Interviews
Having analyzed the individual diaries, below are the common findings for the various respondents:-
Larger than Life:
For most of our users, Kit Kat is not just a chocolate; it is much more. For some it is a craving- the ritualistic snap and crunchy bite that give into blissful nirvana, for others it is an indulgence: the perfect comfort food for when life gets tough, and spirits are low.
“Chocolates help me relax myself after a long day at work” - Ambrish
“ I have grown up eating Kit Kat” – Fai Chan
Price Sensitive:
Despite chocolate being the preferred food for many of our respondents, most of them are price sensitive when it comes to decision-making. Value Packs and promotions are looked upon in a favourable light, with respondents more likely to stack up on their favourite chocolate during a promotion. Some respondents have even spoken of purchasing Kit Kats only from select supermarkets that carry a price discount on the brand.
"I prefer buying from Mustafa... It seems cheaper" - Ambrish
" I like eating it (Toblerone) too,... But it's more expensive than Kit Kat" - Ambrish
Usage Situations:
The situations in which our respondents consumed Kit Kat vary considerably. For some, it is a perfect “on-the-go” snack, to fill them up until the next meal. Others consider it to be a comfort food- a source of reward; to be eaten after a long day at work or tiring time at school. Some of our respondents also think of it as a chocolaty delight- a perfect combination of chocolate and wafer to satiate their taste buds any time of the day.
"I purchased and ate a Kit Kat Chunky Bar, when I was running late between two consecutive meetings and realized that I had no time to eat something more substantial." - Jacky
Brand Packaging:
One unexpected finding of our interview was that some of our respondents consider brand packaging to be an important aspect of their purchase decision. Some prefer easy to eat, smaller packages such as the “bites” to the larger, more conventional fingers, while others prefer the bigger "chunky's".
“I like to buy ‘easy’ chocolates because they are very easy to eat. I can eat Kit Kat bites when I’m working on my assignments alone on campus.” – Rose
“I enjoy Kit Kat, but I don’t like the size of the stick. I prefer smaller pieces like Kit Kat bites.” - Jyoti
"Kit Kat chunky is my favourite line of chocolates from Kit Kat" - Fai Chan
Brand Loyalty:
The loyalty portrayed towards Kit Kat varies considerably across our respondents with some preferring Kit Kat regardless of other brands, while others consuming it only as an “economical-value-for- money” chocolate or “filling” snack.
"I love Kit Kat" - Ambrish
"Hersheys is my favourite chocolate" - Hu Xin
In Conclusion:
There is a high chance that most of the customers are similar in terms of brand image and price sensitivity. However, they are split on the levels of usage situations and brand loyalty. With this in mind, it would be effective to segment customers in terms of usage situations and brand loyalty. The brand could do well to come up with campaigns to increase and strengthen the usage situations (breadth of the brand) and customer loyalty.
Larger than Life:
For most of our users, Kit Kat is not just a chocolate; it is much more. For some it is a craving- the ritualistic snap and crunchy bite that give into blissful nirvana, for others it is an indulgence: the perfect comfort food for when life gets tough, and spirits are low.
“Chocolates help me relax myself after a long day at work” - Ambrish
“ I have grown up eating Kit Kat” – Fai Chan
Price Sensitive:
Despite chocolate being the preferred food for many of our respondents, most of them are price sensitive when it comes to decision-making. Value Packs and promotions are looked upon in a favourable light, with respondents more likely to stack up on their favourite chocolate during a promotion. Some respondents have even spoken of purchasing Kit Kats only from select supermarkets that carry a price discount on the brand.
"I prefer buying from Mustafa... It seems cheaper" - Ambrish
" I like eating it (Toblerone) too,... But it's more expensive than Kit Kat" - Ambrish
Usage Situations:
The situations in which our respondents consumed Kit Kat vary considerably. For some, it is a perfect “on-the-go” snack, to fill them up until the next meal. Others consider it to be a comfort food- a source of reward; to be eaten after a long day at work or tiring time at school. Some of our respondents also think of it as a chocolaty delight- a perfect combination of chocolate and wafer to satiate their taste buds any time of the day.
"I purchased and ate a Kit Kat Chunky Bar, when I was running late between two consecutive meetings and realized that I had no time to eat something more substantial." - Jacky
Brand Packaging:
One unexpected finding of our interview was that some of our respondents consider brand packaging to be an important aspect of their purchase decision. Some prefer easy to eat, smaller packages such as the “bites” to the larger, more conventional fingers, while others prefer the bigger "chunky's".
“I like to buy ‘easy’ chocolates because they are very easy to eat. I can eat Kit Kat bites when I’m working on my assignments alone on campus.” – Rose
“I enjoy Kit Kat, but I don’t like the size of the stick. I prefer smaller pieces like Kit Kat bites.” - Jyoti
"Kit Kat chunky is my favourite line of chocolates from Kit Kat" - Fai Chan
Brand Loyalty:
The loyalty portrayed towards Kit Kat varies considerably across our respondents with some preferring Kit Kat regardless of other brands, while others consuming it only as an “economical-value-for- money” chocolate or “filling” snack.
"I love Kit Kat" - Ambrish
"Hersheys is my favourite chocolate" - Hu Xin
In Conclusion:
There is a high chance that most of the customers are similar in terms of brand image and price sensitivity. However, they are split on the levels of usage situations and brand loyalty. With this in mind, it would be effective to segment customers in terms of usage situations and brand loyalty. The brand could do well to come up with campaigns to increase and strengthen the usage situations (breadth of the brand) and customer loyalty.