The profile design (image) towards customer emotional responses

Zulkefli, Hartini (2015) The profile design (image) towards customer emotional responses. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This project is about product design features based on customer preferences using analytical hierarchy process (AHP) method. The sun·ey conducted towards 550 respondents \Vith the questionnaires developed that contained 3 classes of cars applied in the scaled I to 5 of semantic differential to Kansei words. The target respondents were the car owners in Durian Tunggal and Ayer Keroh. The objective of this study is to investigate, analyse, evaluate and validate the features and the design preferences of the product, beside to generate the decision making in order to find the priority of the product. As a case study, this project was conducted towards the profile design of the car. The Post-Test is required in order to validate the results. beside the correlation analysis. Based on the results data, all the Kansei word used in this study were valid since it past the value of Cronbach Alpha which were greater than 0. 7. AHP method was selected to make the decision of the preferences profile design. The Statistical Package for the Social Sciences (SPSS) were used to analyse the respondent's answers for statistical data based on what customers' needs when they purchase a product and also what the particular related attributes to their preferences characteristics on car design. To the Kansei words, the most preferenced for City car was on 'Simple', for Sedan and MPV were on 'Exclusive'. This finding is similar and proven through the Post-Test conducted. Last but not least, the decision made to customer requirements should be carefully determined by the comparison analysis, especially to each criterion using Kansei words as an articulation of customer quality feelings.

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