Analysis of consumer behavior at chocolate purchase


  • Dagmar Kozelová Slovak University of Agriculture in Nitra, Faculty of Biotechnology and Food Sciences, Department of Food Hygiene and Safety, Tr. A. Hlinku 2, 949 76 Nitra
  • Eva Matejková Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Statistics and Operations Research, Tr. A. Hlinku 2, 949 76 Nitra
  • Martina Fikselová Slovak University of Agriculture in Nitra, Faculty of Biotechnology and Food Sciences, Department of Food Hygiene and Safety, Tr. A. Hlinku 2, 949 76 Nitra
  • Judita Dékányová Slovak University of Agriculture in Nitra, Faculty of Biotechnology and Food Sciences, Department of Food Hygiene and Safety, Tr. A. Hlinku 2, 949 76 Nitra



chocolate, purchase, preferences, consumption, obesity


At food purchase consumer is affected by several factors. In this work analysis of consumer behavior at chocolate purchase was performed involving 277 respondents. Statistical testing of results was performed by Chi - Square statistic, correlations have been tested with use of the Cramer's coefficient. It was found, that 86% of respondents consume chocolate. Factors affecting respondents at purchase were recommendations of friends, acquaintances (32%), brand of chocolate (24%), price (16%), personal experience (12%), health restrictions and allergies (11%). Less important factors when choosing chocolates are flavor (4%), nutritional quality (3%), country of origin (2%) and chocolate packaging (1%). In the consumption of chocolate moderate correlation among various categories of economic activity of respondents was confirmed. Chocolate was consumed mainly by respondents whose monthly income ranges from 801 to 1001 €. We found that consumers prefer milk chocolate followed by dark and white at the end. In terms of gender the most commonly was chocolate consumed by women, once to three times a week. The same frequency of chocolate consumption dominates at the categories of students and employee. Expenses frequently spent to buy chocolates were from 1-3 € per week by young people (18-23 years) and middle age generation of people (46-55 years).


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How to Cite

Kozelová, D. ., Matejková, E. ., Fikselová, M. ., & Dékányová, J. . (2014). Analysis of consumer behavior at chocolate purchase. Potravinarstvo Slovak Journal of Food Sciences, 8(1), 62–66.

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