PERCEPTUAL MAPPING OF SOAP PRODUCT IN PACKAGING DESIGN (CASE STUDY: LIFEBUOY AND LUX BODY WASH) IN MANADO CITY BY USING MULTIDIMENSIONAL SCALING ANALYSIS
Abstract: Packaging design is
an important part of any marketing plan that involves product- not only is the
messaging and visual identity of a package of reflection of consistent
branding. Using Perceptual Mapping is the most important part of marketing because
Customer perception are relate to how consumer evaluate a company’s product.
The right perception will produce the right decision also to achieve sales of a
company. The purpose of this study was to determine the mapping of consumer
perceptions of two soap products Lifebuoy and Lux body wash, based on four
attributes, color, shape, image and typography. Data were obtained from
questionnaires, study of literature and some observation directly to the
purpose of the research. Analysis using multidimensional scaling techniques,
samples taken 122 samples of people in Manado. The results showed that the
consumer has its own perception of each product based on attributes of Lifebuoy
and Lux body wash. Therefore, producer soap product, to pay more attention for
the packaging design, more influence on customer perception. A better package
design could lead to customer attraction and increasing sales.
Keywords: perceptual mapping,
marketing
Penulis: Veisy V.F. Kasenda,
S. L. H. V. Joyce Lapian, Willem J.F.A Tumbuan
Kode Jurnal: jpmanajemendd171098
