The impact of chocolate limited editions on purchase intention

: a study of the sense of exclusivity and perceived quality role

Abstract

In the dynamic world we live in, consumers tend to become overwhelmed with the quantity of products available in the market. Limited editions, as the name suggests, are products that have limited availability and could be a good strategy for a company to differentiate its products from its competitors. The aim of this study is to prove and acknowledge how these products could be a good initiative for a company to launch and in which way they influence consumer decision-making. This study only focuses on chocolate limited editions since this was the category chosen from the pre-survey when compared with categories such as beverages, household hygiene, food, and personal hygiene. The main purpose of this master's thesis is to understand if limited editions are perceived differently by shoppers when compared to normal products. To gather information and data for the study, a pre-survey was formulated, followed by a focus group, and finally ending up with the main survey. The main conclusion that all the readers can take from this study is that the communication behind a product with limited quantities of availability doesn´t directly affect the way the consumer is willing to pay for the product. I concluded that limited edition products are not seen as products that offer the customers a sense of exclusivity. Other factors are taken into consideration at the moment of making the purchase decision. Moreover, I also found that chocolate limited editions are not seen as products of higher quality when compared to regular products.

Date of Award	23 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)