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Integration of Kansei engineering and conjoint analysis to product design - a case study of a synthetic rattan sofa manufacturer

Author

Listed:
  • Elia Oey
  • Christopher Stanley Soputro
  • Steven Yeremia Wibowo
  • Novita Novita

Abstract

Continuous product development is critical for every company. For that reason, understanding what a consumer wants and is willing to buy is a constant endeavour for every company. The study was a case study of a synthetic rattan furniture manufacturer in Indonesia, exploring new design for its sofa product. The study used combination of Kansei engineering and conjoint analysis to propose new sofa design. Kansei engineering was done with affinity diagram workshop and principal component analysis addressing visualised consumer preferences' attribute. Using Kansei engineering a new sofa model was proposed stressing consumer preference on 'minimalist', 'bulky' and 'calm' features. Afterwards, the study was enriched with conjoint analysis addressing non-visualised aspects of consumer preferences and concluded that 'price', 'warranty' are the two most important attributes. From the conjoint models, the studied company can estimate the overall utility value based on different level of 'price', 'warranty period', 'rattan type', 'fabric type', and 'foam type'.

Suggested Citation

  • Elia Oey & Christopher Stanley Soputro & Steven Yeremia Wibowo & Novita Novita, 2022. "Integration of Kansei engineering and conjoint analysis to product design - a case study of a synthetic rattan sofa manufacturer," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 26(2), pages 238-260.
    • Handle: RePEc:ids:ijbexc:v:26:y:2022:i:2:p:238-260
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    Cited by:

    1. Xue Gong & Zhuen Guo & Zhongqu Xie, 2022. "Using Kansei Engineering for the Design Thinking Framework: Bamboo Pen Holder Product Design," Sustainability, MDPI, vol. 14(17), pages 1-16, August.

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