摘要
To thoroughly understand market opportunity of freeze-dried facial mask and deeply get insight of consumers’usage behavior and needs,evaluate sensory feelings of 10 screened commercial freeze-dried facial mask products,group test products according to the differences of sensory attributions via Principal Component Analysis(PCA)and Agglomerative Hierarchical Clustering(AHC),pick up the representative products.Freeze-dried facial mask users evaluate satisfaction degree of picked up products and participate survey of usage behavior/cognition.Analyze consumer data by AHC to get consumer segmentations and their profile.The test results show that,sensory data and consumer data,which is from consumers test of screened representative products by performing PCA and AHC on sensory data,can be verified mutually.It is helpful to understand the needs of consumer segmentations and reason to buy by combining sensory data and consumer test.
