An affective approach to developing marketing strategies of mineral water

Junzo Watada*, Le Yu, Munenori Shibata, Marzuki Khalid

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    1 Citation (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)514-520
    Number of pages7
    JournalJournal of Advanced Computational Intelligence and Intelligent Informatics
    Issue number4
    Publication statusPublished - 2012 Jun


    • Kansei engineering
    • Mineral water
    • Soft computing model
    • SOM
    • Taste analysis

    ASJC Scopus subject areas

    • Artificial Intelligence
    • Computer Vision and Pattern Recognition
    • Human-Computer Interaction


    Dive into the research topics of 'An affective approach to developing marketing strategies of mineral water'. Together they form a unique fingerprint.

    Cite this