Article | KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Link√∂ping; Sweden; June 11-13 | Kansei Engineering Approach for Consumer’s Perception of the Ketchup Sauce Bottle
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Title:
Kansei Engineering Approach for Consumer’s Perception of the Ketchup Sauce Bottle
Author:
Nasser Koleini Mamaghani: Department of Industrial Design, School of Architecture and Environmental Design, Iran/University of Science & Technology, Tehran-Iran Elnaz Rahimian: Industrial Design, School of Architecture and Environmental Design, Iran University of Science & Technology, Tehran-Iran Seyed-Reza Mortezæi: Department of Industrial Design, School of Architecture and Environmental Design, Iran/University of Science & Technology, Tehran-Iran
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Full text (pdf)
Year:
2014
Conference:
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Issue:
100
Article no.:
124
Pages:
1487-1494
No. of pages:
8
Publication type:
Abstract and Fulltext
Published:
2014-06-11
ISBN:
978-91-7519-276-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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Day by day; consumers look into more high quality products to choose and pay more attention to details such as sensual value. To fulfill this essential requirement of consumers; it will be necessary to progressively develop new products with dual nature addressing both functional and emotional needs. Kansei engineering is a successful methodology for gathering and analyzing the relations between consumers’ impressions and products’ properties. In Iranian food market; different food products with huge variety in type; taste; shape; size; packaging; and so on are available to consumers. A different approach to include consumers’ desire and feel is highly appreciated in Iranian food business. Such a strategy will be developed to fulfill customers’ feelings in order to attract them to purchase the food product. In Iran ketchup sauce are so much popular. Therefore; ketchup sauce bottle has been selected as a case in current study. 31 Kansei words and 8 different types of sauce bottles with different shapes and function were selected. All experiments were conducted in city of Tehran and 47 people participated in the study; comprising 23 men and 24 women in ages ranging from 20 to 50 years old. 5-point semantic differential scale was considered to determine the relations between products’ features and adjectives. The data were analyzed using SPSS software by multivariate statistical techniques such as factor analysis. The expected results and findings can provide a reference to make decisions on the properties of developing new products; which has great impact on future studies.

Keywords: Kansei Engineering; Semantic Differential Method; Factor Analysis; Sauce Bottle; Packaging Design.

KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Nasser Koleini Mamaghani, Elnaz Rahimian, Seyed-Reza Mortezæi
Title:
Kansei Engineering Approach for Consumer’s Perception of the Ketchup Sauce Bottle
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KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Nasser Koleini Mamaghani, Elnaz Rahimian, Seyed-Reza Mortezæi
Title:
Kansei Engineering Approach for Consumer’s Perception of the Ketchup Sauce Bottle
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