Application of Kansei vocabulary on development of the parametric product form design for customer oriented requirements

Razali, Siti Fasihah (2023) Application of Kansei vocabulary on development of the parametric product form design for customer oriented requirements. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Aside from a new product's quality, performance, and pricing, the design has become a significant consideration in customer decision-making. Customers tend to buy things based on their appearance because numerous firms come up with their own versions of products that have the same qualities as their competitors. As a result, designers try to figure out what factors influence a customer's satisfaction with their product. The current study investigated the different ways in which a product's appearance effects client product evaluation and, hence, decision in order to assist product design and development managers in maximising product appearance. However, because it is difficult to grasp, few designers develop the appearance and functions of a product based on consumer preferences. This is due to the fact that each consumer has their own preferences for each product, making it difficult for the designer to find a design that suits the user's preferences. To get know the user preference, the first step is to create and administer the user questionnaire survey. A Kansei word is used in the survey as it will describe the feeling that the user felt about the product. The questionnaire survey is aimed at all consumers in order to learn about their overall perceptions of the product in question, which aids in the gathering of customer requirements and, as a result, the product development process. In the preliminary survey also, an adjective words have being listed and the repsondent will choose and adjective words that have the most voting will be use as Kansei word. Following the completion of the user questionnaire survey, a sample will be created using Taguchi orthogonal array as it minimises variation by optimising design parameters. The hierarchical cluster analysis also have being build to classified each sample to their own group. Furthermore, the AHP survey will be conducted and its focusing on th expert opinion on Kansei word that have being choosen in the preliminary survey with the principal of aesthetic. The result of the survey then will be used to calculate the weight of each Kansei words and the proncipal of aesthetic. This data will be used later in GRA-AHP calculation. There will be third survey which will be using Kansei words that have being choosen from the priliminary survey and the sample that have being create by using the Taguchi orthogonal array to find the user preference based on the questionnaire. Finally, from the result of survey will be used in the calculation of GRA and AHP will be analyze to the relationship between the user preference and the product form. From the data, we find the sample that sample that have the closest towards the consumer preference which is sample 13 and the adjective words that have the value of the weight that affects the vocabulary is “Modern vs Traditional”, “Light vs Heavy” and “Beautiful vs Indecent”.

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