## 3 Results and Discussion
### Comparison of Chocolate Choices on Analog and Digital Media
#### 3.2.2 Comparison of Motivational Factors on Different Media Using the Correlation Analysis  
Firstly, a comparison of motivational factors was presented using percentage values relative to the total number of points for analog and digital media. Based on this, it could be seen how the existing four variables (Color, Packaging appearance, Brand, Habitual buying) changed the value by adding two new variables (Technology, Interactivity) to the evaluation of all the motivational factors on digital media (Figure 7). Figure 6: Box & Whisker chart of the motivational factors which most effect the purchase of chocolates on digital media. Figure 7: Comparison of motivational factors for product selection between analog and digital media in percentage values. The ranks of motivating factors that influence the purchase of chocolate on digital media were mostly identical to those on analog media. The top three ranked motivational factors had an almost identical result. The variable Brand had 92 points (23.6% of the total points), Habitual buying 87 points (22.3%), and Packaging appearance 82 points (21%) (Figure 7). Somewhat unexpectedly, the variables Technology (40 points) and Interactivity (20 points), being the main characteristics of digital media, did not represent significant motivating factors when choosing a chocolate on a tablet. These results also showed that the added value of a product that could affect its purchase was not achieved by presenting the product on digital media. By switching from analog to digital media, the variables Brand and Habitual buying got a significantly smaller share at the expense of the newly added variables Technology and Interactivity. This suggested that augmented reality with new product perception capabilities still does not have a large impact on purchases of a product. The data from the graph showed that the same motivating factors affected the chocolate buyer, regardless of the type of medium through which the product was offered. [PERSON]'s ANOVA and Wilcoxon tests showed that the key motivating factors when buying food products through digital media were also those factors that influenced the purchase of analog media. Therefore, the motivation to purchase a chocolate is not significantly determined by the medium through which the food chocolate is being offered. In order to further confirm the previous conclusion, a nonparametric correlation analysis of the variables of Color, Appearance, Brand and Habitual buying for both media was performed, with the help of [PERSON]'s rank correlation coefficients (Table 2). The results of the research clearly indicated that the motivational factors that influence the chocolate choice did not depend on the media. A weak positive correlation can be found in the variable Color on both media with [PERSON]'s correlation coefficient of 0.302, which was statistically significant \(p=0.013<0.050\)). [PERSON]'s correlation coefficient of 0.435, which was statistically significant (\(p=0.000<0.050\)), was determined between the Brand variables on analog and digital media. According to this indicator, there was a real significant correlation in Brand variables on both media. The mean positive correlation was determined on the variables Habitual buying on both media, with [PERSON]'s correlation coefficient of \(\rho=0.561\). The previous coefficient was statistically significant with an empirical \(p\)-value of \(p=0.000<0.050\). In that case, there was also a real, statistically significant positive correlation between the variables. There was no statistically significant difference between the variables of Packaging appearance on both media, as indicated by the empirical \(p\)-value of \(p=0.109>0.050\). Studies in which the same product (chocolate) was presented on two different media with variables used in this study have not been investigated in other papers. Therefore, the results of this research can help food manufacturers bring their products closer to customers by applying certain variables.