1 Choice-based conjoint analysis and internet survey to assess how sorghum

2 related information influences the choice of gluten-free pasta by consumers

3 Beatriz Freitas Carvalho Guimarães Monteiro, Lorena Andrade de Aguiar, Lívia de Lacerda
4 de Oliveira

5 Department of Nutrition, College of Healthy Sciences, University of Brasilia, Campus Darcy

6 Ribeiro, Brasilia, DF, 70910-900

8 ABSTRACT

9 Sorghum is the fifth most important cereal crop after wheat, rice, maize and barley and has a

10 great potential to be used as human food because it is gluten-free, it's cheaper, has a neutral

11 flavor, has antioxidants and low glycemic index. The objective of this study was to evaluate

12 the effect of the use of sorghum flour as an ingredient in pasta and additional nutritional

13 information related to the intention of purchasing consumers through choice based conjoint

14 analysis. Four factors were selected through a literature review, each of which had two levels

15 (present or absent information): low glycemic index gluten-free, sorghum and contains

16 antioxidants. Sixteen packaging images were created based on a full factorial design. Twenty

17 comparisons were made that were presented to 122 customers, and in each comparison, three

18 images were exposed simultaneously and were asked to choose only one of them, they could

19 also choose none of the options. The utilities of each level and the importance of each

20 attribute were calculated using the XLSTAT. It was noted that sorghum attribute was the least

21 influenced the purchase intent of consumers and the information "gluten-free" was the most

22 positively influenced the intention to purchase.

23

24 Keywords: Choice based conjoint analysis; Sorghum; Packing; Pasta.

25

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26 1. Introduction

27 Sorghum (Sorghum bicolor L.) is a gluten-free graminaceous cereal. It is the fifth most

28 produced cereal in the world, behind only wheat, rice, corn and barley. It originated in Africa

29 and Asia, as it could be grown in arid and semi-arid regions, with hot and dry climates, where

30 the production of other cereals would be uneconomical (Dicko, 2005; Dicko, Gruppen,

31 Traoré, Voragen, Berkel, & 2006; Correia, Nunes, Saraiva, Barros, & Delgadillo, 2011; Paiva,

32 2014). As it is extremely resistant to high temperatures and water scarcity, it has become the

33 main livelihood of African families living almost exclusively from agriculture. Therefore, its

34 consumption in Asia and Africa makes up 70% of the daily caloric intake, especially in

35 regions with the most needy populations, so this cereal is considered a staple food for millions

36 of people and of great importance for food security (Dicko, 2005; Dicko et al, 2006; Correia

37 et al, 2011).

38 In these countries, sorghum is widely used in the preparation of numerous traditional dishes

39 such as bouillie, tô, couscous, injera, nasha and ogi, breads, pancakes, snacks, fermented

40 potatoes, unfermented potatoes and African beer (Dicko, 2005; Dicko et al., 2006; Correia et

41 al, 2011). Some sorghum-based products are already available abroad and are already found

42 on the internet, such as breads, cakes, flavored sorghum popcorn, liqueur, syrup, morning

43 cereal, pasta, biscuits and snacks (Correia et al, 2011).

44 In other countries, such as Brazil, this cereal is used primarily for animal feed, ethanol

45 production and industrial products. Currently, the United States is the main producer and

46 exporter of sorghum, responsible for 20% of the world's production and approximately 80%

47 of world exports of sorghum (Food and Agriculture Organization of the United Nations,

48 2015).

49 The possibility of producing new types of pasta from different wheat grains at the industrial

50 level has been attracting interest from researchers all over the world, since there are few

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51 gluten-free products on the market. Therefore a large proportion of celiac patients make their

52 own preparations, which requires time and dedication (Kirinus, Copetti, & Oliveira, 2010).

53 In Brazil, there is practically no consumption of sorghum. Therefore, sorghum-based products

54 can not yet be found in supermarkets and common markets, but commercial flour can be

55 obtained from natural food stores. Embrapa Milho and Sorgo, together with some Brazilian

56 universities, are developing new products, such as cereal bar with sorghum popcorn, breads,

57 noodles, among others (Borges, 2013).

58 Studies are needed to evaluate whether a product that is not part of the population's eating

59 habits arouses consumer interest, and the most appropriate statistical technique for this is

60 Conjoint Analysis. This is a statistical and multivariate technique that seeks to identify the

61 characteristics of a product that are more related to consumer preference (Pretto & Artes,

62 2009; Matos, 2011; Borges, 2013).

63 The information and characteristics of a packaging are the most important non-sensory

64 attributes evaluated by consumers in Conjoint Analysis. With regard to packaging and labels,

65 there are laws that determine the labeling standards, which are regulated mainly by the

66 National Health Surveillance Agency (ANVISA) (Smith, 2010).

67 The inclusion of sorghum as an ingredient in pasta alters not only the sensory properties of the

68 product but also nutritional properties associated with the composition of its flour and may

69 lead to label modifications related to information on its nutritional and functional properties.

70 Studies on sorghum indicate that this cereal may reduce the GI of the preparations, because

71 this cereal has condensed tannins that can bind to proteins, carbohydrates and some minerals,

72 reducing the digestibility of these nutrients (Dyke & Rooney, 2006). These phenolic

73 compounds also bind to digestive enzymes (saccharases, amylases, trypsins, chymotrypsins

74 and lipases), reducing the functionality of these enzymes, further reducing the digestion of

75 proteins and starch. Another factor that may decrease the glycemic index of sorghum is the

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76 presence of the kaffirins that form intermolecular disulfide bonds in the matrix of the protein

77 around the starch granules, which reduces the digestibility of the starch (Pruitt, 2012).

78 According to Borges (2013), sorghum also has phenolic compounds, which can be classified

79 as phenolic acids and flavonoids (anthocyanins and tannins). These compounds are secondary

80 products of plant metabolism, whose main objective is to protect them from insects and

81 diseases, and to have antioxidant action. Within the grain group, sorghum stands out due to

82 the large amount of tannins present in some genotypes. Although several sorghum products

83 are commercialized in other countries, the use of sorghum in industrialized products in Brazil

84 is punctual and practically non-existent. Knowing the impact of the use of sorghum on pasta

85 as well as complementary nutritional information due to its use is important for understanding

86 the perception of a cereal known to date as a cereal for animal feeding. We aimed at

87 evaluating the effect of the use of sorghum flour as an ingredient in pasta and associated

88 complementary nutritional information on the intention of consumers' purchases.

89

90 2. Material and Methods

91 2.1. Choice-based Conjoint Analysis

92 2.1.1. Definition of factors and levels of sorghum pasta packages

93 A bibliographic review on sorghum nutritional and functional properties was carried out to

94 define the factors of the packages and their respective levels.

95 The searches were carried out in the databases of the Capes portal (theses and dissertations)

96 and four bibliographic databases: Scielo, Pubmed, Google Academica and Elsevier, in

97 Portuguese, Spanish and English, covering articles published between 2005 and 2016. The

98 descriptors used were: sorghum, sorghum and low glycemic index, sorghum and resistant

99 starch, sorghum and antioxidants,

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100 Based on this scientific research and verification of scientifically proven sorghum properties,

101 information factors on low glycemic index, information about not containing gluten,

102 information about the presence of sorghum and information about the presence of

103 antioxidants were defined, with two levels for each of the chosen factors (Table 1).

104

105 2.1.2. Data collection and experimental arrangement

106 The method of data collection was the complete profile, and thus, each treatment evaluated

107 was composed by the combination of a level of each of the four factors. The treatment

108 arrangement was a complete factorial type, which corresponds to all possible combinations

109 between the four factors and each of its two levels, resulting in 16 treatments (Della Lucia et

110 al, 2010), as presented in Table 2.

111 In this phase of the work, the statistical software XLSTAT was used to perform the analysis

112 and design of the Choice-based conjoint analysis.

113 The first one was the name of the analysis (CBC analysis), there were four attributes, 16

114 profiles to classify, the sample size used was 120 consumers, 20 comparisons were made and

115 each one had 3 profiles (Guevara & Ocampo, 2015).

116

117 2.1.3. Packaging design

118 The 16 pasta packages were made using the programs GIMP 2.8.18 (2016) and Paint version

119 6.3 (2013), and the 3D effect was made in PowerPoint (2010). The only difference among the

120 packages was the front panel, which received the characteristics of the study. The design was

121 created based on packaging of commercial products already existing in the Brazilian market

122 and being in agreement with the rules of food labeling (Figure 1).

123

124 2.1.4. Packaging analysis and evaluation

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125 A questionnaire was done using the Google Forms tool. The participants were selected from

126 the "snowball effect" (Silva, Matheus, Parreiras, & Parreiras, 2006), where the link of the

127 questionnaire was sent to the list of electronic addresses of the responsible researchers, with

128 the intention that each consumer who responded, forward to his contact list. The link has also

129 been posted on Facebook and WhatsApp lists. The link was available for 9 days (11/07/2016

130 to 11/16/2016). Participants who were not consumers of pasta with or without gluten and

131 were not responsible for grocery shopping were excluded from the study.

132 The questionnaire was divided into 4 parts: informed consent form, sociodemographic and

133 pasta eating habits questionnaire, packaging evaluation and attitudinal questionnaire.

134 In the first questionnaire, participants were asked to provide personal data and questions were

135 asked about consumption habits regarding pasta.

136 In the evaluation part of the packages, the participants were guided about the test procedure,

137 and it was written in the statement that they behaved as if they were buying this product. The

138 16 packages were coded with random numbers of three digits.

139 Twenty comparisons were made with 3 different packages (Table 3), and in each comparison,

140 the three packages were exposed simultaneously to the consumer. There was no time

141 restriction. The participant had the option to purchase one of the three packages, and the

142 option "none of the options" was also included as part of the set of choice. All 20 comparisons

143 were shown for all consumers.

144 After collecting the comparison data of the 120 consumers, the table of choice was completed.

145 The numbers on the left of the table are associated with profiles in the profile table. The

146 empty part of the right was filled with the choices that should be between 1 and 3 for each

147 individual and 0 if none of the profiles was chosen (Guevara & Ocampo, 2015).

148 In the last questionnaire (attitudinal questionnaire), data were obtained on the level of

149 knowledge about antioxidants, low glycemic index and gluten-free products.

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150

151 2.1.5. Data Analysis

152 Statistical analysis of the results was performed at the University of Brasília (UnB), using

153 statistical software XLSTAT version 18.6 addinsoft (Addinsoft, New York, NY).

154 With regard to the matrix, we have that Y = Xβ, where Y is the vector of consumer responses

155 for the evaluated treatments, X is the matrix with the independent variables (factors) and β is

156 the vector of parameters to be estimated, being that in CBCA only a coefficient is estimated

157 by factor. In order to emphasize a treatment j, one can consider the notation Xjβ, where Xj is

158 a line of the matrix X, Xjβ = (X1j X2j X3j) β, with β = (β1 β2 β3) ', where Xsj represents the

159 level of s-th factor present in the j-th treatment. In general, Xsj = 0 and 1 are adopted for two

160 levels (Barbosa, 2015).

161 The multinomial logit model was adopted to estimate the probability (McFadden, 1974)

162 (Equation 1):

163 Where: Pi is the probability of the alternative i to be chosen and e is the basis of the neperian

164 logarithm.

165 Utility is understood as the advantage perceived by a consumer in relation to a particular

166 treatment. In equation 2, where j can be the alternative 1, 2 or 3; where U * nj is the utility

167 assigned by the nth consumer to the jth treatment; Xj = [X1j, X2j, ..., Xrj] 'is the vector 1xr

168 with the coding of the levels of r factors present in treatment j, where each xij represents the

169 level of factor i present in treatment j, where i = 1, 2, ..., rej ε {1, 2, ..., J}; β * = [β1 *, β2

170 *, ..., βr *] is the vector of parameters r x 1 to be estimated. It should be noted that in the

171 CBCA methodology the number of parameters is equal to the number of factors under study;

172 ε * nj is the unobservable random error associated with the utility assigned by the nth

173 consumer to the jth treatment (Barbosa, 2015).

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174 The importance of an attribute Ij is defined as the difference between the largest and the

175 smallest partial value associated with an attribute, thus, one must calculate the partial value of

176 each level of attribute. Αij is the partial value at all levels of this attribute. One can also

177 calculate the relative importance that shows the percentage influence of an attribute on the

178 consumer's choices, comparing with the other attributes of that study.

179 Therefore the formula of relative importance is:

180 and (Barbosa, 2015).

181 For the estimation, the logit multinomial model derived from a specific conditional logit

182 model was used. The most important results are the part-worths and the relative amounts

183 (Guevara & Ocampo, 2015), which are presented below, in the results.

184

185 3. RESULTS AND DISCUSSION

186 3.1. Sociodemographic and attitudinal questionnaires

187 Consumers sociodemographic profile o is shown in Figure 2. Of the 242 responses, all the

188 people who did not do grocery shopping and did not consume pasta were excluded. Thus, the

189 final sample was 122 responses.

190 There was a predominance of women compared to men (76% female to 24% male). In

191 relation to the age group 48% were around 18 to 25 years. As for schooling, 31% had

192 completed post-graduate studies, while 27% had completed higher education, so it is observed

193 that this sample has a high level of education. Regarding the monthly family income, it was

194 observed that the participants received between 6 and 20 minimum wages.

195 It was noticed in this research that the sample is formed mainly by women, young people,

196 responsible for the purchases, with greater purchasing power and with good education. This is

197 due to the fact that traditionally the purchase of food is a feminine function. With regard to

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198 high education and high income, the increase in the number of women working outside the

199 home is related to the increase in schooling, which consequently influences the level of

200 income (Teixeira & Silva, 2015).

201 Similar results were found by Freitas, Damasceno, & Calado (2004), where they observed that

202 the majority of the consumers who attended the supermarket were women between the ages of

203 20 and 30, therefore they concluded that despite the great insertion of women in the labor

204 market, is responsible for household purchases and food for the family.

205 Figure 3 shows the occupancy frequency distribution. Of the 122 participants, 26% are

206 students, 24% are nutritionists, 13% are professors, 5% are civil servants, 2% are

207 administrators, 2% are doctors, 2% do not have any occupation and 26% have other

208 occupations as food engineer, historian, engineer, military, craftsman, architect, agronomist,

209 lawyer, dentist, biomedical, banking, journalist, plastic artist, entrepreneur, chemist, human

210 capital coordinator, psychologist and telemarketing operator.

211 Figure 4 shows that 65% of consumers reported reading labels often or frequently, 1% did

212 not read and 34% read at times. It is noted that most participants in this study claim to refer to

213 the labels of the products they consume. These data are superior to those reported by Cavada,

214 Paiva, Helbig, & Borges (2012), in a sample of 241 people, 48.13% of the participants read

215 the information on the label, 27.80% did not read and 24.07% read at times. Therefore, it can

216 be noticed that the labels have become a source of information and that is reaching the

217 majority of consumers, which shows a greater concern of the population in knowing what is

218 consuming.

219 Similar results were also found in a study by Fiesp / IBOPE (2010), when 69% of the

220 consumers who participated in the research had a habit of reading the labels of the food

221 products they consumed.

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222 With regards to schooling, Cavada et al (2012) found a similar result to our study, because the

223 higher the education level the greater the concern with the food quality of what is being

224 consumed, in this way the habit of reading labels could be related to the degree of schooling.

225 Among the socioeconomic characteristics that influence the habit of reading labels,

226 Cassemiro, Colauto, & Linde (2006) highlighted the degree of schooling and the family

227 income, being that they are directly proportional, that is, the group of lower schooling has a

228 lower income and because of this, is more concerned with meeting basic food needs than

229 nurturing.

230 Information on ingredients (75%), nutritional information (71%) and price (71%) are the main

231 information consumers observe in this study. It can be concluded from this data that the

232 consumer is more concerned with information related to food safety, since the shelf life is the

233 information that relates to the time in which a product can be stored and consumed without

234 causing damage to consumer health (Machado, Santos, Albinati, & Santos, 2006; Cavada et

235 al, 2012).

236 Ninety-eight % of the participants like pasta and although 2% did not like it, they still have a

237 regular intake of this product in their diets (once a week or more and once every fortnight or

238 more). As for people who claimed to like pasta, the frequency of consumption was high, with

239 34% of them consuming this product once a week or more and 36% consuming once every

240 fifteen days or more. According to Denardin, Boufleur, Reckziegel, & Silva (2009), the

241 consumption of pasta by Brazilians is high, because this product is cheap, tasty and easy to

242 prepare.

243 Regarding the understanding of the information contained in the label (Figure 5), most

244 consumers (89%) claimed to know what antioxidants are, which means low glycemic index

245 (93%) and what is a gluten-free product (98% ). It was noticed that a large portion of the

246 sample composed also by nutritionists (26%) who comprises the information that appears on

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247 the labels, probably due to the high degree of knowledge in the field and frequent use of

248 products with nutritional claims.

249 In a study conducted by Marins, Jacob, & Peres (2008), it was concluded that the difficulty of

250 acquiring the habit of reading labels is associated with the use of technical terms, so only a

251 specific public can understand this information. These authors believe that educational

252 programs should be developed to convey information to the entire population. In addition, the

253 information on the label must be reliable, readable and accessible to all.

254 It can be seen that 70% of the assessors consume products without gluten, these results are

255 important because in a simulation of purchase who really is attentive to these products are

256 those individuals who have the habit of consuming them. Since the niche market for gluten-

257 free products is different from the niche market of people who consume pasta. Therefore, this

258 gives even more relevance to the results of purchase intention. Regarding the frequency of

259 consumption of these products, 36% of the participants stated consuming them once a week or

260 more.

261

262 3.2. Choice-based Conjoint Analysis

263 The multinomial logit model was applied to collected data. From the participants' choices

264 were calculated the parth-worths of each level of the attributes. The results can be seen in

265 Table 4.

266 The utility or parth-worth is responsible for measuring the intensity of consumer preference

267 for a given level of an attribute (sorghum, contains antioxidants, low glycemic index and does

268 not contain gluten) independent of the other attributes, and the higher the utility values, the

269 greater the acceptance, while those with a negative sign means that the level has a negative

270 influence on the intention of purchasing consumers (Frata, 2006).

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271 When the individual analyzes of the attributes and their respective levels were done (Table 4),

272 it was noticed that the most important factor was the presence of the information "Does not

273 contain gluten" in the packaging, followed respectively by the presence of information "Low

274 glycemic index "," Contains antioxidants "and" Presence of sorghum "in the denomination of

275 origin along with the figure of this cereal.

276 The most important attribute (Table 5) was the information "Does not contain gluten", and the

277 most useful level was the presence of this information in the packaging. This is because,

278 according to Fallavena (2015), in recent years, the number of researches on gluten increased,

279 which led to a movement of consumption and demand for gluten-free foods. Therefore

280 information about this protein was more disseminated by the media.

281 Within the attribute "Low Glycemic Index", the most important factor was the presence of

282 this information. As this was considered the second most important attribute, according to

283 Table 5, it is understood that the participants understand what the term means low glycemic

284 index, which confers with the result of figure 5, where 93% of the participants claimed to

285 know what it means. However, according to Slabber (2005), in Australia, which is where low

286 glycemic index symbols are used in the packaging, many criticisms are being made regarding

287 the use of this technical term, because in the clinic, technical terms are often replaced by

288 others so that the patients understand and this can cause confusion in the purchase of these

289 products.

290 With regard to the attribute "Contains antioxidants", the most useful level was the presence of

291 this information. According to Table 5, this attribute is the third most important with an

292 importance of 19.562%. It is noticed that even people knowing what antioxidants are, is not a

293 very relevant attribute in the choice of soy based pasta. According to Ares, Besio, Giménez, &

294 Deliza (2010), the color and presence of an image on the front panel of a packaging were

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295 considered by consumers to be more important than the presence of information about the

296 addition of antioxidants in the intention to purchase chocolate desserts .

297 The "sorghum" attribute was the one that presented the least importance (15.840%), and the

298 most useful level was the presence of this information. So this attribute is what least interfered

299 in the choice of consumers. As most of the sample of this work consumes gluten-free

300 products, if this product were found in a natural product store, they would probably consume

301 it because it is gluten-free and not because it is based on sorghum. Because this cereal is not

302 part of the food habit of the Brazilian population, it is still little known (Queiroz et al, 2011).

303

304 4. Conclusion

305 According to the results, the information "Do not contain gluten" was the one that most

306 positively influenced the purchase intention, the second attribute was "Low glycemic index"

307 and the third, "Contains antioxidants", which suggests that the participants have the concern

308 and preference to consume products that may provide some health benefit.

309 Despite the sorghum attribute was the one that had the least influence on the consumers'

310 purchase intentions, it is noticed that the use of this cereal in pasta as well as the

311 complementary nutritional information resulting from its use had a positive impact on the

312 intention of purchasing consumers. Even if this product is not part of the eating habits of the

313 population, he arouses consumer interest.

314 There is a few studies on the intention of purchasing consumers using the method of choice

315 based conjoint analysis in Brazil. This method is more realistic in the simulation of buying

316 behavior, since the treatments are presented simultaneously to the consumer, who chooses one

317 of the packages that he prefers. This technique is best suited to evaluate a new and not very

318 well known product, as it seeks to identify the characteristics that are most related to

319 consumer preference. Therefore, it is necessary to do other studies with this methodology.

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320

321 5. Acknowledgments

322 We acknowledge Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq),

323 Fundação de Apoio à Pesquisa do Distrito Federal (FAPDF), Coordenação de

324 Aperfeiçoamento de Pessoal de Nível Superior (CAPES) for the scholarship support.

325
326
327 6. References
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416 Pruett, A. (2012). A Comparison of the Glycemic Index of Sorghum and Other Commonly
417 Consumed Grains. Masters Thesis, Kansas State University, Manhattan, Kansas, United
418 States.

419 Queiroz, V.A.V., Moraes, E.A., Schaffert, R.E., Moreira, A.V., Ribeiro, S.M.R., & Martino,
420 H.S.D. (2011). Potencial Funcional e Tecnologia de Processamento do Sorgo [Sorghum
421 bicolor (L.) Moench], para Alimentação Humana. Revista Brasileira de Milho e Sorgo, 10(3),
422 180-195.

423 Silva, A.B.O.; Matheus, R.F.; Parreiras, F.S.; & Parreiras, T.A.S. (2006). Análise de redes
424 sociais como metodologia de apoio para a discussão da interdisciplinaridade na ciência da
425 informação. Ciência da Informação, 35(1), 72-93.

426 Slabber, M.B. (2005). Complexities of consumer understanding of the glycemic index concept
427 and practical guidelines for incorporation in diets. SAJCN, 18(3), 252-257.
428
429 Smith, A.C.L. (2010). Rotulagem de alimentos: Avaliação da conformidade frente à
430 legislação e propostas para a sua melhoria. Masters Dissertation, São Paulo University, São
431 Paulo, Brazil.
432
433 Teixeira, M.M., & Silva, V.B. (2015). Comportamento de compra dos consumidores em
434 mercados de bairros. Revista Brasileira de Pesquisa de Marketing, Opinião e Mídia, 16, 62-
435 85.

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436 Table 1: Attributes of sorghum noodle packages and their levels.
Attributes Levels

Low glycemic index Information present or absent

information

Information about not Information present or absent in the name of the product
containing gluten

Information on the presence of Information present or absent in the name of the product,
sorghum in the spotlight when present, accompanied by the image of the cereal.

Information on the presence of Information "contains antioxidants" present or absent

antioxidants

437
438
439 Table 2. Optimized profiles
Observation Sorghum Antioxidants GI Gluten free

Profile 1 No information No information No No information

information

Profile 2 No information No information Low GI No information

Profile 3 No information No information No Gluten free

information highlighted

Profile 4 No information Countains No Gluten free

antioxidants information highlighted

Profile 5 Highlighted with No information Low GI Gluten free

image highlighted

Profile 6 Highlighted with No information Low GI No information

image

Profile 7 Highlighted with Countains Low GI Gluten free

image antioxidants highlighted

Profile 8 Highlighted with Countains No No information

image antioxidants information

Profile 9 Highlighted with No information No Gluten free

image information highlighted

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36
 Profile 10 Highlighted with Countains No Gluten free
image antioxidants information highlighted

Profile 11 Highlighted with Countains Low GI No information

image antioxidants

Profile 12 No information Countains Low GI No information

antioxidants

Profile 13 No information Countains Low GI Gluten free

antioxidants highlighted

Profile 14 No information No information Low GI Gluten free

highlighted

Profile 15 Highlighted with No information No No information

image information

Profile 16 No information Countains No No information

antioxidants information
440 GI: Glycemic index

441

442 Table 3. Design for Choice-based conjoint analysis – Comparisons (XLSTAT).

Comparisons Choice 1 Choice 2 Choice 3

Comparison 1 2 4 12

Comparison 2 11 6 9

Comparison 3 14 15 13

Comparison 4 8 16 3

Comparison 5 5 10 1

Comparison 6 10 8 2

Comparison 7 13 12 9

Comparison 8 7 1 6

Comparison 9 4 3 11

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 Comparison 10 16 14 5

Comparison 11 12 11 10

Comparison 12 3 2 1

Comparison 13 6 5 4

Comparison 14 16 9 15

Comparison 15 12 13 14

Comparison 16 10 6 3

Comparison 17 5 7 2

Comparison 18 15 11 8

Comparison 19 1 4 16

Comparison 20 9 8 7

443
444

445 Table 4. Utilities of each attribute level.

446
Source Utilities Standard deviation

sorghum-none -0,154 0,030

sorghum-sorghum 0,154 0,030

antioxidants-countains 0,190 0,024

antioxidants

antioxidants-none -0,190 0,024

GI-Lower GI 0,258 0,028

GI-none -0,258 0,028

gluten free- gluten free 0,368 0,026

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 gluten free-none -0,368 0,026

Zero -1,156 0,070

447
448

449 Table 5. Importances of each attribute studied in percentage (%)

450
Source Importances (%)

Sorghum 15,840

Antioxidants 19,562

Low glycemic index 26,626

Gluten free 37,972

451

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