Consideration of Purchasing Creation Model by Kansei Information

This paper attempts to describe the causality phenomenon of ”Kansei information” and its effects on buying behavior. We focus on information taken in through the five senses and processed within the brain to cause positive affect, which we refer to as ”Kansei information.” Since the year 2000, in various different industries throughout Japan, we have been researching the phenomenon of Kansei information and its effects on buying behavior. Based on our observations of this phenomenon and the marketing and sales activity it results in, we have been researching the possibility of creating a model in which the effects of Kansei information constitute the main component. In this paper, we present the developed ”Kansei information buying behavior model” and examine the model by focusing on non-planned purchases in supermarkets. We will also present the results of an experiment where Kansei information was used in actual store fronts to affect buying behavior. Sales of the product, which had been around 20 pieces per month in previous years, dramatically improved and reached 280 pieces in the first month after using Kansei information. Sales at six months had grown constantly to reach 1,000 pieces per month. We then examine the possibility of making a simulation model based on the experimental results.