JOURNAL of the JAPAN RESEARCH ASSOCIATION for TEXTILE END-USES
Online ISSN : 1884-6599
Print ISSN : 0037-2072
ISSN-L : 0037-2072
Volume 56 , Issue 7
Showing 1-9 articles out of 9 articles from the selected issue
  • ― Analysis of the relationship with plural sensory items,analysis of the gender difference and generational difference ―
    Shiho IZUMI, Hiroyuki AKAOKA
    2015 Volume 56 Issue 7 Pages 613-619
    Published: July 20, 2015
    Released: November 28, 2017
    JOURNALS OPEN ACCESS

    This study investigated understanding the importance of Kansei values at the use scene of the product, and explored the possibility of new marketing further from weigh segmentation by means of gender difference and generational difference. We conducted a questionnaire survey as a case by car. 1,200 subjects were 526 “the new species of generation” (M=48.85 years oldSD=2.51), 674 “the new species of generation Jr.” (M=20.41 years oldSD=1.84), 624 females and 576 males.

    As a result, eyesight was most important sense of the consumers on the use scene of a car. Next important senses were order of smell, touch and hearing. Moreover, we examined the gender difference and generational difference. Results of compare analysis by the gender difference have revealed that female showed a significant difference of body color, interior color and all of smell items. Male showed a significant difference of feel of wheel. Because a statistically-significant difference was shown by gender differences and generation difference in among a sensory item, we were able to show the need of the marketing that considered the attributes of consumers in this study.

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