Abdullah Malik, Amir Razi, Muhammad Bilal Tariq, Int. J. Eco. Res.
, 2013, v4i2, 7-12
ISSN: 2229-6158
INCREASE OF CHOCOLATE USAGE IN RECESSION
Abdullah Malik
Lahore Business School, The University of Lahore
Pakistan, abdullahmalik66@[Link]
Amir Razi
Assistant Professor, Lahore Business School
University of Lahore, Pakistan, amirrazi_2000@[Link]
Muhammad Bilal Tariq
Lahore Business School,
The University of Lahore, Pakistan
bilal__tariq@[Link]
___________________________________________________________________________
Abstract
The purpose of our study is to find out whether the sale of chocolates increases in the time of recession or not. At the
time of recession people usually feels stressed or tensed. According to various articles we see that in time of
recession stress increases among people and the sale of chocolate is not affected compared to other sweets. This
study is conducted in November 2012 in Lahore, Pakistan. The questionnaire was developed on the basis of both
qualitative and quantitative research. The sample size is about 207 and in which different types of respondents were
right in accordance with the topic but our main target sample is job oriented people and businessmen. Our study
revealed that more than 50% of people prefer to eat chocolate in time of stress while others prefer smoking, drinking
, junk food etc.
Key words: Job oriented class, Chocolate, Stress.
_____________________________________________________________________________
INTRODUCTION published in the journal Occupational
Chocolate is said to be used in the time of Medicine, which found one-in-four
happiness and joy. Moments of happiness employees suffer from such feelings when
are very less nowadays because of the the economy endures a considerable
current economic situation where job downturn. Investigators from the University
oriented people and business men are of Nottingham and the University of Ulster
scratching their heads how to tactical with also discovered stress of this type escalates
this situation of increased prices in goods by 40 per cent overall during such periods.
and services. There is no job security among Some products are bucking the recession
them, small businesses are going in slums and flying off store shelves[1].
which cause stress among them. Every
individual have own way of dealing with DEB RIECHMANN (2009). Sales of
stress some talk themselves out of it while chocolates are up Profits in the first three
others eat, smoke or drink in time of stress. months of 2009 at Hershey Co., the nation's
According to different researches conducted second-largest candy maker, surged 20
before stated that caffeine intake during percent increase in the sales and beat Wall
times of stress helps in decreasing it and Street's expectations.[2]
chocolates contain caffeine which helps you
in the time of stress. Paul Ames (2009). the Swiss chocolate
industry released statistics showing sales
Dr Jonathan Houdmont (2012). Times of were up 2 percent in 2008, with the average
recession sees work-related stress levels rise citizen of the Alpine nation gobbling up 12.4
significantly. This is according to a study kilos of chocolate, up 100 grams from 2007.
“People eat chocolate in good times to
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Abdullah Malik, Amir Razi, Muhammad Bilal Tariq, Int. J. Eco. Res., 2013, v4i2, 7-12
ISSN: 2229-6158
celebrate and in hard times to feel better,” • Age group of people who prefers
said Josiane Kremer, a spokesperson for chocolate.
Barry Callebaut, the Zurich-based up market
chocolate maker.[3] METHODOLOGY
N Despuez (2009). Chocolate companies are This study was conducted in November,
enjoying strong sales in global financial 2012. One questionnaire was used as a data
crisis as more consumers are spending their collection instrument. The sample size of
money to buy comfort foods especially our study is 207. The questionnaire consists
chocolates. In Asia and Middle East, of 17 questions two of them are open ended
Cadbury’s sales rose by 11 percent and 12 questions and remaining were close ended
percent, respectively. Cadbury, which also questions. A simple random sample was
produce candies and gums, said nearly 50 used. The hypothesis of this study is:
percent of its first quarter sales accounted
for chocolates. Meanwhile, the company H1: People eat chocolates in the time of
stopped producing beverages last month as recession.
this market does not generate profit as
expected.[4] H2:People do not eat chocolates in the time
of recession.
Clara Moskowitz (2009). The study,
announced today, found that people who RESULTS
rated themselves highly stressed to begin We took samples of 207 people in which 45
with had lower levels of stress hormones people are student, 123 are job oriented
after eating chocolate every day for two people, 24 are businessman, 15 are the
weeks. The study's subjects ate 40 g of dark common person. Below are the results.
chocolate daily, or a little less than a Distribution By Age:
regular-sized Hershey's bar, which contains A total of 207 participants are participating
44 g. The doctors took urine and blood in our study out of which 45 people are
plasma samples from the participants at the student, 123 are job oriented people, 24 are
beginning, halfway through, and at the end businessman, 15 are the common person.
of the two week study, and found lower
levels of the stress hormones in the samples Table 1 : Distribution by age group
at the end.[5] Valid Age
Frequency %age
OBJECTIVES 15-25 146 70.5
25-35 44 21.3
• The kind of people suffering through 35-45 15 7.2
stress the most in the recession like 45-55 2 1.0
employed, Business men, e.t.c. Total 207 100
• What kind of food people prefers to eat
in time of recession. We take 207 samples in which evaluation of
• Do an ordinary individual knows that ages the percentage of age between 15-25
chocolate help decrease their stress. are 146 (70.5%), 25 to 35 ages 44 (21.3),35
• What kind of chocolate would they to 45 ages 15 and 45 to 55 ages 2
prefer?
• Do the quality or price of the chocolate
matters.
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Abdullah Malik, Amir Razi, Muhammad Bilal Tariq, Int. J. Eco. Res., 2013, v4i2, 7-12
ISSN: 2229-6158
Table 2: Distribution by Gender Table 5: Distribution of chocolate type
Valid Gender Valid Chocolate type
Frequency %gender Frequency %chocolate
male 60 29.0 Sweet 102 49.3
female 147 71.0 chocolate
Total 207 100.0 Black 62 30.0
chocolate
Sample size is 207 out which 60 (29%) are White 19 9.2
male and 147 (71%) are female. chocolate
Hot 12 5.8
Table 3: Distribution of salary chocolate
Valid Salary Other 12 5.8
Frequency %salary Total 207 100.0
Below 15000 85 41.1
15000-25000 58 28.0 We selected sample size of 207 out of which
25000-35000 23 11.1 102 (49.3%) preferred sweet chocolate, 62
(30.0%) liked black chocolate, 19 (9.2%)
35000-45000 18 8.7
liked white chocolate, 12 (5.8%) preferred
45000-55000 10 4.8
hot chocolate and remaining 12 (5.8%)
Above 55000 13 6.3
preferred order
Total 207 100
Table 6: Distribution of brand
preferences:
We take sample of 207 in which 85 (41.1%) Valid Brand preference
people earn below 15000, people earning Frequency %Preference
between 15000 to 25000 are 58 (28.0%), 23
Ferrero 43 20.8
(11.1%) are earning between 25000 to
Rocher
35000, earning between 35000 to 45000 are
Toblerone 31 15.0
18 (8.7%), 10 (4.8%) are earning between
Cadbury 51 24.6
45000 to 55000 and 13 (6.3%) are earning
above 55000. Galaxy 23 11.1
Mars 26 12.6
Kit kat 19 9.2
Table 4: Distribution of martial status Other 14 6.8
Valid Marital status Total 207 100.0
Frequency %status
Married 74 35.7
In sample size of 207 43 (20.8%) people
Single 129 62.3
liked ferrero rocher, 31 (15.0%) people
Divorced 4 1.9
preferred toblerone, 51 (24.6%) people
Total 207 100.0
preferred Cadbury, 23 (11.1%) people liked
galaxy, 26 (12.6%) liked mars, 19 (9.2%)
In our sample out of 207 74 (35.7%) are and 14 (6.8%) people preferred kit kat and
married, 129 (62.3%) are single and 4 other brands respectively.
(1.9%) are divorced.
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Abdullah Malik, Amir Razi, Muhammad Bilal Tariq, Int. J. Eco. Res., 2013, v4i2, 7-12
ISSN: 2229-6158
Question Yes No Don’t know Total
(f) (R) (f) (R) (f) (R) (f) (R)
Do you think your
income is
sufficient to full
fill your needs and 79 38.2 112 54.1 16 7.7 207 100
wants in the
current economic
crises
Is the rise in the
price of goods and 178 86 22 10.6 7 3.4 207 100
services worries
you
Does this current
economic situation 170 82.1 27 13 10 4.8 207 100
make you tense
Do you think 158 76.3 31 15 18 8.7 207 100
recession is the
cause of stress
Do you like 186 89.9 15 7.2 6 2.9 207 100
chocolates
do you think
chocolate improve 157 75.8 42 20.3 8 3.8 207 100
your mood
do you know
chocolate contains 164 79.2 26 12.6 17 8.2 207 100
caffeine
did you know 134 64.7 59 28.5 14 6.8 207 100
caffeine helps
decrease stress
will you prefer
chocolate for stress 111 53.6 84 41.1 11 5.3 207 100
reduction
do you think sweet
alleviate your 119 79.2 29 14 14 6.8 207 100
mood
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Abdullah Malik, Amir Razi, Muhammad Bilal Tariq, Int. J. Eco. Res., 2013, v4i2, 7-12
ISSN: 2229-6158
The purpose of our research was to find out • Will you prefer chocolate for stress
whether people consume more chocolate in reduction? In sample size of 207
the time of stress and we related stress with people. 111 (53.6%) of people said yes,
the current economic situation. So, we could 84 (41.1%) of them said no and
also know the sale of chocolate in the time remaining 11 (5.3%) said they didn’t
of recession. According to our defined know.
objective we made a questionnaire and • Do you think sweet allieviates your
conducted the recession on this. The result mood? In sample size of 207. 119
of that research as defined by objective is as (79.2%) of people said yes, 29 (14%) of
follow: them said no and remaining 14 (6%) of
• The first thing that we needed to know them said they didn’t know.
was whether peoples current income is
enough to fulfill there needs and Results
wants?out of 207 people 79 (39.2%) • According to our objectives we needed
said yes, 112 (54.1%) said no and 16 to find out that whether people feel
(7.7%) said they don’t know. stress in time of recession and the
• Our next question was whether rise in raising prices of goods and services
the price of goods and services worry make them tense more than 80% of
them? In sample size of 207 178 (86%) people said yes.
said yes, 22 (10.6%) of them said no • Secondly we needed to know that
and 7 (3.4%) didn’t know. whether people prefer chocolate in time
• Does this current economic situation of stress 90% of people said yes and
make you tense? In sample size of around 76% thought it also improves
207.170 (82.1%) of them said yes, 27 your mood.
(13%) said no and 10 (4.8%) didn’t • It was also asked that whether people
know. know caffeine helps to decrease the
• Do you think recession is the cause to stress and chocolate contained caffeine
stress? In sample size of 207.158 around 70% of them knew it
(76.3%) said yes, 31 (15%) said no and • Around 53% of people will prefer
18 (8.7%) of them didn’t know it. chocolate in stress remaining 41% said
• Do you like chocolates? In sample size no and rest preferred something else.
of 207. 186 (89.9%) of them said yes,
15 (7.2%) said no and 6 (2.9%) of them CONCLUSION
didn’t know. According to our objectives stated before the
• Do you think chocolate improves your conclusion that we make out of this research
mood? In sample size of 207. 157 is that many people now days are tired of
(75.8%) said yes, 42 (20.3%) said no this economic situation. Increasing prices of
and rest of 8 (3.8%) didn’t know. goods and services. There are people that
• Do you know chocolate contains are enabling to fulfill their basic needs.
caffeine? In sample size of 207. 164 People are frustrated because of this
(79.2%) people said yes, 26 (12.6%) frustration leads to stress in the end. In all
people said no and remaining 17 this tensed environment they will do
(8.2%) didn’t know. whatever that makes them happy. They eat
• Did you know caffeine helps decrease anything which gives them a moment of joy
stress? In sample size of 207. 134 and more than 50% would prefer to eat
(64.7%) people said yes, 59 (28.5%) chocolate while the rest prefer smoking,
people said no and remaining 14 (6.8%) drinking, tea, coffee, junk food etc...
said they didn’t know.
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Abdullah Malik, Amir Razi, Muhammad Bilal Tariq, Int. J. Eco. Res., 2013, v4i2, 7-12
ISSN: 2229-6158
But the motive of our research was to see
whether they use chocolate or not. Among
those people who do not prefer chocolate
are people who believe that chocolate helps
decrease stress but they were not sure that
whether they would eat it or not and many
other preferred different kinds of sweets like
candies, toffees e.t.c..
REFERENCES
[1] Dr Houdmont, J. (2012).work stress
increase during a recession. University of
Nottingham's Institute of Work, Health and
[Link]://[Link]/news/
work-stress-increases-during-recession.
[2] RIECHMANN, D. (2009). The
Surprising Effects of a Recession.
[Link]
financial-fallout-surprising-effects-
recession/2.
[3] Ames, P. (2009). Is chocolate recession-
proof?.
[Link]
elux/090213/chocolate-recession-proof
[4] Despuez, N. (2009). More People Buy
Chocolate Amid Recession, Cadbury Sales
Up. [Link]
people-buy-chocolate-amid-recession-
[Link].
[5] Moskowitz, C. (2009). Chocolate
Reduces Stress.
[Link]
[Link]
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