## 3 Results and Discussion
### Comparison of Chocolate Choices on Analog and Digital Media
#### 3.2.1 Analysis of Factors Influencing the Choice of Chocolate on Analog and Digital Media  
The first part of this chapter gives an analysis of selected factors (statistical variables) that influenced the choice of a chocolate product on analog media. The experiment was conducted in such a way that the subjects chose three factors that motivated their purchase the most. The respondents chose in the following order: the first choice (3 points awarded), the second choice (2 points awarded) and the third choice (1 point awarded). If no factor was selected, 0 points were awarded. The influences of the factors (Color, Packaging appearance, Brand and Habitual buying) for chocolates offered were researched on printed media. A detailed descriptive statistical analysis of respondents' answers was made. The respondents had to choose motivational factors. In order to determine the statistically significant differences between samples, a non-parametric Friedmann ANOVA was performed for dependent samples with repeated measurements. The ANOVA chi-square amounted to 50.366 with 3 degrees of freedom, with the statistical significance of the Friedmann test being \(p=0.000<0.050\). Results \begin{table}
\begin{tabular}{c c c c c} \hline \hline \multirow{2}{*}{**Variable Pairs**} & \multicolumn{4}{c}{**Wilcoxon-Matched Pairs Test-Marked**} \\  & \multicolumn{4}{c}{**Tests Are Significant at \(p<0.050\)**} \\ \cline{2-5}  & **Valid N** & **T** & **Z** & \(p\)**-Value** \\ \hline a: Fin Carre & 17 & 75.000 & 0.071 & 0.943 \\ \hline b: Lindt & 16 & 41.500 & 1.370 & 0.170 \\ \hline c: Zwe\%vo Mikado & 12 & 33.500 & 0.431 & 0.666 \\ \hline d: Dairy Milk & 15 & 20.000 & 2.271 & 0.023 \\ \hline e: Milka & 20 & 55.500 & 1.847 & 0.064 \\ \hline f: Bellarom & 7 & 5.500 & 1.436 & 0.151 \\ \hline g: Alpinella & 9 & 4.000 & 2.191 & 0.028 \\ \hline h: Kras Dorina & 25 & 135.500 & 0.726 & 0.467 \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Wilcoxon test of variable pairs’ comparison on analog and digital media. suggested the existence of influencing factor pairs that are statistically significantly different, with a significance level of \(p=0.050\). Therefore, a further statistical analysis was performed in order to identify those pairs of variables whose values have statistically significant differences. For this purpose, Wilcoxon pairwise comparison tests were performed for dependent samples. The test indicated the statistical significance of the Wilcoxon test. All groups had statistically significant differences (\(p<0.05\)). This brought to the conclusion that the motivational factors which influence the purchase of chocolate products offered to the respondents through the analog media have the following order: 1. Brand, 2. Habitual buying, 3. Packaging appearance, and 4. Packaging Color (Figure 5). Statistical analysis showed that Product Brand was the greatest motivational factor in the choice of chocolates on analog media. The arithmetic mean of this variable amounted to 2.151, while the median amounted to 2 (Figure 5). About half of the respondents believe that brand motivated them the most when buying a food product. The second motivational factor was Habitual buying, whose arithmetic mean amounted to 1.757, with a median of 2. The result showed that approximately one-third of the respondents were mostly motivated by habits when purchasing a food product. Packaging appearance as the motivational factor stood at the third place. The arithmetic mean of the mentioned variable amounted to 1.257 with a median of 1. Packaging appearance was ranked third among the offered motivational factors, with slightly less than half of the respondents choosing that factor. The worst ranked motivational factor was Color, with an arithmetic mean of 0.651 and a median of 0. Two-thirds of the respondents did not choose color as one of the three motivating factors that influenced most of their choice of a food product.