Abstract
With the rise of consumer awareness in the increasingly competitive marketplace, attracting consumers’ attention to a successful product is an important issue. Regarding consumers’ purchasing decisions for bottled beverages, decision-making is driven not only by a beverage’s flavor attributes or brand impression, but also by the visual effect of its packaging design. Accordingly, how to create an attractive beverage packaging based on consumers’ affective requirements has become one of the most important concerns to promote sales of beverages. Many studies have discussed the visual design of container form design based on consumers’ sentimental responses by means of investigation and analysis. However, most research has focused on the exploration of a single beverage category, and rarely on the discussion of various beverage categories in terms of container design. To explore the issue, three beverage categories of PET (Polyethylene terephthalate) container form samples are chosen as examples of carbonated drinks, water drinks, and tea drinks. A series of visual evaluations of the PET container form was conducted to explore how the features influence consumers’ sentimental responses, and to compare the difference between the container features for the three categories of bottled beverages. The research results can provide bottled beverage designers/manufacturers with some meaningful suggestions for developing a new container design that meets consumers’ sentimental expectations.
Highlights
With the rise of consumer awareness in the increasingly competitive marketplace, attracting consumers’ attention to a successful beverage product is an important issue
This study has explored the form elements and the corresponding features of bottled beverage containers
The principal elements of bottled container forms for three beverage categories have been identified such that the process of developing a new container design for meeting consumers’ sentimental expectations can be enhanced
Summary
With the rise of consumer awareness in the increasingly competitive marketplace, attracting consumers’ attention to a successful beverage product is an important issue. To explore consumers’ sentimental response (CSR) to beverage product packaging, many researchers have evaluated the relationship between CSR and the factors of beverage packaging. Many systematic approaches have been proposed for modeling the correlation between packaging form features and the CSR [2,4,5,6] Among such approaches, Kansei Engineering (KE) has set up a fundamentally consumer-oriented and systematic approach in which consumers’ feelings or sentimental responses (known as “Kansei” in Japanese) are expressed using suitable image descriptions. It seems reasonable to suppose that the QTT1 analytical technique represents a suitable solution to explore the relationship between the container features of bottled packaging and the likely CSR in the present study.
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