チョコレートの形状に対する消費者の印象評価

抄録

This paper shows some results obtained from an investigation of consumers' impressions regarding 30 different chocolate shapes. Firstly, we conducted a factor analysis, and then two factors named as comprehensive evaluation factor and visual factor, are extracted. The first factor is relevant with human sensations, and the second one is related to novelty, showiness, and uniqueness. Next, we applied a cluster analysis to the results of the factor analysis. The clustering results revealed the structure of impressions regarding chocolate shapes in more detail. Especially, we affirmed that comprehensive evaluation factor is composed from two evaluation factors. We additionally made a visual map that is created by multi-dimensional scaling and a hierarchical clustering. This map enables general people to utilize the results for consumers' chocolate selections or product development. The future works of this study has two investigation challenges; surface textures and the investigation using real objects in a practical situation.