Profile of Target Market
The Twix target market is made up of women ages 18-24. These are
women either still attending college or have just graduated and thus, their income
is less than 20,000. They have never married, but many of them are engaged.
They are also predominantly Black or African American.
These women reside mainly in the mid-western suburbia. They are mobile
and renters due to the fact that they are either still in school or have just gotten
out of school.
The women in this target group are still in the Single I stage of the lifecycle.
Typical of this lifecycle stage these women are interested in entertainment,
fashion, and brands. They read magazines like Vibe and Seventeen and watch
music channels like Fuse, MTV, and MTV 2 in order to stay on top of what is
considered cool and trendy. They care about their image and are thus
conscientious consumers. But beyond entertainment their lifecycle stage also
brings up two other qualities in them. For those that are engaged they read a lot
of wedding magazines such as Brides and Modern Bride because they are
planning for their upcoming weddings and want to be in the know about the latest
wedding fashions and trends. Also, since this group of women are just starting
their careers they create a lot of traffic for websites such as careerbuilder.com
and monster.com because they are now out on their own and will need to
These women are heavy users meaning that they have bought 5 or more
bars in the past 7 days. They are the main influencers, purchasers, and users of
the Twix bar because usually they will see it on the candy display as they check
out and grab a bar for themselves without putting much thought into the
purchase. These women are young and want to be recognizes as trendsetters
stylish for always being in-the-know about what’s cool and what’s not. Since they
are in the stage of their lives where they are getting engaged and thinking about
their weddings they want to have the perfect wedding and have everything be
fabulous so that their wedding is one that everyone will remember. However,
since are still so young, they need to watch their budget. A good way to save a
little so that they can have the perfect dress, the perfect venue, and the perfect
cake is to opt for their favorite chocolate bar, a Twix, to be put in wedding party
favors. With its attractive gold wrapper they won’t feel that they’ve had to skimp
out on attractiveness, and definitely not on taste.
Applications of Consumer Decision Process
Twix bars are a convenience product, thus, the decision process for target
market consumers is not very in depth when deciding whether or not to purchase, how
much to purchase, where to purchase, when to purchase, and how to purchase. The
purchase of a Twix bar is usually impulsive. The complexity of the decision to purchase
is categorized as rutenized response because there is low involvement in the decision
ad the information search is solely internal.
The pre-purchase stages: problem recognition, information search, and
alternative evaluation, would typically occur in store. When the consumer is in the store
and waiting in line that is when they are exposed to the large candy display. This is the
point at which they will realize that they suddenly crave a candy bar. At this point they
start to scan the candy display and the candy bars that are a part of their evoked set will
stand out to them. Their choice from among their evoked set may also be influenced by
product characteristics such as price, size, quantity, and flavors. Depending on the
importance of these characteristics, the determinant ones will help them to decide at
they compare their alternative options. Since Twix bars are a convenience product
these three steps will occur very quickly and will not require any in depth analysis of the
product choices by the consumer.
When the consumer does choose to pick up the Twix bar from the candy display
to buy they are in the purchase stage. A Twix bar is typically an unplanned purchase
because they recognize the need for it only when they see it in the store. The post-
purchase stage for a target market consumer is not very in depth either. They will
generally experience cognitive consistency because they are regular consumers of Twix
bars so they know what to expect and after buying and eating the candy bar the
outcome should be consistent with what they expected to experience.
Consumer Information Processing/Learning
The five respondents for the long term memory (LTM) mapping interviews were
as a whole African American women, ages 18-23, in college or recently graduated, and
never married. The interviews showed that chocolate purchases are greatly impacted by
personal preference above all else. The interviewees were given the opening premise
that they were shopping in a drug store during autumn and as they waited in line for the
register they looked over at the candy display and got a craving for chocolate. They
were asked what chocolate they would chose to pick up and then were asked to
elaborate on the reasoning behind the brand they mentioned to reveal the positive,
negative, and affective attributes that they attached to these brands. If Twix was not
mentioned then they were asked about it specifically to close the interview.
The interview results show that candy bars with caramel tend to be popular
among the target market, especially Snickers. However, a negative found with
chocolate bars that use caramel is that it gets stuck in the consumers’ teeth and that is
a big turn off for people like Respondent 2 and 5. Respondent 3 had one of the most
clear hierarchies in her LTM map because she started by categorizing the candy bars
into three groups: caramel, plain, and expensive, then she proceeded to name brands.
Respondents 1, 2, and 4 jumped immediately to naming brands after given the situation
and Respondent 5 gave a combination of brand and category. Many of the respondents
were able to describe the brands they named by using their episodic memory and
connecting certain brands to Halloween, their families, their childhood, and even to
commercials jingles and catchphrases.
When focusing mainly on Twix candy bars three out of the five respondents were
able to retrieve this brand from their memory by themselves. Respondent 1 and 2 were
asked about the brand at the end of their interviews and both had more indifferent views
towards the candy bar suggesting that it was a part of their inert set. Respondents 3 and
4 both described Twix bars positively through their description about how Twix tastes
good, how they like the ingredients, and that it is unique when compared to other candy
bars. However, Respondent 5 put Twix bars into a negative category because she did
not like chocolate bars that have caramel because they get stuck in her teeth which
becomes an annoyance so she tends to just avoid them all together; Twix could be
considered a part of her inert set.
Since the interpretivist approach was used to gather data, the discussion on
attitudes will be formed simply from inferences from the primary data. Cognitive
components that respondents seemed to value were good taste and an additional
ingredient component coupled with the chocolate (caramel, peanuts, nougat, etc.)
Although Twix doesn’t seem to have a displeasing taste among the target audience, it is
hit or miss with the use of caramel because some people find it valuable while others
are turned off by it. This perhaps may lead to cognitive dissonance when a consumer
who does not like getting caramel stuck in her teeth still enjoys the taste of the candy
This leads into the affective component which seems to be about having fun,
nostalgia, and interaction with others. Twix has had advertisements which use a more
biting humor than usual candy bars. They encourage greediness when eating the candy
bar with slogans such as “two for me, none for you.” (“Twix Ad…”) The recent
commercial campaigns entitled “Get the Girl” have to do with a man who eats his Twix
bar when he gets into dangerous territory when talking to a girl in order to buy himself
some time to twist his words around in order to impress her instead of making her
angry. (“Get the…”) This campaign has used the slogan, “Need a moment? Chew it
over with Twix.” (Torchinsky) These advertisements give a carefree and entertaining
vibe to the chocolate bar. The Twix slogans over the years have also been very
memorable, so for consumers they get nostalgic when they eat a Twix bar and are
reminded of the commercials from their childhood. Although, the advertisements said to
keep both pieces to yourself, many consumers like buying Twix because it is easy to
share with another person as each person will get one bar and they won’t have to worry
about breaking a bar into equal halves.
Since Twix bars are convenience products there is not an in depth conative
component to their purchase. The target market consumers usually purchase Twix bars
when they are already in the store and see the product so they make an impulse
purchase. The purchase does not require a lot of thought on the consumers’ part.
The process of perception is first sensing, then selecting, then interpreting. With
sensing the Twix brand had to deal with just noticeable difference when changing its
packaging. A simple change they made was from a diagonally printed rigid text reading
“Twix” (“Twix.gif”) to a horizontally typed rounder font (“Twix.jpg”). However, in this case
the colors and size of the packaging remained the same so it was slightly greater than
just noticeable difference. The real packaging changes took place when they introduced
new flavors. The Twix PB bar uses a background of red foil and dark brown with the
“PB” in yellow while the “Twix” remains in the same recognizable print. (Deanna) The
Twix Java drops the foil and uses a background with different shades of brown in a swirl
pattern. As a part of the interpretation step, the word “java” on the wrapper uses
gestalt’s principle of similarity to create a cup of coffee out of the “v.” (Brian) It is the
product’s packaging and placement that will essentially get it to be noticed and selected
because as a convenience product the consumer will tend to buy it when they see it in
the store, not as a planned purchase which they go to the store to seek out. Twix’s
shiny foil wrapping helps it to stick out compared to competitors, but placement of shelf
differs from store to store and it could be placed on the very bottom far from view or it
could be directly at eye level as the consumer checks out their purchases at the
Suggestions for Research Approach
This paper only utilized the interpretivist approach through the LTM mapping
after conducting 5 interviews. In order to gain a better understanding of the Twix brand
as perceived by its target market it is important to also conduct positivist research.
Surveys of the target market will reveal the consumers’ attitudes towards the Twix
brand. It would also be useful to do use a larger sample for the LTM mapping interviews
so that there would be more respondent answers to analyze since five is not enough for
a internationally recognized brand. It would also be interesting to study respondents that
are not in the target market. Although the target market is made up of women the Twix
advertisements seem to be geared more towards men with their history of leaning
towards more impolite humor and their recent advertisement campaign using a male as
the protagonist. Perhaps Twix is trying to appeal more to men or maybe they are not
aware that it is actually women who embody their target market. More research in both
the interpretivist and the positivist approach would help to provide an answer.
Brian. “Candy Review: Twix Java.” Oct. 12, 2007. Candy Addict.com. Nov. 22, 2009.
Deanna. “Twix Peanut Butter.” Oct. 20, 2008. Chocablog. Nov. 22, 2009.
“Get the Girl.” Nov. 22, 2009. http://www.twix.com.
Torchinsky, Jason. “Painfully Inane Adwatch: The Twix: “Need a Moment” Campaign.”
July 21, 2009. BoingBoing. Nov. 22, 2009.
“Twix.gif” Nov. 22, 2009. http://advantageserviceltd.com/images/twix.gif.
“Twix.jpg.” Nov 22, 2009. http://fruitfly.files.wordpress.com/2007/12/twix.jpg
“Twix Ad Postcard.” Added by crayolamom. Nov 22, 2009.
Case 2: Twix
Two For Me.
None For You.
I pledge on my honor that I have not given or
received any assistance on this assignment.