ANALYZING CONSUMER PERCEPTION FOR ALGAL CANDIES THROUGH CONJOINTANALYSIS

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.