## 3 Results and Discussion
### Comparison of Chocolate Choices on Analog and Digital Media  
This paper presents an experiment that consisted of choices made by respondents of identical food products (chocolate) on two different media: the analog print media (which is a conventional approach) and the digital media (i.e., augmented reality). Descriptive statistics ANOVA and the Kolmogorov-Smirnov test used for checking the normality of the data were implemented. The aim was to determine if the media exerted any influence on the choice of chocolate. The respondents (\(n=66\)) were given the task to make the first, the second and the third choice among eight offered products, first on the analog and afterward on the digital media. In similar research on a younger population (11-27-year-old respondents) authors explored how information and visual aesthetics of chocolate packaging influenced product selection. The results showed that an attractive package design was of paramount significance in the first instance when purchasing chocolate bars. The important factors which affected the buying decision were 'Information' and 'Visual aesthetics' [36]. For the purpose of statistical tests, points were awarded based on the results. A food product that was the respondent's first choice was awarded 3 points, the second choice was awarded 2 points, and the third choice was awarded 1 point. The products that were not chosen by the respondent were awarded 0 points. Chocolates were indexed for better clarity and visibility: (a) Fin Carre, (b) Lindt, (c) Zveecevo Mikado, (d) Dairy Milk, (e) Milka, (f) Bellarom, (g) Alpinella, (h) Kras Dorina. The individual variable in the graph is shown with the total number of points obtained, i.e., the sum of points obtained based on respondents' ranking (Figure 4). The results clearly show that the Milka chocolate, with a sum of 149 points awarded to it, is convincingly the most desirable chocolate chosen by the respondents based on the packaging shown on the analog media. The amount of its arithmetic mean is very high (2.257). The median of this variable amounts to the maximum amount. Furthermore, 41 respondents (out of 66) marked Milka chocolate as their first choice. Following Milka chocolate, the highest number of points was awarded to Kras Dorina chocolate (mean = 1.409, sum = 93 points). Therefore, this chocolate was the respondents' second choice 24 times in total. The Fin Carre chocolate was ranked third and followed by Bellarom and Alpinella chocolates. Figure 4: Graphic representation of product selection distribution frequencies on analog media in relation to digital media. The values of the variances and standard deviations were expectedly high given the way in which points were awarded. The results of the Kolmogorov-Smirnov test showed that no variable was normally distributed. Furthermore, descriptive statistics of respondents' choice results on digital media were carried out. Results of the descriptive statistics showed that even in the case of digital media, Milka chocolate was the most desirable food product chosen by the respondents (Sum = 132). Exactly half of the respondents (33 out of 66 respondents) made Milka chocolate their first choice. Kras Dorina chocolate was ranked below Milka chocolate with a value of a points sum 87. The Fin Carre chocolate was ranked third, with a point sum of 43. As the variables were not normally distributed, non-parametric Wilcoxon tests for dependent samples were carried out. The aim was to compare the values of the chocolate choice results and their distribution on analog and digital media. The results of Wilcoxon tests confirmed that with the level of significance (\(p<0.050\)), there were generally no statistically significant differences in the choice of chocolate on the analog and digital media (Table 1). Statistically significant differences were found in only two cases, namely for Dairy Milk chocolate with the empirical \(p\)-test value of \(p=0.023<0.050\) and Alpinella chocolate with the empirical \(p\)-test value of \(p=0.028<0.050\).