Chewing Gum Marketing

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Daily gum chewing common, but sales trend down Chewing gum makers have spent past five years publicly expressing their deep concern over steadily declining sales and negative trending consumer patterns in the U.S. and Europe. Sales are growing in emerging markets, mostly in Asia, because of the sheer expansion of these economies and their growing middle class. Global sales are expected to reach $22 billion in 2015 from $20 billion today. In Puerto Rico 19% of consumer ages 12 & up buy gum every single day. Parents have reacted by keeping their children from gum chewing habit that was such a source of pleasure back in their own days. Kids have always been the biggest category of chewing gum users. Even at reduced sales, the Gaither poll shows that consumers below age 18 represent 33% of islands gum users, compared with 24% of those 18-34, 20% of users 35-54 and 9% of adults above 55.Chewing gum makers don’t mention health issues while analyzing their sales. They play with the alleged health benefits of chewing gum, particularly the sugarless variety. Wrigley and Perfetti are the biggest players in the chewing gum market. Chapter III Objective This market research on Chewing gum market was done to obtain certain specific objectives:- (i) To find out the performance of Chewing gums in market place vis a vis competition. (ii) Consumer Behaviour of Chewing Gum users & consumption pattern. (iii) What are those factors which influence consumer’s buying behaviour? Chapter IV Research Methodology Research Design This research has been conducted to study the performance of chewing gum brands in the market, factors effecting consumer’s buying behaviour, consumer behaviour of c... ... middle of paper ... ... put 3 in my mouth (d) I put more than 3 in my mouth Q12. Where do you normally buy chewing gums? (a) Pan Khokas (b) Grocery/General Stores (c) Pharmacy (d) Super Stores Q13. What are your preferences in the choice of chewing gums? (a) Taste (b) Sweetness (c) Price (d) Calories (e) Brand of the chewing gum (f) Packaging (g) Ingredients/ flavours Q14. If yes what was the medium of your awareness of chewing gums? (a) TVC (b) Social networking site (c) Radio (d) Retail shop display (e) Word of mouth influence (f) Consumer activation Q15. Have advertisements stimulate you to change your preference? (a) Yes (b) No (c) Rarely Q16. How often you buy Chewing gums? (a) Very often (b ) Regularly (c) Sometimes (d) Occasionally (e) Never Buys Q17. Which is your favourite flavour? (a) Mint (b) Strawberry (c) Mango (d) Nimbu (e) Saunf (f) Paan (g) Tuti Fruity

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