The Importance of Understanding Consumer Preferences

Oct 13, 2025 by magicalceylontours.com 51 views

Introduction

Solid chocolate products in the form of bars have become one of the snacks that are favored by many people. Each individual has its own preference to the type of chocolate they consume, and this is often influenced by the personality type of each consumer. In this context, this study aims to design a dense chocolate product development model by considering consumer personality types, using the Kansei Engineering approach. This approach allows a deeper understanding of how the emotions and feelings of consumers related to products can influence their purchasing decisions.

The Importance of Understanding Consumer Preferences

Understanding consumer preferences is crucial for businesses, especially in the food industry, where consumer satisfaction and loyalty play a significant role in determining the success of a product. With the increasing competition in the market, businesses are looking for innovative ways to differentiate their products and meet the evolving needs of their customers. The Kansei Engineering approach provides a unique perspective on understanding consumer preferences by focusing on the emotional and psychological aspects of product consumption.

Research Stages

This study follows the four main steps that modify the Kansei framework developed by Mitsuo Nagarachi.

Step 1: Determine Design Elements

The first step is to identify relevant design elements for chocolate products, based on literature studies of related books and journals. This includes aspects such as color, shape, texture, and aroma that can attract the attention of consumers. By understanding these design elements, businesses can create products that are visually appealing and appealing to the senses.

Step 2: Identifying Personality Types

In the second step, the personality type of each consumer is recognized through an Android application called Temperament. From here, product design elements and words related to feelings or emotions (kansei) are collected. This process is carried out by interviewing consumers and distributing questionnaires through Google Form. The data collected is then classified using the J48 algorithm to find out the pattern of relationships between personality types and design preferences.

Step 3: Visualization and Grouping

After getting data, the third step is to visualize the product in accordance with the results of the analysis and words of the kansei from each type of temperament. This is done using AutoCAD software. In addition, consumers are grouped based on the similarity of their temperament using the K-Means algorithm, so that producers can understand which market groups are most relevant for their products. After visualization, the product image is shown to consumers to get valuable feedback.

Step 4: Developing the Design Model

This rule will include important elements such as the shape, type, type, and ingredients of the chocolate filling most preferred by consumers. The results of this analysis can provide clear guidelines for producers in developing products that are in accordance with market preferences.

Benefits of Research

The results of this study not only provide insight into product design elements that are liked by consumers, but also clarify the relationship between personality types and chocolate product choices. By utilizing the J48 and Apriori algorithm, this research produces an applicative guide for producers in designing and developing chocolate products that are more in line with the needs and desires of consumers.

Conclusion

With this innovative approach, it is hoped that chocolate producers can better understand their markets, create products that are not only tasty but also emotionally attractive, thereby increasing consumer satisfaction and loyalty. This study emphasizes the importance of integration between consumer psychology and product design, making a significant contribution to the chocolate industry in the future.

Future Research Directions

This study provides a foundation for further research in the field of Kansei Engineering and consumer psychology. Future studies can explore the application of this approach in other industries, such as the food and beverage industry, and investigate the impact of personality types on consumer behavior in different cultural contexts.

Limitations of the Study

This study has several limitations, including the small sample size and the use of a single Android application to collect data on personality types. Future studies can address these limitations by using larger sample sizes and multiple data collection methods.

Conclusion

In conclusion, this study demonstrates the effectiveness of the Kansei Engineering approach in understanding consumer preferences and developing products that meet the needs and desires of consumers. By integrating consumer psychology and product design, businesses can create products that are not only successful in the market but also emotionally appealing to consumers.

Q: What is the Kansei Engineering approach?

A: The Kansei Engineering approach is a methodology that focuses on understanding the emotional and psychological aspects of product consumption. It aims to develop products that meet the needs and desires of consumers by analyzing their feelings and preferences.

Q: How does the Kansei Engineering approach differ from traditional product development methods?

A: The Kansei Engineering approach differs from traditional product development methods in that it focuses on the emotional and psychological aspects of product consumption, rather than just the functional and technical aspects. It also involves a more participatory and collaborative approach, where consumers are actively involved in the product development process.

Q: What are the benefits of using the Kansei Engineering approach in product development?

A: The benefits of using the Kansei Engineering approach in product development include increased consumer satisfaction and loyalty, improved product design and functionality, and a more competitive market position.

Q: How does the Kansei Engineering approach help businesses understand consumer preferences?

A: The Kansei Engineering approach helps businesses understand consumer preferences by analyzing the emotional and psychological aspects of product consumption. It involves collecting data on consumer feelings and preferences, and using this data to develop products that meet their needs and desires.

Q: What role does personality type play in the Kansei Engineering approach?

A: Personality type plays a significant role in the Kansei Engineering approach, as it helps businesses understand how different personality types respond to different product design elements. By analyzing the relationship between personality type and product design preferences, businesses can develop products that meet the needs and desires of specific personality types.

Q: How does the Kansei Engineering approach help businesses develop products that are emotionally appealing to consumers?

A: The Kansei Engineering approach helps businesses develop products that are emotionally appealing to consumers by analyzing the emotional and psychological aspects of product consumption. It involves collecting data on consumer feelings and preferences, and using this data to develop products that meet their emotional needs and desires.

Q: What are the limitations of the Kansei Engineering approach?

A: The limitations of the Kansei Engineering approach include the need for a large and diverse sample size, the use of multiple data collection methods, and the need for ongoing consumer feedback and evaluation.

Q: How can businesses apply the Kansei Engineering approach in their product development process?

A: Businesses can apply the Kansei Engineering approach in their product development process by following the four main steps outlined in this study: determining design elements, identifying personality types, visualizing and grouping, and developing the design model.

Q: What are the future research directions for the Kansei Engineering approach?

A: Future research directions for the Kansei Engineering approach include exploring the application of this approach in other industries, investigating the impact of personality types on consumer behavior in different cultural contexts, and developing new methodologies for analyzing consumer feelings and preferences.

Q: What are the implications of this study for the chocolate industry?

A: The implications of this study for the chocolate industry are significant, as it provides a new approach to understanding consumer preferences and developing products that meet their needs and desires. By applying the Kansei Engineering approach, chocolate businesses can develop products that are not only tasty but also emotionally appealing to consumers, leading to increased consumer satisfaction and loyalty.