2007 Volume 54 Issue 4 Pages 29-38
The purpose of this research is to clarify the relationship between packaging items and design elements in the scattergram graph of five different car types. Each typical car was studied by correspondence analysis. And, it was found the differences and similarities between the patterns of the five types of cars in the comparison of the standard car image of each car type. The correspondence analysis proved to be efficient for the study and development of new Sedan car designs. Therefore, it was used the same analysis with different car types to understand if it can be useful as well when applied to other cars rather than the sedan. The correspondence analysis was selected because, once the design concept of the cars were understood, it is more easy to identify the patterns of the five types of cars. And, it can be able to reproduce this process in the future with the same successful results when launching a similar car into the market.
