Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Kasenda, Veisy V.F.
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PERCEPTUAL MAPPING OF SOAP PRODUCT IN PACKAGING DESIGN (CASE STUDY: LIFEBUOY AND LUX BODY WASH) IN MANADO CITY BY USING MULTIDIMENSIONAL SCALING ANALYSIS Kasenda, Veisy V.F.; Lapian, S. L. H. V. Joyce; Tumbuan, Willem J.F.A
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol 5, No 3 (2017): JE VOL 5 NO 3 (2017) HAL 4365
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (516.342 KB) | DOI: 10.35794/emba.v5i3.18465

Abstract

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
Co-Authors S.L.H.V Joyce Lapian Willem J.F.A Tumbuan