Abstract:

The general objectives of this research were to increase understanding of consumer attitudes to buying Easter Eggs. More specifically:

1. To establish motivations for purchase, for whom, and how purchases for children differ from adults;

2. To look at the significance of pack design, brand names and availability in determining choices;

3. To explore the relative significance of chocolate (the shell) compared to inside contents, using a range of Rowntree Mackintosh and Cadbury Easter Eggs as stimuli;

4. To examine why Quality Street Easter Eggs perform less well than their annual sales would suggest;

5. To assess responses to the idea of Yorkie Easter Eggs, alone or in conjunction with Quality Street.