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Description
The chocolate market in Sri Lanka has grown swiftly, providing a diverse range of chocolates in addition to chocolate-covered snack items referred to as “chocos.” Nonetheless, expanding the range of products has led to consumer confusion about the differences between chocolates and chocos, influencing views on quality, health benefits, and worth. This research investigates consumer awareness, attitudes, and buying behaviors concerning chocolates and chocos in Sri Lanka, focusing on the effects of social pressure, marketing strategies, and transparency of information. Based on the Theory of Planned Behavior, the study examines the influence of attitudes, subjective norms, and perceived behavioral control on consumers' intentions and their actual buying behavior. A quantitative method was employed through a structured survey given to a group of respondents. The group mainly comprised females (64.68%), with 46.1% being under 20 years old and 41.1% falling between the ages of 20 and 29. Regarding education, 40.9% of participants had a degree, 47.6% were in school, and 39.8% were pursuing undergraduate studies. Although 42.4% of participants expressed a moderate degree of confidence, 60% reported low or very low confidence in distinguishing between the two product classifications. Social influence became a crucial element, as 75.7% of participants indicated feeling social pressure to buy chocos branded as chocolates. Moreover, 83.6% faced uncertainty arising from inconsistent information and viewpoints. While 73.6% felt that the information provided was adequate for making purchasing decisions, 84.3% indicated that better and clearer information would encourage them to change their behavior positively. Additionally, 74% of consumers indicated they would buy chocolates if the labeling was straightforward and honest, while 68% favored clear information about ingredients and nutrition. The research finds that improving labeling clarity, advancing consumer education, and guaranteeing transparent marketing practices are crucial for minimizing misunderstandings, increasing consumer trust, and encouraging informed buying decisions.
Key words: Choco, Consumer behavior, Consumer awareness, Marketing strategies, Theory of Planned Behavior
