Conjoint Analysis of Costumers' Preferences with Kansei Engineering System for Product Exterior Design

Abstract

In the product design, consumer preferences analysis is very helpful for consumer products design. One of the most important factors for a consumer's purchasing decision is a products exterior design. Products exterior design is dependent on sensibility of designer to demonstrate the features and functionalities of products. Hence, how to develop products exterior design which motivate consumers' affective responses on consumers' concerns is of great importance exterior design manufacturers. To understand contributing factors of products exterior for consumer's purchasing decision, this paper proposed to use conjoint analysis technique with Kansei Engineering System (KES) scheme. Conjoint analysis technique is used to determine what features of product exterior design which attracts consumers' concerns. The target of conjoint analysis is to obtain utility scores that represents factors of products exterior design, hence based on its score, it can be concluded which of the attributes of products exterior design more attract consumers' concerns in purchasing decision. This paper proposed novel method to analyze factors of products exterior design that reflect consumer purchasing concerns toward new products. First of all, questionnaires relating to kansei words which represents consumers' concerns with a new product exterior design were prepared. From 50 respondents answers for the questionnaires, 12 pairs of kansei word considered to represent consumer desire and/or concerns with the new product exterior design were extracted. After that, several features of the product exterior design, such as shape, product size, material, color and accessories, had prepared previously were combined with 12 pairs of the kansei word in order to get the attribute of the product exterior design which are considered to affect consumers' purchasing decision. The final result, we got Kansei word of “Contemporary - Conventional” is more considered by consumer as purchasing decision.