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SHOPPER SEGMENTATION: CHOCOLATE BY POPAI UK & IRELAND

Chocolate is big business. But how do we shop for it? Is it a case of grab-and-go, or do we like to make more informed decisions? In the USA, Hershey has identified that chocolate confectionery buyers on average use only three touchpoints to inform their purchase decisions on planned shopping trips.

In this report, we take a closer look at the influence of display on the purchasing decisions of a range of chocolate shoppers and ask: when it comes to buying chocolate, what hits the sweet spot? 

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