Consumer Perception and Positioning of Dark Fantasy in the Nepali Confectionery Market

Abstract

This report documents a 16-week cooperative education placement at Surya Nepal Pvt. Ltd. and a mixed-method market study on the consumer perception and positioning of Sunfeast Dark Fantasy in Kathmandu. The study combined field visits and retail audits with a structured consumer survey (n = 100; 70% in-person, 30% online) to assess awareness, purchase behaviour, product evaluation and retailer feedback. Findings show high brand awareness and strong taste preference for Dark Fantasy’s molten chocolate centre, while purchase patterns indicate an occasional-use category (18% regular buyers; 50% occasional buyers). Key concerns included packaging fragility for Choco Rolls and price sensitivity for larger SKUs. Drawing on market overview, 4Ps analysis and retailer insights, the report recommends targeted actions such as improved packaging for Choco Rolls, introduction/promotion of trial-size NPR 10 SKUs, retailer incentive schemes, and limited- edition flavour trials to convert trial into loyalty and strengthen market penetration. The experience also reinforced practical skills in retail audit, survey design, and data interpretation, linking academic theory to FMCG practice.

Keywords: consumer perception, market research, brand management, retail visits, promotional strategies

ผศ. ดร.มารุจ ลิมปะวัฒนะ – Asst. Prof. Maruj Limpawattana, Ph.D., บธ.บ. การตลาด (หลักสูตรนานาชาติ) – B.B.A. Marketing (International Program), บริหารธุรกิจ (Business Administration), บริหารธุรกิจบัณฑิต สาขาวิชาการตลาด (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Marketing (International Program), 3/2567 (2024)