Godiva Europe is part of Campbell Soup Company. The Godiva Europe part of the Campbell Soup Company creates the legendary Godiva chocolates. Godiva Europe provides chocolates for not only Europe, but a portion of American, Japan, and other European countries. One of Godiva Europe’s specialties is the praline. Customers purchase pralines differently based on the intent of the user, or whether it is a gift or for personal consumption. Whatever the motive for purchasing pralines, the consumer is not as impulsive in buying this higher priced chocolate. Consumers look for specific features when buying pralines for gifts. Since pralines are more expensive, purchasing these gourmet chocolates are more calculated than buying a regular chocolate bar at a local store. Consumers look for specific features. One feature is attractive packaging that is available in assorted varieties. Godiva Europe offers these options by providing holiday and special occasion packaging. Gift buyers also look for a high quality of taste. Godiva Europe pralines are also uniquely decorated. A majority are decorated by hand. This creates a more unique gift than a regular bar of chocolate. When a consumer buys a praline for a gift, they tend to be more meticulous. The praline used for a gift is also usually gender-based. More men give women pralines than women giving men this type of gift. Women value the expense, detail, and taste of the praline more than men. Men prefer a better tasting chocolate to fancy decorating and packaging when receiving a gift. However, more men prefer to give gifts that have decorative packaging and the other benefits of the praline. When a consumer buys a chocolate for themselves, they are more interested in less expense, taste, and quality. A consumer is not trying to impress anyone when buying chocolate for themselves. This means less scrutiny about packaging. Buying a cheaper candy bar that tastes good is about pleasure for the consumer. While that is acceptable for individual consumption, the same purchase would be considered cheap as a gift. Quality is important for gifts, but the individual taste is more important when buying for individual consumption. While there is no doubt that Godiva Europe provides high-quality chocolates, individual taste is the main preference for buying chocolate for personal consumption.Pralines are also divided into sales by the Godiva Europe case study. Sixty percent of pralines are bought as gifts, whereas only forty percent is bought for personal pleasure. This leads to the conclusion that the packaging, decorative appearance of the praline, and the price is slightly more suited for gift giving.People do shop differently for gifts or personal use. This is especially true in chocolates. Godiva Europe has a brand that fits both types of shoppers. With there line of different pralines, assorted packaging, and luscious chocolates Godiva Europe provides a top product in their specific field.
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