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Title: CONSUMER BEHAVIOUR TOWARDS THE PAUL AND MIKE CHOCOLATE
Authors: Avani Jindal
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Avani Jindal Welham Girls’ School, Dehradun, India
MLA 8 Jindal, Avani. "CONSUMER BEHAVIOUR TOWARDS THE PAUL AND MIKE CHOCOLATE." Int. j. of Social Science and Economic Research, vol. 7, no. 7, July 2022, pp. 1980-1993, doi.org/10.46609/IJSSER.2022.v07i07.016. Accessed July 2022. APA 6 Jindal, A. (2022, July). CONSUMER BEHAVIOUR TOWARDS THE PAUL AND MIKE CHOCOLATE. Int. j. of Social Science and Economic Research, 7(7), 1980-1993. Retrieved from https://doi.org/10.46609/IJSSER.2022.v07i07.016 Chicago Jindal, Avani. "CONSUMER BEHAVIOUR TOWARDS THE PAUL AND MIKE CHOCOLATE." Int. j. of Social Science and Economic Research 7, no. 7 (July 2022), 1980-1993. Accessed July, 2022. https://doi.org/10.46609/IJSSER.2022.v07i07.016.
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ABSTRACT: Approximately 1 billion people consume chocolate each day and this study aims to find out the perception of the consumer towards an Indian chocolate brand, ‘Paul and Mike’ in consideration with various factors of consumer behaviour, the forces of demand and supply, sustainability, development of the chocolate industry and a lot more. This paper aims to provide the readers with an overview of the benefits and limitations of this chocolate by covering various aspects that include its uniqueness, packaging, flavours, advertisement strategy and much more. This study has also attempted to understand the reasons behind the low demand of this chocolate despite global recognition and wide variety of flavours. It also gives an understanding of the current brand positioning of Paul & Mike and its impact on the Indian consumer and economy. It helps to identify the challenges faced by this innovative chocolate brand. Overall, this paper provides a clear understanding of the consumer behaviour towards ‘Paul and Mike.’

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