Aesthetic preferences based on customer personality and characteristic (Water drinking bottle)

Mohd Gzali, Nurul Farhana (2019) Aesthetic preferences based on customer personality and characteristic (Water drinking bottle). Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to identify aesthetic priorities based on personality and customer characteristics through Kansei Technique (KE) and the nature of cognitive style (CSI and Big-5 Inventory). In this study, the researchers have set objectives: (1) to analyze the aesthetic priorities of personality-related products (Big Five) and Cognitive Style Index (CSI) and (2) to confirm customer's aesthetic preferences towards the index of personality and cognitive style post investigation At the beginning of the study, it is necessary to conduct a survey, which is related to developing a questionnaire. Respondents were from the Technical University of Malacca (UTeM) and the Ayer Keroh area and 350 samples were taken. Prior to developing a major survey, researchers conducted preliminary tests using 60 sample and expert opinion (7 lecturers) to compile questions for the main survey. The questionnaire developed contains customer preferences, 5 words that represent emotional meanings based on Kansei Words, 2 categories of cognitive style (CSI and Big-5), and 8 designs of drinking water. As a result of this study, researchers have found that most respondents chose Design-1 based on 'Safety' and 'Convenient'. Later, the researchers reaffirmed the product priority again using 60 respondents and using the Preferred Expert software, the result shows that Design-1 is the most preferred that satisfies customer satisfaction standards and is associated with Kansei Words. For Big-5 Inventory, analysis shows that most of the 'Active Style Extraversions' are also related to the majority of respondents' age and occupation. Meanwhile, for CSI, analysis shows that most are from the 'Adaptation Styles' that are also related to how the elements of the product's priorities when buying a product.

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