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Objective& Intended OutcomesIn today’s markets ofincreasing competition and consumption; where there are abundant chocolatebrands selling similar products, consumers have a great number of options andnumerous different factors influencing their buying behavior. Chocolate isconsidered one of the products that is consumed and liked by almost everyone.

It is no surprise that in the United States the chocolate sales in 2017 areexpected to exceed 22 billion U.S. dollars. In 2020 the United States isforecast to become the number one consumer of chocolate worldwide (Statista,2017).

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Another reason this product category will continue to expand is the factthat 70 percent of chocolate is purchase on impulse (Allen, 2010). In otherwords, the customer’s first intention to be at the selling place was not to buya candy but we buy them when we see them displayed. In light of the previousscenario, this project will make an effort to determine the factors that havean effect on consumer’s buying behavior and will concentrate on the following Snacksize chocolates brands: Reese’s,Snickers, Kit Kat, Hershey’s, and Twix. This project will be conducted andlimited to the residents of the city of Norton in the State of Kansas. The mainobjectives are a) to understand the decision-making process of Snack Sizechocolate consumers, b) to assess the different evaluative criteria, 3) and to evaluatethe consumer attitudes in relation to consumption of chocolate.

The outcome ofthe study will provide important information of the influential factors thataffect the preference of a brand over another at the time of the purchase. Thisinformation can help stores and gas stations managers understand thepreferences of customer’s and adjust their product mix to satisfy the realdemand of the consumers in the city of Norton.DataCollectionsThe content of thisproject is composed of primary and secondary data.

In addition, A combination of qualitative (interviews) and quantitative (survey)research methods were used for the gathering and analysis of data.  To collect the primary data, a questionnaire containing36 questions was designed to randomly interview a total of 20 participants composedof co-workers, neighbors and friends. Participants will be interviewed andasked to fill in the questionnaire. To collect secondary, a special afford wasmade to use well-known authors, as well as focusing on using up to date journalarticles and book references. ConsumerBehaviorsIthas been studied and established that choosing food requires more complexdecisions and are dependent on different, physiological, psychological, as wellas social and cultural factors (Frewer & Trijp, 2007). It has been foundthat personal values are primary determinants of consumer behavior (Homer &Kahle, 1988). It can be stated that values are among the most significant leadingfactors that have an effect on the kind of needs consumer attempt to satisfy whenpurchasing a product (Tse et al., 1989).

In this project, research will beconducted to determine the influential personal values that have an effect onthe purchase behavior of the participants. Thefollowing personal preference determinant attributes will be used in theanalysis of the Snack size chocolate brands: taste, appearance, texture, size,price, and packing. SurveyThe following survey will be conductedby asking the randomly selected participants to rate each brand of Snack Sizechocolates, based on each of the aforementioned attributes. In this study amulti-attribute attribute model called the Fishbein model will be used to determineconsumer’s attitude. Solomon (2016) explained that the Fishbein model measuresthe following elements of attitude: salient beliefs, object-attribute linkagesand evaluation of each one of the crucial attributes. According to Lindgren& Konopa (1980), the notion of this model contemplates that when consideringmultiple brands the consumer will distinguish the attributes most wanted andthen will evaluate how much of these attributes the brand possess. To measureeach component of the Fishbein model the following questions were created: 

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