Desain Kemasan Bahan Penyegar Berbasis Kansei Engineering Dan Sikap Konsumen Kasus Pada Teh Bubuk Hitam Ctc

PACKAGING DESIGN OF NATURAL BEVERAGE BASED
ON KANSEI ENGINEERING AND CUSTOMER ATTITUDES:
A CASE IN CTC BLACK TEA POWDER

WENNY DWI KURNIATI

GRADUATE SCHOOL
BOGOR AGRICULTURAL UNIVERSITY
BOGOR
2016

DECLARATION OF ORIGINALITY
AND COPYRIGHT TRANSFER*
Hereby, I declare that the thesis entitled Packaging Design of Natural
Beverage Based on Kansei Engineering and Customer Attitudes: A Case in CTC
Black Tea Powder is my own work under supervision of Dr Eng Ir Taufik Djatna,
MSi and Dr Endang Warsiki, STP, MSi. It has never previously been published in
any university. All of incorporated originated references from other published as
well as unpublished papers are stated clearly in the text as well as in the reference
list.
Hereby, I delegate that the copyright to this paper is transferred to Bogor

Agricultural University.

Bogor, November 2016
Wenny Dwi Kurniati
Student ID F351140011

RINGKASAN
WENNY DWI KURNIATI. Desain Kemasan Bahan Penyegar Berbasis Kansei
Engineering dan Sikap Konsumen: Kasus pada Teh Bubuk Hitam CTC. Dibimbing
oleh TAUFIK DJATNA dan ENDANG WARSIKI.
Produk teh bubuk hitam CTC merupakan salah satu produk olahan teh yang
memiliki pangsa pasar yang besar untuk dapat dinikmati oleh konsumen. Pada
penelitian ini, pendekatan affective design berbasis Hybrid Kansei Engineering
System (HKES) diaplikasikan untuk mengembangkan desain kemasan teh bubuk
hitam CTC. HKES terdiri dari dua sistem diantaranya adalah Forward KES (FKES)
dan Backward KES (BKES). Sistem ini dapat membantu desainer dalam
mengembangkan kemasan baru dan membantu konsumen untuk memilih desain
kemasan yang paling sesuai. Analisis sikap konsumen menggunakan model
Fishbein digunakan untuk memilih desain kemasan terbaik menurut konsumen.
Inovasi kemasan mampu memberikan harapan kepada konsumen sehingga terjadi

peluang keputusan pembelian konsumen. Peluang dan pengaruh keputusan
pembelian konsumen dianalisis menggunakan logistik binomial. Tujuan dari
penelitian ini, antara lain: (1) mengidentifikasi dan mengevaluasi kata Kansei
sebagai elemen desain kemasan, (2) menyusun desain kemasan teh bubuk hitam
CTC terpilih berdasarkan analisis sikap konsumen, (3) mengukur besar pengaruh
desain kemasan terhadap keputusan pembelian konsumen, dan (4) mengevaluasi
aspek desain kebutuhan konsumen.
Proses FKES dilakukan dengan menganalisis kata Kansei menggunakan
metode Term Frequency – Inverse Document Frequency (TF-IDF) dan
menghasilkan 35 kata Kansei. Selanjutnya kata-kata tersebut dievaluasi oleh 30
orang responden menggunakan skala Semantic Differential (SD). Di sisi lain, dari
25 sampel produk yang telah dikumpulkan, telah teridentifikasi memiliki 8 elemen
desain kemasan. Metode Quantification Theory Type 1 (QTT-1) digunakan untuk
mengkuantifikasi hubungan antara kata Kansei dengan elemen desain kemasan.
Berdasarkan analisis QTT-1, didapatkan kata kuat sebagai model desain kemasan
yang sesuai dengan preferensi konsumen. Model kuantifikasi dari desain kemasan
teh bubuk hitam CTC, selanjutnya dibuat tiga contoh sketsa desain kemasan.
Proses BKES dilakukan dengan memilih sketsa desain kemasan terbaik
menurut konsumen berdasarkan analisis sikap konsumen menggunakan model
Fishbein. Hasil dari model Fishbein, desain kemasan ketiga dipilih sebagai desain

kemasan terbaik dengan model bentuk tutup kurva cembung bergerigi, bentuk
badan silinder, lebar dan transparan, memiliki berat bersih berukuran sedang
(100-500 gr), memiliki latar warna yang gelap, tema labelnya adalah teh bubuk dan
jenis tulisannya tidak resmi (custom). Hasil analisis logistik binomial menunjukkan
bahwa kemasan yang mampu melindungi produk berpengaruh signifikan terhadap
keputusan pembelian konsumen dan berpeluang tujuh kali lebih tinggi untuk dibeli
oleh konsumen. Secara umum, dari hasil penelitian ini menunjukkan bahwa desain
kemasan yang kuat dapat dibuat dengan menggunakan bahan kemasan plastik atau
gelas.
Kata kunci: desain kemasan, Hybrid Kansei Engineering System (HKES), model
Fishbein, sikap konsumen

SUMMARY
WENNY DWI KURNIATI. Packaging Design of Natural Beverage Based on
Kansei Engineering and Customer Attitudes: A Case in CTC Black Tea Powder.
Supervised by TAUFIK DJATNA and ENDANG WARSIKI.
CTC black tea powder is one of the tea products which has a large market
share to be relished by consumers. In this study, affective design approach based
on Hybrid Kansei Engineering System (HKES) was applied to develop a new
packaging of CTC black tea powder. HKES consists of two systems which are

Forward KES (FKES) and Backward KES (BKES). This system was useful for the
designer to develop a new packaging and the consumers to choose the best
packaging design. Analysis of customer attitudes based on Fishbein model was used
to select the best packaging chosen by customers. The innovation of packaging can
influence in buying decisions. The influences and opportunities of customer
purchasing decisions were analyzed using binomial logistic regression. This
research aimed to (1) identifying and evaluating Kansei word as packaging design
element, (2) recommending a selected packaging design based on customer
attitudes, (3) measuring the influence of packaging design to customer purchasing
decisions, and (4) evaluating design aspects of customer requirements.
FKES process has been done analyzed using Term Frequency - Inverse
Document Frequency (TF-IDF), and obtained the thirty five Kansei words.
Furthermore these words were evaluated by thirty respondents using Semantic
Differential (SD) scale. On the other hand, from twenty five samples packaging
collected, were identified and it has eight packaging design elements.
Quantification Theory Type 1 (QTT1) method was used to quantify the relationship
between Kansei words and packaging design elements. The result showed that the
strong word as a model of packaging design by customer preferences. From this
method, the quantification of the packaging design for CTC black tea powder was
obtained, then three sketches of packaging design has been made. The best sketches

of packaging design has been selected based on customer attitudes and it was
analyzed using Fishbein model.
BKES process has been done analyzed using Fishbein model. The results from
Fishbein model has obtained the third packaging design is the best packaging
design, it was a jaggy convex curve as top shape, the body shape is cylinder, wide
and transparent, with medium nett size (100-500 gr), background color is
chromaticity color, tea powder image, and the typography is custom. Binomial
logistic regression analysis showed that the best packaging design was able to
protect their products and significantly influenced in customer purchase decisions
and has opportunity as much as seven times higher to be purchased. In general, the
results showed that customer prefered a strong packaging either it can be made from
glass or plastic material.
Keywords: customer attitudes, Fishbein model, Hybrid Kansei Engineering
System (HKES), packaging design

© Copyright 2016 by IPB
All Rights Reserved
No Part or all of this thesis may be excerpted without or mentioning the sources.
Excerption only for research and education use, writing for scientific papers,
reporting, critical writing or reviewing of a problem. Excerption doesn’t inflict a

financial loss in the paper interest of IPB.
No part or all of this thesis may be transmitted and reproduced in any forms
without a written permission from IPB.

i

PACKAGING DESIGN OF NATURAL BEVERAGE BASED
ON KANSEI ENGINEERING AND CUSTOMER ATTITUDES:
A CASE IN CTC BLACK TEA POWDER

WENNY DWI KURNIATI

Thesis
as partial fulfillment of the requirements
for the degree of Master of Science
in the Agroindustrial Technology Study Program

GRADUATE SCHOOL
BOGOR AGRICULTURAL UNIVERSITY
BOGOR

2016

ii

Non-committee examiner:

Dr Nugraha Edhi Suyatma STP DEA

iii

Thesis Title : Packaging Design of Natural Beverage Based on Kansei
Engineering and Customer Attitudes: A Case in CTC Black Tea
Powder
Name
: Wenny Dwi Kurniati
Student ID : F351140011

Approved by
Supervisor

Dr Eng Ir Taufik Djatna, MSi
Supervisor

Dr Endang Warsiki, STP, MSi
Co-supervisor

Acknowledge by

Head of Agroindustrial
Technology Study
Program

Dean of Graduate School

Prof Dr Ir Machfud, MS

Dr Ir Dahrul Syah, MScAgr

Examination date:
November 11th, 2016

Passed date:

iv

PREFACE
I would like to say thanks to Allah SWT for all His gifts so that this research
is successfully completed. The theme chosen in the research which conducted
starting December 2015 up to July 2016 is Kansei Engineering, with entitled
Packaging Design of Natural Beverage Based on Kansei Engineering and
Customer Attitudes: A Case in CTC Black Tea Powder.
I would like to express my sincere gratitude to Dr Eng Ir Taufik Djatna MSi
as my supervisor for his support and encouragement during my study in Bogor
Agricultural University, to Dr Endang Warsiki STP MSi as co-supervisor for her
advice and supervision during the thesis work, and also to Prof Dr Ir Machfud MS
as study program representation and Dr Nugraha Edhi Suyatma STP DEA as
external examiner for their advice during thesis examination as well as one of my
experts in this study. Additionally, I would like to thanks directorate general of
higher education Indonesia as a sponsorship of my magister study. Then, I would
like to say many thanks to Dr Ir Ade Iskandar MSi and Dr Ir Sugiarto MSi as the

experts of this research for their advice, support, and encouragement in this
research.
I would like to say many thanks to my family, Sudarsono, Etty Nur
Hindayati, Any Ismayawati, Goeroeh Anton Widodo, Kholifatul Karomah for
their true and endless love for never failing patience and encouragement. And also
I would like to thanks to all lecturers and staff of Agroindustrial Technology
Department, all of my colleagues, especially my best friend Fitri Muslimah, Dian
Novitasari, Hartami Dewi, Rezki Septiany, Nur Yuliana, Ani Wiji Rahayu, my
colleagues in Computer Laboratory of Agroindustrial Technology Department
Rohmah Luthfiyanti, Iwan Aang, Zaki, Yoga, Rahmawati, Azri Firwan, Idel,
Ihsan, Imam, Denny, Hety, Novi, Harfebi, Atika FR, Nurlela and Angga, all of
my colleagues in Agroindustrial Technology 2014 and 2015, Soetjipto Family,
and all of my colleagues in Wisma Melati, for their support. It has been a pleasure
to work and sharing with you.
Hopefully this thesis is useful.
Bogor, November 2016
Wenny Dwi Kurniati

vii

TABLE OF CONTENT
TABLE LIST
FIGURE LIST
APPENDIX LIST
1 INTRODUCTION
Background
Problems Statement
Objectives
Benefits
Boundaries
2 RELATED WORK
Kansei Engineering
Customer Attitudes
Customer Needs
3 METHOD
Research Period and Location
Research Framework
Technique Data Collection and Data Analysis
Identification and evaluation of Kansei words
Evaluation of packaging design
Influence of packaging and opportunity on purchasing decision
4 RESULT AND DISCUSSION
Identify and Evaluate the Kansei Words
Kansei words identification
Packaging design element identification
Kansei words evaluation
Packaging design concept generation
Packaging Design Evaluation by Customer Attitudes
The most important of design element selection
Packaging design selection
Influence Customer Attitudes of Packaging and its Opportunity
on Purchasing Decision
Customer purchase decisions
Influence customer attitudes of packaging and its opportunity
on purchasing decisions
Design Aspects of Customer Needs Evaluation
Advantage and Disadvantage
5 CONCLUSION AND RECOMMENDATION

ix
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Conclusion
Recommendation
REFERENCES
APPENDIXES
GLOSSARY
BIOGRAPHY

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TABLE LIST
1
2
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5
6
7
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10
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Result of calculation characteristics tea powder
Result of calculation Kansei words
Identification the packaging design element of tea powder
Classification of packaging design element
The result (R2) of QTT-1 analysis
Value of category grade and PCC each design elements
Design elements for the strong packaging design
Result of customer attitudes analysis toward each packaging design
Distribution of customer purchase decision
Analysis of binomial logistic influence on purchasing decision
Customer needs for CTC black tea powder packaging

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14
15
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17
20
22
23
24

FIGURE LIST
1
2
3
4
5
6
7
8
9

A scheme of HKES
A hierarchy of customer needs (Jordan 2000)
Research method flowchart
Example of SD questionnaire with 7-point scale
The result of eigenvalue
Variables factor map (PCA)
Sketches of packaging design (I) (II) (III)
Representation 2D shape of packaging design
The four pleasures (Jordan 2000)

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APPENDIX LIST
1
2
3
4
5
6
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12
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15
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Determination of characteristic product, packaging design and Kansei
words collection questionnaire
Product sample collection
Assessment of Kansei word evaluation questionnaire
Assessment of packaging design elements questionnaire
Assessment of customer attitudes and purchasing decisions towards
the product questionnaire
Product and packaging knowledge, and packaging material
selection questionnaire
The result of TF-IDF method for characteristics of tea powder
The result of TF-IDF method for packaging design
The result of Kansei word evaluation
The result of packaging design elements assessment
The result of PCA
The result of customer attitudes analysis toward the first packaging design
The result of customer attitudes analysis toward the second packaging design
The result of customer attitudes analysis toward the third packaging design
The result of binomial logistic regression analysis using SPSS
The result of product and packaging knowledge, and packaging
material selection by the experts

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1

1 INTRODUCTION
Background
Natural beverage such as tea, coffee and chocolate could stimulate the nerve
response to be more active and gives fresh effect to the consumer. The production,
export and consumption volume of tea in Indonesia was decrease for the last 5 years
and it is forecasted to be continously decline for the few year ahead. The production
volume of tea in Indonesia was decrease from 156 901 tons in 2010 to 143 751 tons
in 2014 (BPS 2015). Products based on tea has a very large spectrum as refreshing,
stimulating, thirst-quencing and nourishing drink by consumers. The products is
ranging from dried tea leaves, tea bags, instant tea (RTD tea) and tea powder. The
development of economics and changes in people's lifestyles have made the
consumption patterns changed on their way to consumpt the tea product. The tea
consumption volume also decreased, from 151 000 tons in 2010 to 132 000 tons in
2014 (BPS 2015). However, among many kind tea products, CTC (crushing, tearing,
curling) black tea powder is the most famous and mostly dominant produce in
Indonesia. The poor packaging appearance, and the lack of development and
marketing of the tea products were made this product can’t to compete with the
existing market. CTC black tea powder would have different characteristics. So, it is
necessary to identify what the product and customer requirement to support
marketing and compete with the existing products. An alternative packaging design
is one of the solutions to solve these problems. Packaging become a useful tool for
marketing of comfort for capture interest customers and gains a competitive or
competitive advantage.
Generally, CTC black tea powder in Indonesia is still packed in simple package
that uses such a paper and plastic material. This package is unproper to the
characteristics of the tea powder. Packaging has an important role in maintaining and
protecting the quality of the product, for example to keep the flavor of tea remains
good along storage and transportation. On the other hand, identifying the requirement
and customer needs is important to be known precisely because both of them will
influence in designing and developing a new packaging. It is an opportunity to make
improvements in terms of the appearance of packaging design and packaging quality,
thus indirectly will result in increased preference, pleasure and satisfaction of
customers. Nowadays, customers are strict to choose the products in terms of
demand, needs, and preferences, thus product development is a process in a company
should produce attractive and favored products. Emotions feelings, creativity and
innovative aspect are key to improve customer acceptance of products (Jiao et al.
2006).
Basically, in the product development, there are a lot of conventional and
classically approach such as: Voice of Customer (VoC), Quality Function
Deployment (QFD), and Conjoint Analysis. Another popular method is Kansei
Engineering (KE). The three methods mentioned above generally focus on explicit
needs of customer, while Kansei Engineering method is one method to analyze the
needs of the customer implicitly to produce the affective design (Lokman 2010).
Affective design is called as an emotional, expression, or impression. So that the
affective design associated with Kansei. Kansei is the feeling felt by the receiver of

2

stimuli contained in the atmosphere of a situation. Kansei Engineering (KE) is a
product development method that translates customer impression such as like or
dislike, good or bad, and so on (Peter and Oalson 2005) into product design
specification (Nagamachi 2011). In order to fill the shortages of previous methods to
design product, the Hybrid Kansei Engineering System (HKES) was introduced by
Matsubara and Nagamachi (1997) which aimed to generate product design according
to consumers affective responses (ARs). Since subjective human feelings are often
very complex and might be conflicting with each other, product design system based
on single affective response (SAR) of consumers can not easily generate suitable
product while considering multiple affective responses (MARs) simultaneously.
Until now, very few studies of HKES have emerged in the literature. According to
Nagamachi and Lokman (2011), the products are made according to the preferences
and needs of customers will generate customer satisfaction so that customers will
decide to choose and buy the product. In this research, HKES was applied on
packaging of CTC black tea powder by identifying customer needs implicitly relate
to packaging design specification. The HKES is consists of two system, there are
Forward KES (FKES) and Backward KES (BKES). In the forward approach, the
contents of the data bases gathered in the information phase are essentially the words
coming from consumers and has evaluated using TF-IDF method, and design
elements has evaluated using QTT-1 method. In the backward approach, the
evaluation of customer attitudes results were evaluated using Fishbein model.
According to Sumarwan (2004), attitude is an expression of feelings about the
object whether consumers like it or not, and also describes the attitude of consumer
confidence in the various attributes of such objects. Attitudes are statements or
evaluative judgments relating to an object, person or an event. Meanwhile according
to Schiffman and Kanuk (2008) attitude is a learned tendency to behave in a way that
pleasant or unpleasant to a particular object. There is general agreement that the
attitudes of this research, such an attitude is related to purchasing decision.
Multiattribute attitude model or Fishbein model is helpful to determine the
relationship between the customer knowledge about a product and customer attitudes
toward the product in accordance with the characteristics or attributes of the product
concerned. The attitudes was measured applying the expectancy value model
(Fishbein 1983), where beliefs were asked directly and the attributes to be considered
in the calculation, as well as the importance of each attribute obtained. As a new
product, packaging innovation is expected to fit with customer expectations. When
an innovative product capable of presenting customer expectations then the
opportunities will be greater to customer purchase decisions (Boone et al. 2006).

Problems Statement
It is always been a big challenge for product designer to develop the packaging
continuously as well as the changing of customer requirement and preferences ideas
and related aspects. In order to assist designer to develop the packaging, KE was
chosen as a packaging development method which involving customer impression
on its process. There were several problems related to an affective packaging design
of tea powder product based on KE, i.e:

3

1.
2.
3.
4.

How to identify the CTC black tea powder packaging design elements which
are relate to the new design concept generation?
How is packaging design concept based on customer attitudes?
How is the influence customer attitudes to packaging design on purchasing
decisions?
What is customer needs to CTC black tea powder package?

Objectives
Based on described proposed problem above, there are three main objectives
formulated in this research as follows to:
1.
Identify and evaluate the Kansei words
2.
Recommend a selected packaging design based on customer attitudes
3.
Measure the influence and opportunity customer attitudes to packaging design
on purchasing decisions
4.
Evaluate design aspects of customer requirements

Benefits
The benefits of this research is to (1) provide recommendations of packaging
design pleasurable based on customer to manufacturer who wants to develop CTC
black tea powder, and (2) provide the information related to the new design concept
generation. Moreover, the result of this research is expected to give the information
to assist product designer to develop packaging of CTC black tea powder in order to
fulfill customer subjective preferences.

Boundaries
In order to concentrate for solution, there were several boundaries in this
research as follows:
1.
The object research is CTC black tea powder with a focus on customer needs
based on HKES
2.
The sampling of respondents performed on thirty respondents chosen by
purposive sampling were located in Bogor

2 RELATED WORK
Currently customer of tea powder suffer form poorly and out of requirement in
cause lack of appearance and affective packaging design. Research related to the
development of affective design for packaging tea powder is still very limited.
Packaging design in the beverage industry has two main functions, namely to provide

4

protection for consumption in the safe at a certain time and marketing functions. The
food product character gives dimension to packaging functionality.

Kansei Engineering
Kansei engineering (KE) is a technology that translates the Kansei, or images,
that consumers have in their minds regarding product designs (Nagamachi 2015). KE
using this approach is called forward Kansei engineering. There are two methods in
hybrid Kansei engineering (HKE), forward and backward. The hybrid Kansei
engineering system (HKES) is in fact a kind of expert system for product design
which can be used to model the needs of consumers and facilitate the industrial
designers to develop product designs more efficiently (Yang CC 2011). A scheme of
HKES by Matsubara and Nagamachi (1997) is shown in Figure 1. HKES is consists
of two sub-systems, namely forward Kansei engineering system (FKES) and
backward Kansei engineering system (BKES). FKES can not work without BKES.
Furthermore, the combined computerized system of the Forward and Backward KES
would be a more powerful supporting tool for both consumer and designer.

Figure 1 A scheme of HKES (Matsubara and Nagamachi 1997)
It can be observed that the studies such as Hsiao and Liu (2004), Hsiao and
Tsai (2005), and Tsai and Chou (2007) follow the similar scheme proposed by
Nagamachi (1995) regardless of the detailed implementations. However, the author’s
interpretation of HKES is slightly different from the original concept of Nagamachi
(1995). In their ideas, FKES is used to search product alternatives which satisfying
the consumer’s preference while BKES is used to evaluate the packaging
alternatives. Since the predictive ability of BKES relies on the AR data gather from
the subjects (consumers or designers) to evaluate the collected product samples, the
applications of BKES not only can be used to predict the designer’s intents but is also
very useful for modeling AR of consumers. The optimized product alternatives
obtained by FKES depend on whether the AR data of the consumers or the designers
is used. In this study, FKES was analyzed with TF-IDF and QTT-1 method and
BKES was analyzed with customer attitudes assessment using Fishbein model. There
exist various methods which can be used to construct the prediction model in BKES,
regarding it as a regression or function estimation problem.
The mostly adopted techniques in the product design field such as
quantification theory type 1 (QTT-1). On the previous research, KE has been applied
on the development of the many design products, such as wine glass design (Petiot
and Yannou 2004), rocker switch design (Schutte and Eklund 2005), fragrance

5

packaging design (Wei et al. 2011), automobile head-up display (Smith and Fu
2011), shampoo packaging design (Archam et al. 2013), and aromatherapy mixture
composition (Djatna and Santosa 2014). These research have been used
Quantification Theory Type 1 (QTT-1) to synthesize the Kansei design concept and
product design element. Currently, QTT-1 method is usually used in KE research
(Nagamachi 2011) due to its simplicity and its effectiveness related to generate the
linear model of design which represents the optimum combination of product design
element and the level of design element affection refers to customer subjective
preference. In this research, QTT-1 method were used to generate the quantification
model of packaging design for each design element. Based on the model generated
from QTT-1 method, the new design combination were generated which is
represented. From the result, a design support information would be proposed to give
the recommendation about optimum design element combination of the packaging
design of CTC black tea powder. This would be useful information for designer to
develop the product especially for CTC black tea powder packaging in the market.

Customer Attitudes
Attitude theories illustrate that customer attitudes towards a product will affect
customer behavior or action against these products, marketers need to know the
attitude of customers towards the products it markets, and then formulate strategies
to influence customer attitudes. In the consumer behavior context, multiattribute
attitude models used to predict consumer choice in multiple criteria decision making
situations have produced mixed results. More specifically, attitude refers to
knowledge and positive or negative feelings about an object or activity (Pride and
Ferrell 1991) and can also be seen as an overall evaluation that expresses how much
we like or dislike toward an object, issue, person or action (Solomon 2004).
Companies are adopting different techniques to compete with each other and
to capture the customer in market. One of the most popular techniques is packaging.
Most of the customers are attracted by product packaging. Ranjbarian et al. (2012)
stated in his research that packaging is becoming effective tool to capture the
consumer purchase decision. Rundh (2005), describes that packaging can attract
consumer attention towards the product and it can influence the consumer perception
about that particular product. Once a consumer is attracted towards your products
there are many possibilities that he may purchase your product. According to Schoell
(1985), packaging has both positive and negative impact on your product either it can
improve your product image or it can be a cause of your product failure. Ferrell et al.
(1987), describes in their researches that when consumer are going to purchase
product most of the decisions are made at the spot.
According to Nancarrow et al. (1998), stated in their research that manufacturer
must understand responses of consumer packages of company. According to Silayoi
and Speece (2007), packaging has these following elements which should be kept in
mind, shape, color, symbol, graphics patterns, pictures, size. All dimensions of
packaging have a positive impact on the experience of the brand and the consumer
when making purchasing decisions, lead to brand loyalty.

6

Customer Needs
According to Jordan (2000) claimed that a new approach to human factors is
about fitting products to people in a holistic manner, because the usability quality of
the relationship between people and products depends on more than simply product
but pleasure factors of customers. Taking the idea of a hierarchy of needs and
applying it to human factors, the model illustrated in Figure 2 is proposed by Jordan
(2000). It is intended to reflect the way that the contribution of human factors to
product design might be seen either explicitly or implicitly by both manufacturers
and those who buy and use their products.

Figure 2 A hierarchy of customer needs (Jordan 2000)
Human beings are never satisfied because if a pleasure is reached, other desires
are going to appear to take the previous one place (Jordan 2003). The adaptation to
design of hierarchy of customer needs has three levels, which are functionality (level
1), usability (level 2) and pleasure (level 3). Design functionality of tea powder
packaging design is customer’s most fundamental need especially CTC black tea
powder, then design usability requirement is how easy to use and deploy. Design
pleasurability is expectation for product that are not only functionality but also
emotional, in this case how far this CTC black tea powder fulfill its refreshenership.
Levels are only available if the previous one is fulfilled. So, once levels 1 and
2 are fulfilled, it will be time to start with the last one, which looks for the pleasurable
aspects of the product. Pleasure is a wide term, which includes a lot of aspects. For
that reason, characteristics related to pleasure will be divided into the 4 pleasures that
Patrick Jordan describes in his book. These are physio-pleasures, socio-pleasures,
psycho-pleasures and ideo-pleasures. Below it can be read a brief description of each
kind of pleasure, taken from (Jordan 2003).
- Physio-pleasure. Pleasures derived from the sensory organs, connected with
touch, taste and smell as well as feelings of sensual pleasure. Physiopleasure
applied to a material product would have relation with tactile, eyesight and
olfactory properties. Physio-pleasure will help to achieve a good interaction,
between product and customer, during the product’s use.
- Socio-pleasure. Pleasures derived from relationships with other people. It means
relationships with friends, colleagues or like-minded people. Socio-pleasure could
help to solve problems related to discrimination or racism, creating common
interests and activities for example. This is something that a packaging cannot do
directly, but it can drive to situations where different people share their time.
- Psycho-pleasures. Pleasures derived from the emotional responses that people
have because of what the products transmit them. This kind of pleasures is difficult

7

to control because it depends on each human’s mind. In this case, psycho-pleasure
is destined to bring good feeling to customers when they meet the product.
- Ideo-pleasures. In the context of product, these pleasures would relate to the
product’s aesthetic. Values and beliefs would also be included in this section.
Ideo-pleasure is the last step to achieve a pleasurable product and it also means
that previous desires have been reached.
Pleasure-based approaches are about really understanding people and
respecting and about designing products that can bring a real joy into people’s lives.
Now, in recent years, the success of a well-designed product not only depends on the
functional requirements alone. Pleasurable need has four types of concepts:
physical, psychological, social, and ideological (Jordan 2000). The customers
psychological needs i.e. perceptual and emotional experiences also need to be
fulfilled (Sharma et al. 2013). On the other hand, Kartasasmita (2014) doing business
development of Bogor pickled by creating packaging innovative more safe, practical,
hygienic, informative to meet usability needs of customer. Sari and Djatna (2015)
research on the design of pickles packaging that focus on the pleasure needs based
on Kansei Engineering.

3 METHOD
Research Period and Location
This research was conducted from December 2015 to July 2016. The samples
of CTC black tea powder packaging were collected in both domestic and
International market. The survey activities were conducted at Bogor. Data analysis
was computed at Computer Laboratory of Agroindustrial Technology, Bogor
Agricultural University, Bogor.

Research Framework
This study used a methodology of Kansei word to map customer perception to
the packaging design, then developed a new packaging design based on the analysis
of customer attitudes. The first step was to collect the Kansei words related to
packaging design through questionnaires, then reduced the Kansei words using the
Term Frequency – Inverse Document Frequency (TF-IDF) method. Furthermore, by
collecting of samples tea powder package from both domestic and international
markets, they were identified for the design elements by compairing the package
samples.
Multiattribute model was very useful to identify which attributes are most
important to customers (Williams 1988). The next stage was analyzed customer
attitudes towards packaging design sketches model. Analysis of customer attitudes
was conducted by using a Fishbein’s model. Fishbein model was helpful to provide
an assessment of product attributes and evaluate the product (Nofiawaty 2013).
Fishbein model was used in this study to get the best package design according to the
customer. The last step, was it measured the influence and opportunities of customer

8

to purchase decisions of this product. Binomial regression analysis was used in this
study to estimate the probability or chance of a purchasing decisions and the factors
that significantly influence purchasing decisions.
The research framework was designed in parallel form to solve the problem
which beginning from problem definition, research objectives, methodology, result
discussion, and conclusion. The methodology was designed to accomplish the
research objectives. In this research, R language version 3.1.3 (Ihaka and Gentleman
2015) was used as a tool of data processing and the SPSS software version 16.0 was
used to statistical analysis. The framework detail and process of the research method
was represented in Figure 3.

Figure 3 Research method flowchart
In this research, generally, based on respondents, hypothetical data were used
to generate the quantification packaging design elements. Meanwhile in order to
generate the quantification and selection the packaging, three questionnaires were
used to acquire the data related to packaging development based on Kansei
engineering and customer attitudes.
Thirty respondents were involved in this research. The respondents were
selected as a result of purposive sampling with several criteria as follows: (1) they
have known the tea powder product, (2) they have seen the packaging, and (3) they
always observe the packaging before they buying the product. Thus, the evaluation
step was conducted by using semantic differential (SD) and Likert scale. For
examples of SD questionnaire is shown in Figure 4 as following (Nagamachi and
Lokman 2011).

9

1

2

3

4

5

6

7

1

Impractical

Practical

2

Conservative

Innovative

3

Not attractive

Attractive

Figure 4 Example of SD questionnaire with 7-point scale
Nagasawa (2002) claimed that physiological measures, which are measures of
physiological responses, attitudes, and body expressions generated by “external
stimulation”, while psychological measures is the semantic differential scales method
(SD method). The Semantic Differential introduce by Osgood et al. in 1957. Osgood
uses 7 point SD scales gathering for evaluation. SD scales are a political instrument
for measuring the affective impact of political streams on the citizen’s mind. This
tool can also be used in a modified version for product development.

Technique Data Collection and Data Analysis
Identification and evaluation of Kansei words
Identification of product design is the initial phase to develop the packaging
design. In this paper, we identify the characteristics of tea powder that customer
wants and packaging design of tea powder product in order to understand the design
elements. In this paper determined the attributes of packaging design based on Kansei
words in order to obtain correct to design the packaging especially for tea powder.
The Kansei words (KW) were derived from the collecting questionnaires (see
Appendix 1) by 30 respondents. Then the KW was extracted and grouping them by
using Term Frequency-Inverse Document Frequency (TF-IDF) method that is one of
the methods of text mining. From this, representative KW were finally chosen and
become the characteristics of tea powder that customer wants and the strategies of
packaging design based on KW which is first step to answer the first objective in this
paper.
TF-IDF is a statistic method that is intended to reflect how important a word is
to a document in a collection. It is a way to score the importance of words (or "terms")
in a KW based on how frequently they appear across multiple questionnaires. The
following (1) common variant was used in our experiments:
=

�

( |�| /

�)

(1)

is the weight of the TF-IDF,
is the frequency of word w in
Where
document d, and D is the number of documents in the text collection. Normalization
to unit length is generally applied to the resulting vectors.
Formulation of tea powder packaging design based on KE was obtained as a
result of the interaction between Kansei words and packaging design elements. With
involving 30 respondents, the packaging samples collected from domestic and
international market (see Appendix 2) and the collection of Kansei words was then
evaluated by using second questionnaire (see Appendix 3). SD scales (7 scales) were
used here. Scale with the two extremes “not at all” and “very much”.

10

QTT-1 method considered as a qualitative and categorical multiple regression
analysis method, which allowed inclusion of independent variables that are
categorical and qualitative in nature, such as product design elements and
quantitative criterion variables within KE (Wei et al. 2011). In QTT-1 method, the
relational model associated with the measured score of experimental sample and
customer preferences was defined. By using this method, it would get the formulation
of packaging design of tea powder and it would answer the first objective of this
paper. The QTT1 consist of the followings six steps (Lin et al. 2007):
Step1: define the Kansei relational model associated with the Kansei measurement
score of experimental sample with respect to an image word pair. The
categorical multiple regression model can be defined as (2):
̂� = ∑�=1 ∑

��
=1 �

�

+�

(2)

As in (2), ̂� expresses the predicted value of customer impression for the s
product sample (s = 1, 2,…, n) on corresponding k design concept. The index of
design element is denoted by i where i = (1, 2,…, E) and the number of design
element is denoted by E. The index of design category is denoted by j where j = (1,
2,…, Ci) and the number of category of the i design element is denoted by Ci.
Additionally, � indicates the category score of the j style within the i design
element, � denotes the coefficient of the dummy variable which has binary number
value [0, 1] and � expresses a stochastic variable whose expectation value E(�) = 0.
Step 2: calculate the standardized regression coefficients by using formulation (4)
and standardized constant in model (5). The model of categorical multiple
regression analysis can be redefined as (3):
̂� = ∑�=1 ∑

��
∗
=1 �

1

�∗ = � − � ∑
1

̅� = � ∑

��
=1 �

��
∗
=1 �

�

+ ̅�
�

(3)
(4)
(5)

Step 3: Determine the matrix CCR of correlation coefficient of all variables.
Step 4: Calculate the multiple correlation coefficient (R) that is regarded as the
relational degree of external criterion variable and explanatory variables.
Step 5: Calculate the partial correlation coefficients (PCC) of design elements to
clarify the relationships between product element and a product image.
Step 6: Determine the statistical range of categorical variable which indicates its
contribution degree to the prediction model with respect to a given
packaging image sketches.
Evaluation of packaging design
Evaluate the packaging design element from the descriptive model was helpful
to selected the main focus of packaging design element based on customers. The
evaluation was generated by 30 respondents using the third questionnaires (see
Appendix 4). Principal Component Analysis (PCA) is a powerful tool of feature
extraction which could reduce the dimensional data without losing much information

11

(Bouzalmat et al. 2011). In this research, PCA were used to selected the most
important of packaging design element by customers. To deploy PCA in this
research, firstly, defines X as a matrix of design elements evaluation for p dimensions
of respondents which denotes as X = {x1, x2, …, xp}. Corr where xi € X. Then
calculates the mean (μi) of X for n respondents (i = 1, 2,…, n) as in (6) which denotes
as M = {μ1, μ2,…, μp}.

1 n
i   xi
n i 1

(6)

The next step is to calculate the subtract matrix between X and M as in (7) which
denotes as Y = {y1, y2,…, yp}.

yi  xi  i

(7)

Afterward, in order to see the correlation between design element, compute the
covariance of matrix of Y which denotes as C with p x p dimensions as in (8).
C=

1
YT * Y
(n -1)

(8)

Generate eigenvalue and eigenvector of C as formulated in (9) where eigenvector
denotes as B = {b1, b2,…, bp} and eigenvalue denotes as λ = {a1, a2,…, ap}.
C*B=λ*B

(9)

According the result of eigenvalue λ, determine how many principal
component (PC) should be retained. Generally the PC which has eigenvalue above 1
were retained. Finally, group the respondents into their PC according to their loading
components which are generated from matrix eigenvector B and the most important
of design element is then obtained from the interpretation amount of respondents
within PC obtained.
Evaluation phase model of packaging design was generated by 30 respondents
using the fourth questionnaires (see Appendix 5). Multiattribute model explains the
process of integration that combines product knowledge (beliefs) to form a
comprehensive evaluation or attitudes (Simamora 2008). Fishbein model is the one
of method to analysis the multiattribute model. Fishbein model aims to produce the
best packaging design according to the customer. These measurements were
performed by this formula (10):
Ao = Σ bi ei

(10)

Where Ao is attitudes toward a packaging design, bi is customer belief, ei is
customer evaluation, and i is number of attributes (i = 1, 2, ..., 6). The evaluation of
packaging design by customer attitudes result was achieved the second objective of this
research.

Influence of packaging and opportunity on purchasing decision
The customer attitude is the psychological component that influences the
customer behaviour, both in the process of making purchasing decisions and

12

behaviour in the case of a decision to no longer use the product (Ferrinadewi 2008).
Opportunity decision was analyzed using binomial logistic regression that describes
the relationship between the response variable with the independent variable.
Binomial logistic regression model (11) as follows:
� (

�

) = ∑ �kTk + ε

1−�

(11)

Transformation of ln or log function required for the p-value, thus it can be
stated that the logistic regression (p) is log (ln) of the opprtunity (odds ratio). Where
p is an opportunities to purchase, Z is regression coefficient, T is attribute / factor, ε
is bias value and k is number of attributes (k = 1, 2, ..., 6).
Logistic regression has generated by odds ratio between the succeed or failure
of an analysis. In this study the odds ratio is used to measure how much the opprtunity
customer to purchase decisions by considering the variables. The formula is used
(12) as follows:
� �
�
=
(12)
�

�

According to Cessie and Houwelingen (1994), odds ratio (e z ) is association
measure which shows the dependencies between response variable. Value of π
showed marginal opportunities for each response variable.
In order to achieve the third objective of this research, the packaging was
evaluated according to customer purchase decision generated by using the fourth
questionnaires (see Appendix 5). Thus, the result was analyzed using binomial
logistic regression method to obtain the opportunity of purchasing decisions and the
factors that significantly influence the purchase decision of customer to buy CTC
black tea powder were generated.

4 RESULT AND DISCUSSION
Identify and Evaluate the Kansei Words
The best way to obtain the information needed in product packaging design is
developing a plan to identify customer needs. Primary research will be used to collect
the data required to orientate the designer about the most important aspects for
customers related to packaging. Primary data consisted of first-hand information. It
can involve questionnaires, surveys or interviews (Kotler and Amstrong 2014). In
this case the method was used the questionnaires.
Kansei words identification
Generating the packaging design concept of CTC black tea powder is
necessary to develop the package which suitable with customer good impression. In
this research, packaging concept was generated from the collection of customer
impressions related to characteristics product that customers do really want. TF-IDF
method was deployed to identify the collection some adjective words and to acquire
the important information related the characteristic of tea powder and the packaging.

13

It is discussed what the customer wants related the characteristics of tea powder and
the packaging. The calculation results (see Appendix 7, Appendix 8) of this section
were represented in Table 1 (calculation the characteristic of tea powder) and Table
2 (calculation the adjectives words related to packaging).
Table 1 Result of calculation characteristic tea powder
No
1
2
3
4
5
6
7
8
9
10
11
12

Characteristic
Specific taste
Non recidue
Practical
Instant
Quality
Innovative
Variatif
Fragrant
Fresh
Proportional
Fast drink
Specific flavor

Weight
0.796
0.872
1.260
0.887
0.872
1.990
0.775
1.194
0.796
0.666
0.775
1.997

No
13
14
15
16
17
18
19
20
21
22
23

Characteristic
Good taste
Strong taste
Attractive color
Tasty brewing
Natural color
Smooth
Nutritious
Stable taste
Strong flavor
Dense
Solid color

Weight
0.678
0.887
1.592
5.571
4.775
2.440
1.163
0.887
0.666
0.699
0.669

The previous result show that the prefered characteristic of tea powder is it’s
tasty brewing, natural color, smooth it’s shape of powder and specific (distinctive)
flavor. The Kansei words was from first 35 words with a higher weight. From this
result, the strategies for developing the packaging design of tea powder was
determined. Then this result were used for synthesize phase to get the formulation of
packaging design of tea powder product.
Table 2 Result of calculation Kansei words
No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24

Kansei Word
Practical
Innovative
Attractive
Communicative
Eco-friendly
Efficient
Eye catching
Easy to remember
Clear picture
Clear color
Simple
Safe
Strong
Clear aspect legal
Bright color
Attractive color
Informative
Clear typography
Natural color
Clear brand / logo
Unique
Proportional
Natural image
Ergonomic

Weight
2.326
3.137
10.649
2.614
4.214
1.569
4.194
2.388
2.614
1.000
4.775
3.137
3.000
7.320
6.990
7.163
4.377
6.797
4.183
8.889
12.026
3.979
9.786
3.184

No
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47

Kansei Word
Readable
Attractive picture
Variatif
Luxury
Traditional
Modern
Creative
Beautiful
Elegant
Functional
Standard
Economic
Likely
Pleasure
Exclusive
Expert
Classic
Quality
Superior
Flexible
Hygienic
Lifestyle
Effective

Weight
3.495
5.592
3.184
2.796
6.000
3.000
6.000
8.000
5.592
2.796
1.000
2.097
2.097
1.398
1.000
1.000
3.000
1.000
1.000
2.000
1.000
2.000
2.000

14

In this phase, thirty five KW have been collected by questionnaires the thirty
respondents which illustrated tea powder packaging. These KW consisted of
“practical”, “innovative”, “attractive”, “communicative”, “eco-friendly”, and etc.
Then to generate the new packaging design concept, all the KW collected were
evaluated. SD scale (7 scale) were used in this evaluation phase.
Packaging design element identification
In KE research, packaging design element has a big contribution to create
customer attractiveness (Nagamachi and Lokman 2015). For instance, customers will
feel attracted when they see a new packaging and they will check the packaging
whether it impacts their feelings or not. The main idea is when the customer don’t
feel attracted and feel an impact when they touch the packaging, the opportunity to
get touch with customer is not developed and there no chance of the product being
purchased. This condition showed that packaging design elements is essential to give
the impression to customers directly (Muharam 2011).
The packaging design of tea powder was identified by