Survey Findings
Our group has conducted an online survey with 90 participants to research on consumers’ response to the brand Godiva.
Brand Awareness
Brand Recall
In order to measure the strength of Godiva’s brand awareness, we asked our respondents questions pertaining to brand recall and brand recognition.
We start the survey by asking respondent to name the first three brands of chocolate that comes to their mind when they think of chocolate. 30% of the respondents listed Cadbury as their 1st choice followed by Godiva with 17%. It is also noted that 31% of respondents named Godiva as one of the three chocolate brands they recall when chocolate comes to mind.
Name the first three brands of chocolates that comes to your mind
We then went into more specific question and asked respondents to list the first three chocolate brands that comes to their mind when they think of premium chocolate. Interestingly only 2% of respondents named Cadbury as their 1st choice on contrary to the high ranking in the first survey question. Godiva tops the list with 44% of respondents naming it as their first premium chocolate choice and 72% named Godiva as their first three brand of premium chocolate. Another premium chocolate brand that is ranked highly amongst respondents is a close competitor of Godiva, Royce.
Name the first three brands of premium chocolates that comes to your mind
Brand Recognition
We showed Godiva’s golden ballotin without the brand logo to our respondents and asked to select the brand of chocolate that the packaging belongs to. Even without the logo 42% of respondents were able to recognize the brand of the packaging. In addition, when asked if the respondents have heard of the brand Godiva, 96% of the respondents answered “Yes”
Select the chocolate brand of the packaging
Brand Image
Moving further, we questioned the respondents the brand image they have of Godiva to determine the strength, favorability and uniqueness of the brand Godiva.
Strength
We asked respondents what come to their mind when they think of Godiva, majority of the respondents strongly associate it to high quality chocolate (38%) and Godiva being a prestigious brand (38%).
What comes to mind when you think of Godiva
We then asked respondent what they feel is good about Godiva to measure the favorability of the brand. 42% of the respondents feel that Godiva provides high quality chocolate.
Favorability
What is good about Godiva
Lastly to measure the brand image of Godiva we asked respondent what is unique about Godiva. 29% of respondents chose the prestige brand of Godiva as its uniqueness.
Uniqueness
What is unique about Godiva
From the survey result, we can see that Godiva’s strength, favorability and uniqueness are mainly on its high quality chocolate, prestige brand name and the luxury packaging. This is also good to show that there are others not well-developed areas where Godiva can work on to improve its brand image.
We define brand loyalty as someone who purchases Godiva whenever possible.
We asked our respondents how frequently they patron Godiva to check out their brand loyalty. We found out that close to 50% of our respondents have never purchase Godiva before despite being aware of the brand. 37% of the respondents claimed to purchase Godiva at least once in a year. Only 4% patronized purchased Godiva at least once every 2-3 months.
Brand Loyalty VS. Brand Substitutability
How often do you patronize Godiva?
We define brand loyalty as someone going all out just to get to hold of Godiva. If Godiva is not available, it will make a big difference using another brand.
What would you do if you wan to purchase Godiva and there isnt any in the vicinity?
To re-emphasize the importance of Godiva in the hearts of our respondents, we asked what the respondents will do if they want to purchase Godiva and they couldn’t find any in the vicinity. 59% of them said they will go for another brand. 23% said they will get it the next time and 18% said they will travel to the nearest Godiva shop.
Inference: Based on our survey, current Godiva’s customers purchase Godiva 2-3 times a year and mainly for gift giving. Only a small minority of 4% purchase Godiva for personal consumption. Godiva being highly substitutable (with 59% of the respondents claiming that they will buy chocolates from another brand if there isn’t any Godiva in the vicinity), does not have a big group of die-hard Godiva fans as only 16% said that they will travel to the nearest Godiva shop to purchase Godiva if they couldn’t find any in the vicinity.
In order to find out how we can further improve customers’ brand loyalty towards Godiva, our team asked our respondents how Godiva as a brand makes them feel and which components affect Godiva’s performance on the whole.
For the following question, respondents were asked to drag the slider to their desired value based on a range of 1-10.
Brand Feelings & Brand Performance
Does the brand gives you the feeling of...?
From the results we can conclude that that there is no one distinct feelings that the respondents have towards Godiva. Nonetheless, the top 3 most highly rated brand feelings chosen by the respondents were (1) Social Approval (65%), (2) Sense of pride, Accomplishments, Fulfillment (60%) and (3) Excitement, Elation, Cool, Sexy.
For the following question, respondent were allowed to give a max of 5 stars to each component.
How do you think Godiva performs based on the following?
From the data, Godiva fares quite consistently across the components which are a good indication for the brand. However, we also saw that Godiva performs mediocre when it comes to Price and Accessibility scoring between 2.5 - 3.5 . This is true as there are only 2 shops in Singapore and the premium chocolates sold contribute to the higher prices in comparison to other chocolates sold in the market.
Level of Interest
From the pine chart we observed that 27% maintained a neutral position, 27% expressed an interest to try and only a tiny 2% indicated great interest.
We feel that Godiva being a premium chocolate confectionery attracts its own unique group of Godiva fan probably because of its affordability and accessibility. There are a lot of room for improvements to be made to make Godiva more popular among its target audience.
Next we moved on to find out how interested they are in Godiva the next time they pass by the shop!
Conclusion
From the survey findings we found that Godiva has low brand recall when it comes to chocolate but when consumers thinks of premium chocolate, Godiva stands at a higher position. This is in line with the survey finding of the strength, favorability and uniqueness of Godiva that is providing high quality chocolate. Although brand awareness of Godiva is relatively high, Godiva still lacks of brand loyalty. In order to move in line with the global strategy, Godiva has a few areas to improve on. In example, Godiva need to work on being more accessible which respondents feel there is a lack in Godiva.