Consumers’ perception, awareness and acceptance of dark chocolate effect consumer buying dark chocolate

Consumers make purchases in order to satisfy their needs and wants. The wealth of products and services produced in a country make the country economy strong. Dark Chocolate is one of it. This study aims to examine factors which influence the buyers to buy Dark Chocolate. Factors examined include personal perception, awareness, acceptance and demographic details ranging from gender, age, and ethnicity. Data were collected using self-administered research questionnaire. Samples were selected through simple random sampling method and a total of 200 questionnaires were distributed randomly among University Malaysia Kelantan. Data collected was analyzed using PASW Statistics version 18.0. Finding shows that consumers buying behavior towards Dark Chocolate is driven by their perception to the Dark Chocolate where different person has different taste. The consumers are also influenced to buy Dark Chocolate by the awareness of the advantages and the benefits of Dark Chocolate. Other than that, mostly the consumers buy Dark Chocolate at Hypermarket and when there is promotion. Among demographic details which are found to be related to consumers buying behavior towards Dark Chocolate is gender. Discussion on findings, conclusion and limitations of study are also included in the report.