Break Survey Findings
On doing our Qualitative Research, we found differences across consumers in the purchase situation and purchase usage categories. As Kit Kat positions itself as a “break-time” chocolate, we wanted to analyse in detail the type of “breaks” consumers experience and their behaviour patterns during these breaks.
To do so, we conducted a comprehensive survey.
Below is a list of our key findings: -
To do so, we conducted a comprehensive survey.
Below is a list of our key findings: -
Eating and Social Media Engagement as popular break-time activities
A large majority of the respondents (72 %) like to either eat or log on to their various social media profiles (phrasing sounds like eating and social media are interchangeable while it is not the case) during their break- times. In addition to these activities, they also consider getting a drink (57 %) or generally surfing the internet (56 %) as good break-time activities.
Of late, Kit Kat has been aggressively advertising on Social Media Sites such as Facebook. This is a good strategy, as it will strengthen its brand association with “breaks”. Its new Social Media “break” campaign also ties in well with this trend.
In terms of eating during breaks, respondents like to eat food-items such as chocolates or sweets, that make them feel good or have drinks such as tea or coffee, that help them stay alert.
People generally like to eat sweet food items when they are stressed. The fact that respondents prefer to eat such foodstuffs during their breaks, suggests that:
· People are generally stressed when they take breaks
· As a sweet chocolate-layered biscuit, Kit Kat is an ideal break-time food item.
Of late, Kit Kat has been aggressively advertising on Social Media Sites such as Facebook. This is a good strategy, as it will strengthen its brand association with “breaks”. Its new Social Media “break” campaign also ties in well with this trend.
In terms of eating during breaks, respondents like to eat food-items such as chocolates or sweets, that make them feel good or have drinks such as tea or coffee, that help them stay alert.
People generally like to eat sweet food items when they are stressed. The fact that respondents prefer to eat such foodstuffs during their breaks, suggests that:
· People are generally stressed when they take breaks
· As a sweet chocolate-layered biscuit, Kit Kat is an ideal break-time food item.
Key attributes of Weekday Breaks
Most of the respondents (63 %) take 1-2 breaks during a typical weekday. Other than the typical lunch/dinner breaks, breaks are generally taken during the second half of the day, when the respondents feel “tired” or “lazy” or “unable to concentrate on work”. While the duration of these breaks varies among respondents, a large majority of these breaks (76 %) last for less than an hour.
Respondents generally like to take their breaks alone (60%). Those who do like to take breaks along with friends/co-workers, like to do so with 2-3 other people.
Respondents generally like to take their breaks alone (60%). Those who do like to take breaks along with friends/co-workers, like to do so with 2-3 other people.
Key attributes of Weekend Breaks
Most people like to spend their weekends socializing with friends and family, and this has been represented in our survey results. An overwhelming majority of our respondents (70 %) like to spend their breaks dining with their friends and family. Respondents also spend breaks catching up on their favourite Movies/Television Shows.
Kit Kat generally incorporates this information in its marketing elements. Most of its advertisements are in single-person settings where the protagonist consumes a Kit Kat to get a “break” from his routine work.
In addition, it also advertises during primetime on Weekends, to garner attention among the television watching consumers.
Kit Kat generally incorporates this information in its marketing elements. Most of its advertisements are in single-person settings where the protagonist consumes a Kit Kat to get a “break” from his routine work.
In addition, it also advertises during primetime on Weekends, to garner attention among the television watching consumers.
Limitations
- Sample Limitations: The majority of our respondents (85 %) are in the age group of 18-24 years and are mostly university students. This might bias the survey results, as our sample is not a proper demographic or psychographic representation.
- Survey Limitations: Many respondents gave feedback that our survey took too long to complete. This could have affected the number and quality of responses that we gathered. People are always hesitant to complete lengthy surveys without any appropriate incentive.
To see a copy of the survey that was hosted on Qualtrics, please click here.