Sensory Evaluation of Freeze-Dried Facial Mask and Analysis of User Profile

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.

粉底产品的中国消费者喜好要素及特征研究

采用定性与定量相结合的方式,以100名粉底使用者为研究对象,对2款具有差异性的粉底产品进行了盲测。通过相关性计算和电话深访,得出消费者的喜好要素;通过主成分分析法和聚类分析法,得到不同人群对产品的认知结果。研究发现:(1)妆效的持久力表现是消费者评价粉底产品的关键因素,但也是目前产品的未满足点;(2)中国普通消费者在粉底使用上仍处于初级阶段,因此不能清楚地区分产品间的差异;(3)消费者选择偏好产品时会多方面综合考虑,并没有一个清晰明确的选择标准。