Title: Generating and quantifying consumer preferences using Kansei and fuzzy analytical hierarchical process - a case study in an apparel manufacturer

Authors: Elia Oey; Bennet Rheza Paleva; Jimmy Weijaya; Billy Bongara

Addresses: International Business & Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business & Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business & Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business & Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia

Abstract: Understanding what consumers want is essential for firms to remain competitive. With more fragmented market, product development nowadays searches more to consumer feeling instead of product functionality. The research is a case study in a medium size apparel manufacturer for their male premium t-shirt. The study covered identification and hierarchisation of consumer preferences using Kansei engineering technique, and quantification of the weight of each Kansei words using fuzzy analytical hierarchical process method. The study identified 19 cleansed Kansei words hierarchised under five groups. The result showed 'comfortable material' as the most sought Kansei words. However, sensitivity analysis revealed slightly different preferences in certain respondent profiles for the next preferred Kansei words.

Keywords: fuzzy analytical hierarchical process; consumer preferences; Kansei.

DOI: 10.1504/IJBEX.2021.113704

International Journal of Business Excellence, 2021 Vol.23 No.3, pp.312 - 329

Received: 15 Oct 2018
Accepted: 27 May 2019
Published online: 19 Mar 2021 *

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