Appropriate psychological positioning of products is important for marketing of foods and beverages. For better product positioning, understanding of how products' extrinsic and intrinsic properties are perceived by consumers is required. In this study, it was explored a refined one-to-one interview technique, check-all-that-apply (CATA) linked with a repertory grid method (RGM) (CATA/RGM) designed to measure consumer-relevant Kansei - psychological feelings and impressions for products - as applied to 12 commercial bottled tea products. For statistical analyses, 2 multivariate statistical methods for Kansei profiling were compared: CATA/RGM based-structured free choice profiling (FCP) and cued elicitation. Results showed that the CATA/RGM efficiently differentiated between products, and the product differentiation obtained from the 2 Kansei profiling techniques corresponded. These results indicated that the consumers in this study have similar Kansei towards bottled teas, and the cued elicitation method, which employed correspondence analysis (CA), was useful for studying the interactions between consumer-relevant Kansei and product properties for a specific target group of consumers.
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Acknowledgments This work was supported by Basic Science Research Program through the National Research Foundation of Korea (NRF) funded by the Ministry of Education, Science and Technology (MEST) (NRF-2012-2012R1A1A1001768) and Ewha Womans University Research Grant of 2010. The authors also thank Yoon Sam, Chae Ji-Eun, and Kwon Yoon-Joo for their support with the implementation of the experiment.
- check-all-that-apply (CATA)
- correspondence analysis (CA)
- product discrimination
- repertory grid method (RGM)
- structured free choice profiling (FCP)