Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers |
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Authors: | Park Thaichon Charles Jebarajakirthy Puja Tatuu Rahul Gautam Gajbhiyeb |
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Institution: | 1. Department of Marketing, S P Jain School of Global Management, Sydney, Australia;2. Faculty of Business and Law, Swinburne University of Technology, Melbourne, Australia |
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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. |
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Keywords: | Australia chocolate consumer repurchase product selection value self-gratification value socialization value |
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