The Application of Structural Equation Modeling on Sensory Study of Skin Care Product (Liquid Body Soap)

Abstract

Soap is one of the household required products used as skin care and skin health protector. Based on its state, there are two types of soap, namely bar soap and liquid soap. Competition among soap marketers to attract consumers is very tight due to the fact that there are many available brands on both types. Every marketer tries to create an impression on consumers' mind and if required they will change consumers' perceptions and behavior over the product, and it can be ensured that every consumer has specific preference to the product that will be used. The information regarding consumers' decision in choosing a product in relation to their overall opinion is very important for marketers to face the competition; moreover, the marketers have to find new ways to differentiate their brands from those of the competitors. One of the efforts that can be attempted is define the strategy of effective marketing through the understanding of attributes which become the consumers' main consideration in choosing a product; thus, a product gains additional value from the points of view of consumers.