Abstract:
This study investigates consumer perceptions and preferences for Spirulina-enriched algal
candies, combining sensory analysis and conjoint analysis (CA) to provide comprehensive
insights. The sensory analysis evaluated four key attributes: color, flavor, smell, and overall
acceptance, while the CA examined consumer preferences based on texture, brand presence,
health claims, and price. The study involved 230 participants from the National University of
Sciences and Technology (NUST), who assessed these attributes through a structured survey.
The sensory analysis revealed that consumers generally favored the overall acceptance and
flavor of the candies, though the smell was less well-received, suggesting areas for product
improvement. The CA identified health claims, particularly those related to vitamins and
antioxidants, as the most influential factors driving consumer preferences. Brand presence
also significantly impacted choices, reflecting the importance of brand trust in consumer
decisions. Texture was valued but less critical, and while price was a factor, it was the least
influential in comparison to other attributes.
The findings suggest that to enhance market acceptance, manufacturers should focus on
promoting the health benefits of Spirulina, ensuring product texture aligns with consumer
preferences, and leveraging brand strength. Additionally, competitive pricing, although less
critical, remains important in the overall marketing strategy. This research contributes
valuable insights for product development and marketing of functional foods, particularly in
the context of health-oriented confectionery products.
