ИЗСЛЕДВАНЕ НА ПОТРЕБИТЕЛСКИТЕ ВЪЗПРИЯТИЯ И РАЗПОЗНАВАЕМОСТ НА LINDOR
RESEARCH ON CONSUMER PERCEPTIONS AND RECOGNITION OF LINDOR

Summary/Abstract: This research analyzes consumer perceptions and brand recognition of Lindor within the competitive landscape of Ferrero Rocher, Merci, and Milka. The primary objective is to evaluate the degree of brand awareness and perceived quality relative to competitors, culminating in the development of a positioning map based on consumer attitudes. The methodology employs a mixed-methods approach: a qualitative spontaneous recall test with five respondents and a quantitative online survey involving 25 participants using a 5-point Likert scale to assess key criteria. The results demonstrate that Lindor is the definitive leader in terms of taste, quality, and premium image, with 76% of respondents selecting it as their top brand. The brand occupies the strongest position in the premium segment, successfully blending sensory experience with high emotional engagement. The study confirms a total alignment between Lindt & Sprüngli’s global brand strategy and actual consumer perceptions in the market.

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