Title: Integration of grey-based Taguchi method and principal component analysis for multi-response decision-making in Kansei engineering

Authors: Sugoro Bhakti Sutono; Salwa Hanim Abdul-Rashid; Zahari Taha; Subagyo; Hideki Aoyama

Addresses: Centre for Product Design and Manufacturing, Department of Mechanical Engineering, Faculty of Engineering, University of Malaya, 50603 Kuala Lumpur, Malaysia; Department of Industrial Engineering, Pelalawan School of Technology, Pelalawan, Riau, Indonesia ' Centre for Product Design and Manufacturing, Department of Mechanical Engineering, Faculty of Engineering, University of Malaya, 50603 Kuala Lumpur, Malaysia ' Faculty of Manufacturing Engineering, Universiti Malaysia Pahang, 26600 Pekan, Pahang, Malaysia ' Department of Mechanical and Industrial Engineering, Universitas Gadjah Mada, Yogyakarta 55281, Indonesia ' Department of System Design Engineering, Keio University, 3-14-1 Hiyoshi, Kohoku-ku, Yokohama 223-8522, Japan

Abstract: This paper presents a hybrid method to determine the optimum combination of product form features in Kansei engineering. This method integrates the Taguchi method and grey relational analysis (GRA) coupled with principal component analysis (PCA). Experiments are performed on a variety of passenger car form designs. The Taguchi's L₂₇ OA is chosen to design the experiments and to generate the car silhouettes as design samples. GRA is used to solve the multi-response optimisation problem, while PCA is used to assign the weighting values of relevant Kansei responses. The results show that the hybrid method was able to solve the complexity trade-off encountered in the decision-making process of multi-response optimisation using an economical and effective experimental design method. The method also has the capability in determining the optimum combination of product form features and generating an optimised car form design which accommodates the multi-Kansei need of consumers in a systematic manner. [Submitted: 28 June 2014 ; Revised 5 March 2016; Accepted: 28 September 2016]

Keywords: Taguchi methods; grey relational analysis; GRA; principal component analysis; PCA; multi-response optimisation; decision making; product form design; Kansei engineering; product form features; automobile industry; vehicle design; vehicle silhouettes; experimental design; customer needs; automotive manufacturing.

DOI: 10.1504/EJIE.2017.083254

European Journal of Industrial Engineering, 2017 Vol.11 No.2, pp.205 - 227

Published online: 22 Mar 2017 *

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