Bakery Packaging Improvement through Kansei Engineering: A Multi-Objective Analysis of Consumer Preferences

Abstract

This study investigates the packaging improvement process for plain bread at CV. X. Consumer complaints regarding the use of only tape for sealing and the subsequent negative impact on bread quality (shape, texture, shrinkage) prompted the bakery to explore packaging redesign.  This research aims to redesign product packaging using Kansei Engineering, specifically Kansei Type 1, and multivariate analysis. The initial steps of Kansei Engineering Type 1 involve collecting 40 Kansei words, refining them to 30, and then creating a questionnaire for distribution to consumers. The collected questionnaire data will undergo multivariate analysis based on respondent feedback. Desired packaging criteria include bold product branding, multi-color packaging, featuring halal and food safety logos, a prominent company logo, a box-shaped package, made from Oriented Polypropylene (OPP) plastic, and sealed with clip closure.