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International Journal of Advanced Engineering, Management and Science

Selection of Representative Kansei Adjectives using Cluster Analysis: A Case Study on Car Design

( Vol-2,Issue-11,November 2016 )

Author(s): Sugoro Bhakti Sutono

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Downloads : 14
Page No: 1885-1891
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Consumers’ emotional perception, product form, car design, Kansei engineering.


This study aims to select the representative Kansei adjectives or words in Kansei engineering methodology. This study used the passenger car design as its experimental case study. A two-stage cluster analysis was carried out for selecting the representative Kansei adjectives. The selection process of the representative Kansei adjectives was determined based on the smallest distance of individual Kansei adjective to the centroid of each cluster. Thus, the results indicated that ‘modern’, ‘elegant, ‘sporty’, and ‘youthful’ were thereupon selected as appropriate adjectives to represent the initial set of Kansei adjectives. As a conclusion, the cluster analysis method was able to systematically select the representative Kansei adjective and easily interpretable for Kansei engineering.

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