Although global exporters, foreign producers, and domestic producers have been battling each other in China’s chocolate market for decades, it is not clear how Chinese consumers respond to the various brands. This chapter discusses the implementation of two tasting experiments to test the preferences of Chinese consumers. A ‘blind condition’, where participants were not told about the chocolate brands, was compared with a ‘non-blind condition’, where participants were informed about the brands before tasting. The results suggest that brand information does influence tasting experience. Chinese consumers have higher preferences for imported brands as compared with domestic brands or foreign brands which are produced in China.
Keywords: blind condition, Chinese consumers, preference of Chinese consumers, chocolate brands, tasting experiments, experiments, imported brands