Introduction:
There are a couple different themes that become very important when analyzing the Nestle Crunch Bar case. During the case, many research channels were used to find various themes and feelings residing within the consumer, conscious and subconscious. Between pages twelve and fourteen, multiple feelings/themes are presented. A couple of these have stuck out in comparison to the others, emotional comfort and enjoyment. These two themes seem to be present in the mind of the consumer through all of the consumer testing studies and also within the consumer throughout the entire purchasing experience.
A) From the Nestle Crunch Consensus Map, we can see that enjoyment is linked to many other feelings that evoked in the consumer during the purchasing experience. Some of the predecessors to enjoyment include aspects such as taste, product attributes, indulgence and anticipation. These are all things that occur before enjoyment is experience from the consumer. From the study, it can be seen that enjoyment is an experience that is almost purely defined by primary deciding factors such as the ones mentioned above; making enjoyment a secondary feeling during the experience of consuming a nestle Crunch bar. The qualities of the product such as taste, feel and look are directly linked to enjoyment one gets out of the product. One of the words related to enjoyment that tends to stick out in the study, is indulgence. This is a word that is often personified with chocolate in general. “Chocolate is a complex material possessing numerous compounds that act upon the brain, producing a sense of delight that no other substance can replicate” (Chocolate: The Love Drug). Indulgence is important because it can lead to a sense of fun and playfulness, both which are positive characteristics a brand manager would want to be associated with their product. On the negative side of