Projective mapping of preferences on milk and dark chocolate bar fortified nanocapsules Arthrospira carotenoid

Abstract

The characteristics in milk or dark chocolate Arthrospira products require testing before the product is released to the market. The purpose of this study was to use the Projective Mapping (PM) method to determine the characteristics and preferences of consumers toward milk or dark chocolate Arthrospira carotenoid products compared to commercial milk or dark chocolate products on the market, and to analyze the factors that can influence consumers’ purchasing intention. The chocolate samples tested were Arthospira milk chocolate and ten commercial milk chocolate samples (SQ, DF, LD, DV, CB, MG, VH, BB, TB, and WD). The dark one compares to ten commercial dark chocolates (SQ, M5, M6, M7, DC, WD, TB, BB, LD, and DV). The factors that influence consumers’ purchasing intentions are identified through an online survey and analyzed using chi-square. A total of 159 people (68 PM respondents and 91 non-PM respondents) took part in the milk chocolate poll, while 92 people (41 PM respondents and 51 non-PM respondents) took part in the dark chocolate poll. PM test shows consumers perceive milk chocolate and dark chocolate fortified with nanocapsules Arthospira carotenoid to be similar in taste, appearance, texture, and price to some commercial chocolate bar products, implying that both chocolate products fortified with nanocapsulesArthospira carotenoid can compete in the market. The results of the chi-square test for milk chocolate show that for PM respondents, socio-demographic factors, consumer habits of buying chocolate bars, knowledge of Arthrospira, and the benefits of consuming Arthospira influence their buying interest, whereas for non-PM respondents, consumer habits of buying chocolate bars influence their buying intention. The results of the dark chocolate chi-square test show that respondents’ knowledge of the benefits of consuming chocolate bars and the emotion conducted to consume chocolate bars and influence their purchasing interest.