The Influence of Mood on Consumer Behavior When  Buying Chocolate

Nargiza Karkashadze

doi:https://doi.org/10.14445/23939125/IJEMS-V12I4P102

Research Article | Open Access

Volume 12 | Issue 4 | Year 2025 | Article Id. IJEMS-V12I4P102 | DOI : https://doi.org/10.14445/23939125/IJEMS-V12I4P102

The Influence of Mood on Consumer Behavior When Buying Chocolate

Nargiza Karkashadze, Zurab Mushkudiani, David Lekveishvili, Sopiko Tevdoradze

Citation :

Nargiza Karkashadze, Zurab Mushkudiani, David Lekveishvili, Sopiko Tevdoradze, "The Influence of Mood on Consumer Behavior When Buying Chocolate," International Journal of Economics and Management Studies, vol. 12, no. 4, pp. 7-18, 2025. Crossref, https://doi.org/10.14445/23939125/IJEMS-V12I4P102

Abstract

This study examines the influence of a consumer’s mood on their purchasing decisions when purchasing chocolate, focusing on the Imereti region. It is based on Dimitri Uznadze's Theory of Attitude and Set, which provides the conceptual framework for understanding consumer behavior. The research examines different mood attributes, including valence (positive, neutral, negative) and mood power, and how these factors shape buying choices. A survey conducted with 64 respondents revealed that 70.3% acknowledged the significant impact of mood on their purchasing decisions, with 84.4% stating that a positive mood had the most decisive influence. The study applies the multi-attribute “USP” model to analyze consumer preferences, ranking chocolate brands based on sweetness, caloric content, cocoa percentage, and price. The findings indicate that cocoa content is the most valued feature, which is crucial to consumer brand loyalty. The Georgian brand Barambo performed well in specific categories but failed to generate strong overall consumer sentiment. This suggests that, while Barambo meets consumer expectations, it may need to adjust its branding, pricing, or product formulation to enhance its market appeal. These strategic adjustments allow Barambo and similar brands to increase their market share and improve consumer loyalty in an increasingly competitive chocolate industry.

Keywords

Consumer behavior, Mood influence, Brand loyalty, Purchase decisions, Marketing psychology.

References

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