**3. Methodology**

In the framework of similar research, due to its anonymity and the least forced form of feedback for determining the attitudes, satisfaction and perception of products by customers, questionnaire inquiry is one of the most used methods. However, in addition to these and other advantages, questionnaire inquiry also has a number of disadvantages [48]. In an attempt to solve the inherent shortcomings of the traditional *The Perception of Intelligent Packaging Innovation: The Latest Process and Technological… DOI: http://dx.doi.org/10.5772/intechopen.107461*

inquiry method, this research proposes to use the Kano analytical model to investigate customer satisfaction. The Kano model is designed to include not only quantitative but also qualitative measures. The priority of the researched packaging innovations is justified by the use of the Kano model, which uses both customer satisfaction and producer capacity [49]. According to Goodpasture [50], the purpose of the Kano model is to identify buyers' attitude according to the desires of an analyzed item.

The approach contained of several phases, **Figure 1**.

Firstly, the questionnaire is created to recognize actual statements. The questionnaire contained a pairs of negatively and positively comprehended questions. The methodology identifies the answers (sentence). The scale is from 1 to 5 and represents strong agreement to strong disagreement. Subsequently, questionnaire measures were identified. In Slovakia, the sample of respondents was set at 1231. For each given age category, we selected questionnaires to keep a similar proportion of respondents, the questionnaires were distributed through the internet by electronic forms.

According to the cross rule valid in the Kano model methodology [51], our received answers are evaluated in the subsequent analyses. Based on age categories, the

**Figure 1.**

*The main methodological steps of the research.*

answers are consequently analyzed by two-factor analysis. The Kano model described results in the following categories (how consumers perceived packaging) [51, 52]:


A typology matrix of buyers (consumers) is designed as the following step. There is adapted matrix of awareness of innovations in terms of the packaging functions. The results define two main features, there are age groups on the x-axis and innovation status is on the y-axis. Based on the results of the questionnaire, the innovation status is identified as an amount of the recognized requests compulsory on the new packaging by their functions. Based on the given weights, Loučanová [8] 'M' obligatory requests with amount 3, 'A' attractive requests with amount 2, 'O' onedimensional requests with amount 1, 'I' indifferent requests and without requests have amount 0, 'R' contradictory requests have amount 1 and 'S'skeptical with amount 2 (in different age groups). The recognized requests impact on new technologies and materials packaging according to their functions. They are defined as the average weight of the identified requests percentage.

Subsequently, the comparison analysis, which aims to identify and measure comparable data, was used. It was used to identify the differences between customers' perceptions of intelligent packaging functions and customers' perceptions of active packaging functions.

The analysis of comparison identified the buyer requests by Kano model. Consequently, each weight was allocated to these requests. Each recognized request characterizes amount 1, and it is multiplied by particular weight according to recognized category as follows: must be = 3, attractive = 2, one-dimensional = 1, indifferent = 0, reverse = 1 [8, 52]. Resulting in the sum of all values, the analysis compares buyer awareness of intelligent and active packaging functions. For intelligent and active packaging, the model identifies the target age group. Afterwards, the perception of intelligent and active packaging functions in Slovak conditions is designed by 3D simulation. Subsequently, model describes a portfolio matrix. The matrix takes into account the environmental-focused companies focusing on buyer perceptions and satisfaction with innovations. The designed matrix analyses influence of innovation

*The Perception of Intelligent Packaging Innovation: The Latest Process and Technological… DOI: http://dx.doi.org/10.5772/intechopen.107461*

on the buyer satisfaction coefficient. This coefficient is designed according to methodology of the Kano model, and the results describe the share of individual buyer requests as follows [53]:

$$\text{Satisfaction coefficient} = \frac{(A+O)}{(A+O+M+I)}\tag{1}$$

The coefficient describes the impact of buyer satisfaction requests ranging from 0 to 1 (the coefficient closer to 1, meaning the better satisfaction of buyers with the requests).

Consequently, the satisfaction coefficient of the each observed parameter is given according to the groups describing of the green buyer and the ability to separate the goods by the innovation. In each group, there is the arithmetic mean of the parameter and describes the final significance of the phenomenon. These values are applied to the portfolio matrix. Based on their location in the four quadrants, according to Bloom and Ginsberg [54], respondents adopt four environmental-oriented enterprise policy strategies: weak green, defensive green, extreme green and shadow green strategies.
