## 3 Results and Discussion  
### Analysis of Factors Influencing the Purchase of Food Products  
The aim of the statistical analysis is to determine the influence of a particular factor (statistical variable) on the selection and purchase of a particular food product. [PERSON] et al. conclude that the results indicate a significant effect of product packaging on consumers' purchase intentions [11]. In their research, [PERSON] et al. conclude that packaging material influences some of the components of sensory expectations, brand attitude, quality and price perception, while graphic design influences most of those. Willingness to buy is more related to the packaging graphic design than to the material [18]. The majority of research dealing with the impact of packaging on product purchases comes to the conclusion that color has a major impact on the product selection itself [15; 17; 23; 26]. This research was extended to other variables (apart from color, which had a great influence on product selection) that could also influence product selection. The impact of seven variables were analyzed: Packaging appearance, Packaging quality, Croatian product origin, Product  
Figure 2: Marker (**left**) and the layout of an interactive digital visual display in AR application (**right**).  
price, Brand preference, Product advertising and Position of products on shelves. The respondents (\(n=66\)) had the task of evaluating seven selected variables with repeated grades from the Likert scale ranging from 1 to 5. Below is a Box & Whisker results chart, which clearly shows the results of a survey questionnaire on motivational factors for the purchase of food products.  
The difference of the arithmetic mean between the first four ranked variables is 0.27, which means that there is no variable that has a significantly greater impact on the selection and purchase of products (Figure 3). According to analysis, the variables \"Brand preference\" with the arithmetic mean of 4.15 and \"Packaging appearance\" with the arithmetic mean of 4.14 had a slightly greater influence on the selection and purchase of food products. Although the product price is ranked third (mean = 3.99), it also had a significant impact on the purchase of the product, which means that customers aim to make the most favorable purchase. Research showed that \"Packaging quality\" had the least impact on the purchase, holding the arithmetic mean of 2.84. A little unexpectedly, \"Croatian product origin\" as a four-ranked variable had a slightly smaller impact on product purchase. Therefore, a single deciding factor for product selection and purchase could not be pointed out. The appearance of packaging as a visual connection factor between the customer and the product proves to be an important factor that consumers pay attention to when buying. However, customers consider other factors, such as brand and price, which are often decisive in selecting a product.  
The variable \"Packaging appearance\" had a frequency of 30 respondents and achieved the maximum mode 5 value. The variables \"Packaging quality\" and \"Croatian product origin\" achieved the lowest mode 3.  
Kolmogorov-Smirnov test showed that the data was not normally distributed in any of the variables (\(p<0.05\)). For the purpose of the research, a non-parametric Friedmann ANOVA was performed for dependent samples with repeated measurements. The aim of the conducted tests was to identify the pairs of observed variables, which have statistically significant differences. The ANOVA chi-square amounted to 80.948 with 6 degrees of freedom, with a statistical significance of \(p=0.000\) according to the Friedmann test. The  
Figure 3: Box & Whisker impact chart of selected variables on selection and purchase of food products.  
mentioned indicators clearly point to the existence of statistically significant differences between the grades of the observed variables.