ΟΙΚΟΓΕΝΕΙΑΚΗ ΚΑΤΑΣΤΑΣΗ
Possible Answers:
Έγγαμος
Άγαμος
Διαζευγμένος
Άλλο

19. 3. Methodology Questionnaire design
18
Question 14 Attributes
Question: • Scale: Nominal.
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: Demographics question.
Possible use in proposed
advertisement. To identify if there is a
correlation between parents buying
chocolates for their children and
specific brands.
ΟΙΚΟΓΕΝΕΙΑΚΗ ΚΑΤΑΣΤΑΣΗ
Possible Answers:
Με παιδιά
Χωρίς παιδιά

20. 3. Methodology Questionnaire design
19
Question 15 Attributes
Question: • Scale: Nominal.
• Skip Pattern after: None.
• Mandatory answer: Yes
• Purpose: Demographics question.
Possible use in proposed
advertisement. To identify if there is a
correlation between educational level
and importance in the criteria of
chocolate choice.
ΜΟΡΦΩΣΗ
Possible Answers:
Απόφοιτος/η Λυκείου
Ανώτερη εκπαίδευση (ΙΕΚ/ΤΕΙ)
Ανώτατη εκπαίδευση (ΑΕΙ)
Μεταπτυχιακό / Διδακτορικό

21. 3. Methodology Data Collection and Sampling
20
• The total population is the population of Greece, since ION has a
nationwide brand recognition and market.
• Non-probabilistic and specifically convenience sampling has been used to
conclude to a minimum sample of 120 people. The final sample consisted of
164 submitted questionnaires (205 total respondents – 41 respondents
were identified as infrequent chocolate consumers and were not proceeded
to complete the survey).
• Having speed, cost, usability, respondents’ convenience and supervisory
control as most essential criteria, it was decided that the data collection
method would be the internet.
• The on line survey site “Survey Methods” was selected based on the
following criteria:
• Basic Plan low cost ($9/month).
• Skip logic (ability to skip questions based on a previous response).
• SPSS formatted results.
• Number of responses allowed.
• The survey was conducted from 22/04/2014 to 02/05/2014.

22. 4. Statistical analysis
21
• The statistical analysis resulted from various descriptive and inferential
techniques on the raw data.
• SPSS was used for the statistical analysis purposes.
• The statistical analysis performed includes univariate and bivariate analysis.

23. 4. Statistical analysis - Demographics
22
4.3
38.4
40.2
9.8
7.3
0
5
10
15
20
25
30
35
40
45
18-24 25-34 35-44 45-54 55 and
above
(%)
Age
49.4%
43.9%
4.3% 2.4%
Marital Status
Married
Single
Divorced
Other
41.5%
58.5%
Gender
Male
Female
43.9%
56.1%
Has children
Yes
No

24. 4. Statistical analysis - Demographics
23
 The majority of respondents are females between the ages of 25-44.
 The majority of the male respondents are between the ages of 35-44.
Φύλο * Ηλικία Crosstabulation
Count
Ηλικία
Total18-24 25-34 35-44 45-54
55 and
above
Φύλο Male 1 26 29 7 5 68
Female 6 37 37 9 7 96
Total 7 63 66 16 12 164
1
26
29
7
56
37 37
9
7
0
5
10
15
20
25
30
35
40
18-24 25-34 35-44 45-54 55 and
above
Age
Male
Female

25. 4. Statistical analysis - Demographics
24
 The majority of the respondents have received either a MSc Degree or a Phd.
Φύλο * Μόρφωση Crosstabulation
Count
Μόρφωση
Total
Απόφοιτος/
η Λυκείου
Ανώτερη
εκπαίδευση
(ΙΕΚ/ΤΕΙ)
Ανώτατη
εκπαίδευση
(ΑΕΙ)
Μεταπτυχι
ακό /
Διδακτορικ
ό
Φύλο Male 2 8 15 43 68
Female 10 18 24 44 96
Total 12 26 39 87 164
2
8
15
43
10
18
24
44
0
5
10
15
20
25
30
35
40
45
50
Απόφοιτος/η
Λυκείου
Ανώτερη
εκπαίδευση
(ΙΕΚ/ΤΕΙ)
Ανώτατη
εκπαίδευση
(ΑΕΙ)
Μεταπτυχιακό
/ Διδακτορικό
Education
Male
Female

26. 4. Statistical analysis - Demographics
25
Modes
Gender Female
Age Group 35-44
Marital Status Married
Has children No
Educational Level MSc / PhD

27. 4. Statistical analysis - Attitudes and habits
towards chocolates
26
Συχνότητα κατανάλωσης
Frequency Percent Valid Percent
Cumulative
Percent
Valid Κάθε μέρα 23 11.2 11.2 11.2
2-3 φορές
την
εβδομάδα
56 27.3 27.3 38.5
1 φορά την
εβδομάδα
30 14.6 14.6 53.2
1 φoρά στις
15 μέρες
30 14.6 14.6 67.8
1 φορά το
μήνα
25 12.2 12.2 80.0
Αραιότερα 41 20.0 20.0 100.0
Total 205 100.0 100.0
11.2
27.3
14.6 14.6
12.2
20.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Every
day
2 or 3
times per
week
Once a
week
Once per
15 days
Once a
month
Less
frequently
(%)
Consumption Frequency
Mode: “2 or 3 times per week”
(Calculated for 205 respondents)

28. 4. Statistical analysis - Attitudes and habits
towards chocolates
27
 34% of the full questionnaire respondents consume chocolate bars two or
three times per week whereas 18% consume chocolate bars once a week.
 The majority of female respondents (45.59%) and approximately one third
of male respondents (36.76%) consume chocolate bars two or three times
per week.
14.02%
34.15%
18.29%
18.29%
15.24%
Everyday
Two or three times per
week
Once a week
Once in two weeks
Once a month
Consumption Frequency
10.29%
36.76%
16.18%
22.06%
14.71%
23.53%
45.59%
27.94%
22.06%
22.06%
Everyday
Two or three times per week
Once a week
Once in two weeks
Once a month
Consumption Frequency Female
Consumption Frequency Male

29. 4. Statistical analysis - Attitudes and habits
towards chocolates
28
 87% of the respondents feel “Enjoyment” when consuming chocolate bars.
 35% feel “Joy – Good Mood” and 26% a “Sense of Fullness”.
 Only 2% feels indifferent when eating chocolate bars.
35%
21%
21%
87%
4%
26%
6%
5%
2%
1%
Joy - Good Mood
Guilt
Calm - Looseness
Enjoyment
Consolation
Sense of Fullness
Love
Memories -
Nostalgia
Indifference
Other
Feelings incurred when eating chocolate

30. 4. Statistical analysis - Attitudes and habits
towards chocolates
29
Statistics
Σημασία
Ποιότητας
Σημασία
Γεύσης
Σημασία
Νέων
γεύσεων
Σημασία του
Να λιώνει
στο στόμα
Σημασία
του Design
/
χρωμάτων
συσκευασί
ας
Σημασία
Μάρκας
Σημασία
Τιμής
Σημασία
Θερμίδων
Σημασία
Αγνών
συστατικών
Σημασία
Διαφήμισης
Σημασία
Ελληνικής
Εταιρείας
N Valid 164 164 164 164 164 164 164 164 164 164 164
Missing 0 0 0 0 0 0 0 0 0 0 0
Mean 4.55 4.76 2.77 3.29 2.23 3.59 2.73 2.29 3.74 1.95 3.10
Median 5.00 5.00 3.00 3.00 2.00 4.00 3.00 2.00 4.00 2.00 3.00
Mode 5 5 3 3 2 4 3 1 5 1 3
Sum 747 781 454 540 365 589 448 376 614 319 509
Importance of each chocolate attribute.

31. 1.95
2.23
2.29
2.73
2.77
3.10
3.29
3.59
3.74
4.55
4.76
Advertisement
Design - Packaging
Calories
Price
New_Flavors
Greek Company
Sense of chocolate melting in mouth
Brand
Pure Ingredients
Quality
Taste
Importance of each chocolate attribute
Mean
4. Statistical analysis - Attitudes and habits
towards chocolates
30
 Taste and Quality are the criteria with the highest importance when
selecting a chocolate.
 On the other hand Advertisement and Design-Packaging are the criteria
with the least importance.

32. 103
95
86
64
63
51
33
31
27
16
Milk chocolate with nuts
Milk chocolate
Milk chocolate with biscuits
Milk chocolate with fruits
Milk chocolate with caramel filling
Dark chocolate
Dark chocolate with nuts
High cocoa content dark chocolate
Dark chocolate with fruits
White chocolate
Top Ten Favorite Flavors
4. Statistical analysis - Attitudes and habits
towards chocolates
31
 The top ten favorite flavors of the respondents include mainly milk
chocolate with several variations and fillings.

33. 4. Statistical analysis - Attitudes and habits
towards chocolates
32
 The most preferred circumstance of chocolate eating is at home as a candy.
62
28
80
38
21
5 4
54
0
10
20
30
40
50
60
70
80
90
After Lunch Watching TV Home Candy Snack at work Before an
energy
intensive
activity
At School During
outings
At all
circumstances
Chocolate bar eating habbits

34. 4. Statistical analysis - Chocolate brands
knowledge
33
 ION is the leading brand in consumers knowledge followed by LACTA and
PAVLIDES.
59.15%
25.61%
8.54%
3.66%
2.44%
0.61%
ION
LACTA
ΠΑΥΛΙΔΗΣ
OTHER
CRUNCH
BREAK
Brands Knowledge (Open Ended Question)

35. 4. Statistical analysis - Chocolate brands
knowledge
34
Statistics ION Rankings
ION Rankings
Frequency Percent
Valid
Percent
Cumulative
Percent
N Valid 164 Valid 1 92 56.1 56.1 56.1
Missing 0 2 40 24.4 24.4 80.5
Median 1.00 3 21 12.8 12.8 93.3
Mode 1 4 5 3.0 3.0 96.3
Range 5 5 5 3.0 3.0 99.4
Minimum 1 6 1 .6 .6 100.0
Maximum 6 Total 164 100.0 100.0
56.1
24.4
12.8
3.0 3.0
.6
0.0
10.0
20.0
30.0
40.0
50.0
60.0
1 2 3 4 5 6
(%)
Rank
ION Rankings

36. 4. Statistical analysis - Chocolate brands
knowledge
35
Statistics Lacta Rankings
Lacta Rankings
Frequency Percent
Valid
Percent
Cumulative
Percent
N Valid 164 Valid 1 32 19.5 19.5 19.5
Missing 0 2 40 24.4 24.4 43.9
Median 3.00 3 45 27.4 27.4 71.3
Mode 3 4 21 12.8 12.8 84.1
Range 5 5 18 11.0 11.0 95.1
Minimum 1 6 8 4.9 4.9 100.0
Maximum 6 Total 164 100.0 100.0
LACTA Rankings
19.5
24.4
27.4
12.8
11.0
4.9
0.0
5.0
10.0
15.0
20.0
25.0
30.0
1 2 3 4 5 6
(%)
Rank

37. 4. Statistical analysis - Chocolate brands
knowledge
36
Statistics Crunch Rankings
Crunch Rankings
Frequency Percent
Valid
Percent
Cumulative
Percent
N Valid 164 Valid 1 6 3.7 3.7 3.7
Missing 0 2 10 6.1 6.1 9.8
Median 5.00 3 14 8.5 8.5 18.3
Mode 5 4 38 23.2 23.2 41.5
Range 5 5 71 43.3 43.3 84.8
Minimum 1 6 25 15.2 15.2 100.0
Maximum 6 Total 164 100.0 100.0
CRUNCH Rankings
3.7
6.1
8.5
23.2
43.3
15.2
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
1 2 3 4 5 6
(%)
Rank

38. 4. Statistical analysis - Chocolate brands
knowledge
37
Statistics Pavlides Rankings
Pavlides Rankings
Frequency Percent
Valid
Percent
Cumulative
Percent
N Valid 164 Valid 1 28 17.1 17.1 17.1
Missing 0 2 49 29.9 29.9 47.0
Median 3.00 3 41 25.0 25.0 72.0
Mode 2 4 24 14.6 14.6 86.6
Range 5 5 18 11.0 11.0 97.6
Minimum 1 6 4 2.4 2.4 100.0
Maximum 6 Total 164 100.0 100.0
PAVLIDES Rankings
17.1
29.9
25.0
14.6
11.0
2.4
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
1 2 3 4 5 6
(%)
Rank

39. 4. Statistical analysis - Chocolate brands
knowledge
38
Statistics BREAK Rankings
BREAK Rankings
Frequency Percent
Valid
Percent
Cumulative
Percent
N Valid 164 Valid 1 4 2.4 2.4 2.4
Missing 0 2 21 12.8 12.8 15.2
Median 4.00 3 40 24.4 24.4 39.6
Mode 4 4 58 35.4 35.4 75.0
Range 5 5 31 18.9 18.9 93.9
Minimum 1 6 10 6.1 6.1 100.0
Maximum 6 Total 164 100.0 100.0
BREAK Rankings
2.4
12.8
24.4
35.4
18.9
6.1
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
1 2 3 4 5 6
(%)
Rank

40. 4. Statistical analysis - Chocolate brands
knowledge
39
Statistics JOIN Rankings
JOIN Rankings
Frequency Percent
Valid
Percent
Cumulative
Percent
N Valid 164 Valid 1 2 1.2 1.2 1.2
Missing 0 2 4 2.4 2.4 3.7
Median 6.00 3 3 1.8 1.8 5.5
Mode 6 4 18 11.0 11.0 16.5
Range 5 5 21 12.8 12.8 29.3
Minimum 1 6 116 70.7 70.7 100.0
Maximum 6 Total 164 100.0 100.0
JOIN Rankings
1.2 2.4 1.8
11.0 12.8
70.7
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
1 2 3 4 5 6
(%)
Rank

41. 4. Statistical analysis - Chocolate brands
knowledge
40
Brands Modes and Medians
Brand Mode Median
ION 1 1
LACTA 3 3
CRUNCH 5 5
PAVLIDES 2 3
BREAK 4 4
JOIN 6 6
 ION ranks first in mode and median, followed by PAVLIDES and LACTA that
rank second and third respectively in mode (they both have the same median
of 3).

42. 4. Statistical analysis - Chocolate brands
knowledge
41
 The top three players were compared and evaluated based on the means of
specific characteristics. The importance of each criterion is also noted.
 Negative questions were inverted at the analysis phase.
QUESTION RELATES WITH IMPORTANCE LACTA ΠΑΥΛΙΔΗΣ ION
Μου αρέσουν οι διαφημίσεις της Διαφήμιση 1.95 3.95 2.87 3.53
Είναι νεανική / Έχει μοντέρνα συσκευασία Design / χρώματα συσκευασίας 2.23 3.69 2.77 2.73
Έχει πολλές θερμίδες Θερμίδες 2.29 3.58 2.80 3.30
Έχει καλή τιμή Τιμή 2.73 3.58 3.50 3.74
Έχει πρωτότυπες γεύσεις Νέες γεύσεις 2.77 3.29 3.09 2.73
Είναι ελληνική Ελληνική Εταιρεία 3.10 2.83 4.06 4.44
Λιώνει στο στόμα Λιώνει στο στόμα 3.29 4.20 3.34 3.96
Έχει διαχρονική αξία Μάρκα 3.59 4.24 4.04 4.52
Αν δεν την έβρισκα στο κατάστημα που βρισκόμουν,
δεν θα αγόραζα κάποια άλλη
Μάρκα
3.59 2.07 2.41 2.37
Έχει αγνά συστατικά Αγνά συστατικά 3.74 3.34 3.64 3.85
Εμπιστεύομαι την ποιότητά της Ποιότητα 4.55 4.03 4.09 4.35
Είναι απολαυστική Γεύση 4.76 4.42 4.09 4.32
Έχει πλούσια γεύση Γεύση 4.76 4.39 3.94 4.23
Έχει καθαρή γεύση κακάο Γεύση 4.76 2.37 3.66 3.30
Έχει ποικιλία γεύσεων Γεύση 4.76 4.07 3.74 3.23
Είναι όσο γλυκιά επιθυμώ Γεύση 4.76 4.48 4.29 4.23
Τη βρίσκω παντού 4.64 4.33 4.48
Είναι πάντα εύκολο να την βρω 4.64 4.56 4.42
Respondents: 59 70 164

43. 4. Statistical analysis - Chocolate brands
knowledge
42
 ION is the leader in categories such as price, pure ingredients, quality, Greek
product and all time classic.
3.58
3.34
4.03
2.83
4.24
2.07
3.50
3.64
4.09
4.06
4.04
2.41
3.74
3.85
4.35
4.44
4.52
2.37
The price is right
Pure ingredients
I trust the quality
Greek product
All time classic
I would buy an other if I didn't find it in a store
Characteristics
ION ΠΑΥΛΙΔΗΣ LACTA

44. 4. Statistical analysis - Chocolate brands
knowledge
43
 LACTA is the leader in categories such as advertisement, packaging and variety
of flavors.
 PAVLIDES is the brand rated with the purest cocoa flavor.
3.69
3.29
4.07
3.58
2.37
3.95
2.77
3.09
3.74
2.80
3.66
2.87
2.73
2.73
3.23
3.30
3.30
3.53
The packaging is modern
The flavors are original
Variety of flavors
It has too many calories
It has pure cocoa flavor
I like the advertisements
Characteristics
ION ΠΑΥΛΙΔΗΣ LACTA

45. 4. Statistical analysis - Chocolate brands
knowledge
44
 LACTA is the leader in categories related to taste and sweetness.
 Furthermore LACTA appears to be the brand that can be easily found in any
point of sales.
4.20
4.39
4.48
4.42
4.64
4.64
3.34
3.94
4.29
4.09
4.56
4.33
3.96
4.23
4.23
4.32
4.42
4.48
It melts in the mouth
It has a rich taste
The taste is as sweet as desired
It is delicious
It is easy to find
It can be found anywhere
Characteristics
ION ΠΑΥΛΙΔΗΣ LACTA

46. 4. Statistical analysis - Chocolate brands
knowledge
45
85
119
32
22
21
28
9
19
19
25
48
25
12
85
31
16
41
25
18
36
63
46
69
43
38
34
55
6
9
44
0 20 40 60 80 100 120 140
ΙΟΝ γάλακτος
ΙΟΝ αμυγδάλου
ΙΟΝ φουντούκι (γάλακτος ή λευκή)
ΙΟΝ γάλακτος γεμιστή (φράουλα ή μπανάνα ή…
ΙΟΝ υγείας
ΙΟΝ υγείας αμυγδάλου
ΙΟΝ υγείας φράουλα
ΙΟΝ υγείας με 72% περιεκτικότητα σε κακάο
Serano
Break γάλακτος
Break γάλακτος (αμύγδαλο ή φουντούκι)
Break με σταφίδες και ξηρούς καρπούς…
Join (βάφλα ή αμύγδαλα ή μπισκότο ή…
Lacta γάλακτος
Lacta (αμύγδαλο ή φουντούκι)
Lacta βάφλα
Lacta μπισκότο
Lacta γεμιστή (κρέμα καραμέλα και ρευστή…
Lacta Sandwich (biscotto ή cracker)
Lacta Lov’it (cream ‘n’ oreo ή choc ‘n’ biscuits…
Toblerone
Παυλίδης γάλακτος γεμιστή (φράουλα ή κεράσι)
Παυλίδης υγείας
Παυλίδης υγείας (αμύγδαλο ή φουντούκι)
Παυλίδης υγείας γεμιστή (βάφλα και πραλίνα ή…
Παυλίδης υγείας με 70% περιεκτικότητα σε…
Crunch (γάλακτος ή biscuit ή λευκή)
Nestle Le Chocolat (lime ή φράουλα ή…
Nestle Le Chocolat (milk rings ή dark rings)
Cadbury
Favorite Products

47. 4. Statistical analysis – Bivariate Analysis
46
• Various bivariate tests were conducted in order to answer questions such as
the following:
• Do the older age groups prefer PAVLIDES?
• Do the younger age groups not prefer ION and PAVLIDES?
• Is there any demographic group that is advertisement influenced?
• Do the natural ingredients interest those with children?
• Is there a correlation between any demographic group and chocolate consumption frequency?
• What do each brand consumers feel when consuming their favorite brand?
• What is the favorite taste for each brand consumer?
• Etc.
• No correlations were found for most of the variables. However, there were
some cases were the variables correlated (at a Significance level of less than
5%) showing some interesting results.
• Some variables were recoded. For example, we assumed that the respondents
who rank a brand at the first or the second place, actually prefer this brand
(along with the brand they rank at the second or first place respectively).
• The results are presented at the following slides.

48. 4. Statistical analysis – Bivariate Analysis
47
• Natural ingredients tend to be important to the consumers of ION:
Προτιμούν ΙΟΝ * Σημασία Αγνών
συστατικών
Crosstab
Count
Σημασία Αγνών συστατικών
Total1 2 3 4 5
Προτιμο
ύν ΙΟΝ
Ναι 8 15 24 31 54 132
Όχι 6 1 6 11 8 32
Total 14 16 30 42 62 164
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson
Chi-
Square
9,572
a
4 .048
Likeliho
od Ratio
9.276 4 .055
Linear-
by-
Linear
Associat
ion
2.243 1 .134
N of
Valid
Cases
164
a. 2 cells (20,0%) have expected count less than 5. The minimum
expected count is 2,73.

49. 4. Statistical analysis – Bivariate Analysis
48
• T-tests between Genders and Feelings when consuming chocolate show
that males feel enjoyment when consuming chocolate.
• Also, males prefer to consume chocolate as a snack at work at a higher rate
than females.
Group Statistics
Φύλο N Mean Std. Deviation Std. Error Mean
Διαφήμιση /
Συναισθήματα -
Απόλαυση
Male 68 23.56 38.698 4.693
Female 96 11.92 26.394 2.694
PoS - Ως σνακ στη
δουλειά
Male 68 85.03 33.896 4.110
Female 96 71.29 43.407 4.430

50. 4. Statistical analysis – Bivariate Analysis
49
• T-tests between Genders and Preferred taste - combination show that
females tend to prefer milk chocolate with no filling at a higher rate than
males.
Φύλο N Mean
Std.
Deviation
Std. Error
Mean
Αγαπημένος συνδυασμός - Γάλακτος χωρίς γέμιση Male 68 29.82 44.985 5.455
Female 96 51.02 49.247 5.026
• Taste, Quality and Calories also seems to be a higher ranking criterion for
females than it is for males.
Group Statistics
Φύλο N Mean
Std.
Deviation
Std. Error
Mean
Σημασία Γεύσης Male 68 4.66 .891 .108
Female 96 4.83 .574 .059
Σημασία Θερμίδων Male 68 2.06 1.196 .145
Female 96 2.46 1.421 .145
Σημασία Ποιότητας Male 68 4.34 .987 .120
Female 96 4.71 .631 .064

51. 5. Interpretation of results
50
 ION is the leading brand in terms of sample’s preference and knowledge.
 ION also ranks first in the respondents’ perception about quality.
 Nevertheless from the analysis it can be inferred that the competition
outweighs ION in characteristics such as variety of flavors, taste and
advertisements.
 It is noted that taste ranks as the top criterion for chocolate selection.

52. 6. Suggestions
51
 ION may be an all time classic value but in order to compete with the other
brands it needs to focus more on introducing more flavors and advertise
them. According to respondents’ favorite flavors, ION could introduce a milk
chocolate product with new fillings such as biscuits, fruits and caramel.
 Also, it is important that ION should exploit its brand name loyalty. BREAK
and JOIN are produced by the same company, but they rank lower than the
competition. So, any new flavors should be launched under the ION brand.
 Advertisement concepts could include new approaches such as targeting
men consuming chocolate at work in order to feel enjoyment.
 On the other hand milk chocolate advertisements could also focus on
women, stressing the taste and quality of ION chocolate.
 Future advertisements should focus on the natural ingredients used by ION
to maintain this perception the consumers already have about ION.
 Product placement should be cared for – especially for Super Markets and
secondly for convenience stores.