Perception of chocolate brands in the Czech market: the case of Dorina

Companies’ environments today change more rapidly than ever. Being an integral part of any companies’ environment, consumers change quickly too. Consumers’ behaviour, their needs, preferences, perceptions and buying power change and it is up to companies to make sure they follow all relevant changes closely. In order to do so, market research is performed. This paper investigates perception of the Croatian chocolate brand Dorina in the Czech market. The biggest Croatian confectionery manufacturer Kraš is present on the Czech market for quite some time, but its chocolate brand Dorina held 1% of Czech market in 2007. Why was that so and how could Kraš improve were questions we aimed to investigate. In order to reach the answers, a primary research was conducted. Based on data already available and internal Kraš resources, the framework for a qualitative research was developed. The empirical study was performed in a form of focus groups with Dorina consumers. Objectives were defined as obtaining more insight into perception of chocolate as a category and perception of Dorina brand in the Czech market. The research propositions were: 1. perception of chocolate as a category should be observed through multiple dimensions, such as functional characteristics and emotions ; 2. Dorina is perceived as a middle segment brand, from a trusted producer ; 3. Dorina needs to be more visible on the market. There were 6 focus groups held in September 2007, with five to ten participants in each focus group. Analysis of data gathered pointed out that chocolate category could be perceived through products’ functional characteristics, emotions related to consumption (before and after consumption), types of chocolate and situational factors of consumption. Czech consumers can place 22 chocolate brands present on their market into three major segments: premium, middle and lower segment. Both propositions related to Dorina brand were also supported by the research results. Dorina is perceived as a quality product from a trusted producer. However, its packaging needs adjustments, assortment should be widened and distribution index increased, as well as the promotion efforts. The paper ends with recommendations to the producer on how the market share for Dorina could be increased. The added value of the paper reflects in the overview of the Czech chocolate market from the Croatian producer’ s point of view and the internationalisation of Croatian brands, as the findings could be useful not only to Kraš in aspect to its brand Dorina and other active brands in the Czech market, but to other Croatian exporters to the market of the Czech Republic.