THE CHOCOLATE MARKET IN ROMANIA: BETWEEN SENSORY APPEAL AND MARKETNG REALITIES

The paper analysis the chocolate market in Romania, offering insights into personal consumers’ preferences. The objective of the research is to analyze the purchasing behavior and consumers’ options using quantitative methods for gathering and analyzing the data. The main results show that chocolate is purchased based on taste, at least once a week, usually from supermarkets, and the preferred type is milk bar chocolate. Consumers spend, on average, 10 euros per week to purchase chocolate. The results are relevant to be used by producers in underpinning their marketing strategies.