On Chocolate Loyalty: Kukoos Need to Reposition?


This case asks students to analyse data from a Kukoos, a manufacturer of premium chocolate, based in India. Students are asked to examine the brand loyalty of Kukoos’ customers in response to concerns by management that new customers are only trying the Kukoos’ products before returning to more established chocolate brands.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2023 Sage Publications, Inc. All Rights Reserved

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