1 Consumer Study of Exam Week Oriented Chocolate Bar at University of Wisconsin-Stout by Yanfang Liu A Research Paper Submitted in Partial Fulfillment of the Requirements for the Master of Science Degree JI1 Food and Nutritional Sciences Approved: 2 Semester Credits The Graduate School University of Wisconsin-Stout May, 2011 2 The Graduate School University of Wisconsin-Stout Menomonie, WI Author: Yanfang Liu Title: Consumer Study ofExam Week Oriented Chocolate Bar at University of Wisconsin-Stout Graduate Degree/ Major: MS Food and Nutritional Sciences Research Adviser: Hans Zoerb, Ph.D. MonthlYear: May, 2011 Number of Pages: 43 Style Manual Used: American Psychological Association, 6th edition Abstract Chocolate is a fascinating food; its indulgent qualities, concentrated energy and unique nutritional components distinguish chocolate from other foods. Numerous research studies report that polyphenols in cocoa are biologically active and have the potential to release stress. A survey was conducted to explore the concept of a fortified chocolate bar for use by college students during final exam week, or other periods of intensive study, to design a nutritional and convenient snack food to relieve stress, and to increase energy during final exam week. Results from surveys showed that 64% of respondents in the first survey and 50% of respondents in the revised survey rate this concept good and better. However, only 11 % respondents in the first survey and 9% respondents in the revised survey indicated they are interested in this product though they acknowledge that this is a good concept. There were no significant differences between gender, year in school, chocolate consumption frequency, program concentration and concept preference in both surveys. 3 The Graduate School University of Wisconsin Stout Menomonie, WI Acknowledgments It is a pleasant duty to record my debts of gratitude. I first would like to thank my thesis advisor Dr. Hans Zoerb from Food and Nutritional Sciences department at University of Wisconsin-Stout in Menomonie, Wisconsin. He provided me with a free space to write my thesis in and gave me informed choices, along with his generosity, time and patience. I also salute my program director, Dr. Carol Seaborn, who enlightened me and encouraged me during my studies at University of Wisconsin-Stout. I appreciate the invaluable assistance of the UW-Stout library staff, who obtained reference materials for me through interlibrary loans. Joshua Hachmeister and Susan Greene from Planning, Assessment, Research and Quality office provided me with technical and statistical support during these online surveys. Thank you also goes to my pmiicipants who were willing to take these online surveys. Special thanks are due to Miki Nomura, my dear friend with strong will power, for always been there for me. I also want to express my deep appreciation to Andrea Griffin, Jodi Engebos, and writing center tutors for helping me proofreading my thesis. Finally, I want to thank my parents, for their unconditional love and support as well as many friends encouraged me during my studies at Stout. Thank you so much. 4 Table of Contents .................................................................................................................................................... Page Abstract ............................................................................................................................................ 2 List of Tables ................................................................................................................................... 6 Chapter I: Introduction ..................................................................................................................... 7 Statement of the Problem ..................................................................................................... 8 Research Objectives ............................................................................................................. 9 Assumptions of the Study .................................................................................................... 9 Definition of Terms .............................................................................................................. 9 Limitations ......................................................................................................................... 10 Chapter II: Literature Review ........................................................................................................ 12 New Food Product Development ....................................................................................... 12 Concept Testing ................................................................................................................. 12 Internet-based Survey Trends ............................................................................................ 13 Brief Chocolate History ..................................................................................................... 13 Chapter III: Methodology .............................................................................................................. 17 Subject Selection and Description ..................................................................................... 17 Instrumentation .................................................................................................................. 17 Data Collection Procedures ................................................................................................ 18 Data Analysis ..................................................................................................................... 18 Chapter IV: Results ........................................................................................................................ 19 Demographic Profile ......................................................................................................... 19 Concept Acceptance .......................................................................................................... 19 5 Estimated Price ................................................................................................................. 20 Chocolate Attributes ......................................................................................................... 20 Chocolate Bar Type Preference ........................................................................................ 20 Respondents' Comment toward the Exam Week Chocolate Bar Concept ...................... .21 The Effect of Gender on Concept Acceptance ................................................................. 24 The Effect of Year in School on Concept Acceptance .................................................... .24 The Effect of GPA on Concept Acceptance ..................................................................... 25 The Effect of Consumption Frequency on Concept Acceptance ...................................... 25 The Effect of Program Concentration on Concept Acceptance ........................................ 25 Chapter V: Discussion ................................................................................................................... 26 Limitations ........................................................................................................................ 26 Conclusions ........................................................................................................................ 27 Recommendations .............................................................................................................. 27 References ...................................................................................................................................... 29 Appendix A: UW-Stout Institutional Board Approval of Research .............................................. 34 Appendix A: UW-Stout Institutional Board Approval of Research (revised) ............................... 35 Appendix B: Implied Consent Form .............................................................................................. 36 Appendix C: Survey Form ............................................................................................................. 38 Appendix C: Survey Form (revised) .............................................................................................. 41 Appendix D: Advertisement Flyer ................................................................................................. 43 6 List of Tables Table 1: Participants' Profile ......................................................................................................... 22 Table 2: Exam Week Oriented Chocolate Bar Concept Acceptance ............................................ .23 Table 3: Estimated Price for Exam Week Oriented Chocolate Bar ............................................... 23 Table 4: Chocolate Attributes ........................................................................................................ 23 Table 5: Chocolate Bar Type Preference ....................................................................................... 24 7 Chapter I: Introduction On many campuses, college students postpone studying for exams and as a result are required to compress preparatory some time into the few days prior to exams. Numerous studies have characterized student procrastination (Deniz, Tra~, & Aydogan, 2009; Klassen et aI., 2010; Klassen, Krawchuk, & Rajani, 2008; Spada, Hiou, & Nikcevic,