Many new variations of products and ideas have been emerging in the business world lately, especially in the food market. One should consider the consumers' purchasing choices, which are influenced by sensory attributes. This study ought to assess the influence of consumers' attributes towards the acceptability of a new variation of Chips, mainly if it is made from Sea Urchins. Sea urchin is appreciated worldwide for the taste of their gonads. Thus, sensory analysis, particularly product characterization, was also used to measure, analyze and interpret the reaction to the characteristics of the chips. In terms of product characteristics, under the most favored product treatment, "taste" appeared as the most essential product attribute of sea urchin chips followed by "flavor," "texture," "odor," and lastly "color". Overall, among the four different treatments used in this study, treatment 2 turned out to be the most favorable.

Keywords:

Customers Attributes, Chips, Sea Urchin, Customer Preferences, Sensory Analysis