Hierarchical analysis of regional cultural and creative product demand based on fuzzy kano model

Abstract

In order to accurately grasp consumers' demand for regional cultural and creative products, this paper introduced the fuzzy Kano model demand algorithm. Firstly, the initial requirements of cultural and creative products were divided into three levels, and the corresponding fuzzy Kano questionnaire was designed. Then, through questionnaire survey and matrix processing of its data, the category of demand items was clarified, and the priority calculation of demand items was carried out with the help of the better-worse coefficient. Finally, it is concluded that consumers' preference for regional cultural and creative products is mainly concentrated in the behaviour layer and reflective layer, which could provide direction for the design of regional cultural and creative products.