An Affective Approach to Developing Marketing Strategies of Mineral Water
Junzo Watada*, Le Yu*, Munenori Shibata**, and Marzuki Khalid***
*Graduate School of IPS, Waseda University, 2-7 hibikino, Wakamatsu, Kitakyuusyuu-shi, Fukuoka 808-0135, Japan
**Taste & Aroma Strategic Research Institute, Shinkawa Chuou, Bldg. 8F, 1-17-24 Shinkawa, Chuouku, Tokyo 104-0033, Japan
***Malaysia University of Tectnology, Malaysia
This study is concerned with the development of marketing strategies for mineral water based on consumers’ taste preferences, by analyzing the taste components of mineral water. In this study, we used a twodimensional analysis to classify taste data. We conducted a correlation analysis to identify the characteristics of taste data. We applied a combination of principal component analysis and self-organizing map to classify mineral water tastes. Based on this evaluation, we identified some marketing strategies in the conclusion. According to this study, the taste of mineral water is not determined by the origin and is not influenced by the hardness of the water.
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