A Semantic Differential Study ofKanseiWords on Packaged Beverage Products
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 2
Abstract
This study was aimed at determining Kansei space in various categories of beverage products based on the semantic differential method. There are 14 pairs of adjectives used to measure psychological impression or feeling toward the following six categories of beverage products: fruit bevarage, tea beverage, carbonated drink, isotonic drink, mineral water, and coffee milk. Factor analysis was used to determine a Kansei space. It was Kansei hierarchy that has higher levels and more general. The results showed that the number of components of Kansei space for various categories of beverage products was not the same. Kansei space was composed of four components in the fruit beverage category: youthful, warm-energetic, gentle, and dignified; three components in the tea beverage category: natural-luxurious-gentle, dignified, and warm-youthful; four components in the carbonated drink category: youthful-amusing-energetic, stimulating-gentle, masculineinternational, and relaxed; three components in the isotonic drink category: gentle-international, amusingnatural, and stimulating; three components in the mineral water category: modern-dignified-luxurious, international-warm, and natural-youthful; and three components in the coffee-milk category: internationaldignified, gentle-masculine, and modern.
Authors and Affiliations
Isti Purwaningsih, Surachman . , Pratikto . , Imam Santoso
Keywords
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