An Analysis to Determine the Priority Emotional Design in Kansei Engineering by using the AHP Approach in Product Development

The customer satisfaction is as the challenges on how they can deliver the quality of product for their success and survival in today's competitive environment. Based on this reason, this research is carried out to identify and investigate the satisfaction toward the customer requirement of the product development based on their emotional feeling and how deep we can intepret those meanings behind the quality attributes in product. This study highlights the integration study between Kansei Engineering (KE) and Analythical Hierachy Process (AHP) which in practice towards the product development. KE used to find, obtain and interpret emotional needs of consumers of a product, investigate what the customer requirement based on their emotional feeling articulated in Semantic Differential scale context. In order to support, the research is conducted among 100 respondents as a sample size towards car user in Klang Valley, Malaysia. Studies proved and showed that there an existing correlation appears and significant findings between the emotional design quality and product chosen. A daily life product will be used as case studies (car center stack), as a real situation feature to apply the idea. Results, by using the Analythical Hierachy Process (AHP) as a decision maker, the design No 2, is the best design selected among 4 final designs in concept generation. It gives the emotional feeling of Ideal (Kansei Word). The ideal design of the car center stack is the design that has practical arrangement and not too fancy and too crowded in the middle of the stack. This study found that and shows us that the perceived attributes or qualities is impacted or influenced against the emotional design.