This study was conducted to identify the choice attributes in the purchase of chocolate and to identify differences between the choices, by considering the purpose of purchase being self-gift or interpersonal gift. The preferred optional attributes considered and assessed were capacity, package, product composition, brand reputation, and sensuality. The survey included customers who purchased chocolates from June 1, 2017 to August 31, 2017. T-test was applied to verify the difference in optional attributes depending on the purpose of purchase. Our results indicate that people consider packages, product composition, and reputation for interpersonal gifts, and that Valentine's Day purchases are frequently for themselves and others' gifts. Our results will help to identify chocolate consumption behavior, and will facilitate in establishing chocolate product composition and development as well as brand positioning strategies, through factors affecting preferences based on the purpose of purchase.

This study investigates the effects of the purpose of fishery firms’social contributions on consumers’ purchase intention as a mediator or their fishery firms’brand evaluation. We surveyed 300 consumers in order to empirically test the suggested relationship. The purpose of fishery firms’social contributions was divided into social contribution activities and public interest marketing strategies. Fishery firms’brand evaluation was divided into three aspects including brand awareness, brand image, and brand loyalty. The results showed that the purpose of fishery firms’social contributions significantly affect consumers’purchase intention, brand loyalty as well as brand image except brand awareness. Fishery firms’brand evaluation significantly affect consumers’purchase intention. This study suggests that social contribution activities and public interest marketing strategies are essential for the positive brand evaluation of fishery firms.