A Study on the Method to Derive the Attractions of Seasoning to Be Communicated  

Oleh:

Tanaka, Toshiki ; Munechika, Masahiko ; Kajihara, Chisato

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-5.
Topik: Attraction; Seasoning; Value Structure; Laddering; Communication Strategy
Fulltext: OB2-2.1-P0247.pdf (273.7KB)

Isi artikel

To increase the sales of seasoning products, it is effective for food companies to encourage the use of seasoning by communicating its less well known attractions to those who were not previously aware of them. Therefore, it is necessary for these companies to comprehend what attractions they should communicate to consumers. It seems that when a characteristic or function of seasoning satisfies a consumer need, the consumer finds the seasoning attractive. Hence, to identify the attractions that consumers recognize, we need to comprehend how characteristics or functions correspond to needs, which is termed as the “value structure.” In this study, taking soy sauce as an example, we first design the survey method to comprehend the value structure of seasoning, referring to the Laddering Method. Next, we conduct a survey on the value structure to identify the attractions of soy sauce recognized by two groups of consumers. In addition, by comparing the two value structures to comprehend the differences in the attractions recognized by each of the two groups, we derive the attractions that need to be communicated. Finally, based on the above, we propose a method that food companies can use to derive the specific attractions of seasoning to be communicated to particular consumers

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