Affective design with Kansei mining: An empirical study from automotive industry in Indonesia

Abstract

Automotive industry delivers a great contribution to Indonesia by accounting high percentage in gross domestic product. As automotive industry is developing, especially for car industry, the competition between car companies is highly increasing. This condition resulted in a situation where products from different car companies having the same standard for quality. Therefore, customers are triggered to consider another factor beside functional specification and quality, which is affective perception. This research focused on how customers of city car in Indonesia evaluate the product from its exterior shape by considering their affective side. Method of this research is Kansei Engineering, specifically its Kansei Words. Data from customers are processed with the method of association rule mining and conjoint analysis. From the output of this research, there are five groups of Kansei Words that represent customers’ affective perception (i.e., classic and sleek, robust and powerful, sporty and formal, cute, and modern). The final output from this research are five recommended designs for city car exterior shape that describe all the Kansei Words above.