Consumers' Image Structural Analysis of Shampoo Container : Fundamental Study based on Kansei Engineering for Package Designs to Promote Consumers' Purchasing Activity (2)

Abstract

This is the second paper of this study that describes the basic foundation of package design studies being able to control the risk as small as possible on developing new package designs, introducing the method to express quantitatively consumers' image evaluation based on fuzzy logic. In part 1, the design factors(brand name, package design, price, etc) of shampoo containers on consumers' purchasing activity are formulated quantitatively. From the point of Kansei Engineering, this paper clarifies consumer' image structure in selecting shampoo containers, applying factor analysis to consumer' images makes for twenty adjectives extracted from questionnaire surveys in Japan and Republic of Korea, and furthermore, analyzes quantitatively the correlation between these adjectives and consumer' average image marks, numerical measure of taste and distaste concerning package designs, which are obtained with the new general method proposed in part 1.