A Study And Analysis Of Consumer Product Design Using The Integration Of Kano Model And Quality Function Deployment - Case Study (Product Shampoo Bottle)

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UNIVERSITI TEKNIKAL MALAYSIA MELAKA

A STUDY AND ANALYSIS OF CONSUMER PRODUCT

DESIGN USING THE INTEGRATION OF KANO MODEL AND

QUALITY FUNCTION DEPLOYMENT: CASE STUDY

This report submitted in accordance with requirement of the University Teknikal Malaysia Melaka (UTeM) for the Bachelor Degree of Manufacturing Engineering

(Manufacturing Management) with Honours.

by

MUHAMMAD AIZAT BIN ABD RAHIM B050910235

881006-01-5821

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SULIT

TERHAD

TIDAK TERHAD

(Mengandungi maklumat yang berdarjah keselamatan atau kepentingan Malaysia yang termaktub di dalam AKTA RAHSIA RASMI 1972)

(Mengandungi maklumat TERHAD yang telah ditentukan oleh organisasi/badan di mana penyelidikan dijalankan)

Alamat Tetap:

NO 34, JALAN LADING 4, TAMAN PUTERI WANGSA, 81800, ULU TIRAM, JOHOR

Tarikh: 3 June 2013

Disahkan oleh:

Cop Rasmi: XV:sihmobi

Tarikh: _______________________

** Jika Laporan PSM ini SULIT atau TERHAD, sila lampirkan surat daripada pihak berkuasa/organisasi berkenaan dengan menyatakan sekali sebab dan tempoh tesis ini perlu dikelaskan sebagai SULIT atau TERHAD.

BORANG PENGESAHAN STATUS LAPORAN PROJEK SARJANA MUDA

UNIVERSITI TEKNIKAL MALAYSIA MELAKA

TAJUK: A STUDY AND ANALYSIS OF CONSUMER PRODUCT DESIGN USING THE INTEGRATION OF KANO MODEL AND QUALITY FUNCTION DEPLOYMENT: CASE STUDY

SESI PENGAJIAN: 2012/2013 Semester 2

SayaMUHAMMAD AIZAT BIN ABD RAHIM,

mengaku membenarkan Laporan PSM ini disimpan di Perpustakaan Universiti Teknikal Malaysia Melaka (UTeM) dengan syarat-syarat kegunaan seperti berikut:

1. Laporan PSM adalah hak milik Universiti Teknikal Malaysia Melaka, Supervisor, dan penulis.

2. Perpustakaan Universiti Teknikal Malaysia Melaka dibenarkan membuat salinan untuk tujuan pengajian sahaja dengan izin penulis.

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DECLARATION

I hereby declare that this report entitled “An Integration of Affective Engineering in Product Design Analysis” is the result of my own research except as cited in the

references.

Signature :

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APPROVAL

This report is submitted to the Faculty of Manufacturing Engineering of UTeM as a partial fulfillment of the requirements for the degree of Bachelor of Manufacturing

Engineering (Manufacturing Management) with Honors. The members of the supervisory committee are as follow:

……… H. H. IP [XV:sihmobi ]

@ Haeyip Sihombing

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i

ABSTRAK

Tujuan kajian ini adalah untuk mengenal pasti kualiti produk dan ciri-ciri produk utama berdasarkan kepuasan pelanggan melalui Kejuruteraan Kansei (KE) dan Model Kano (KM) dengan Quality Function Deployment (QFD). Dalam kajian ini, 3 aspek reka bentuk telah dipertimbangkan untuk pembangunan produk, seperti perasaan emosi, ciri-ciri, dan keperluan teknikal. Terdapat 2 kaedah yang digunakan dalam kajian ini, iaitu temu bual dan soal selidik. Dalam kajian ini, terdapat 509 responden terlibat untuk menjawab soal selidik yang mengandungi 8 botol reka bentuk syampu, 6 kata-kata yang mewakili kualiti emosi berdasarkan Kansei Words, dan 6 soalan kategori Kano berdasarkan keadaan “Functional” dan “Dysfunctional”. Hasil kajian ini, menunjukkan bahawa kebanyakan responden menyuarakan reka bentuk syampu botol sebagai "AC" (janggal vs selesa). Manakala reka bentuk yang paling digemari adalah reka bentuk no.4, dipilih oleh 239 responden (14%). Reka bentuk ini dinilai oleh responden sebagai cenderung kearah selesa, dengan skor purata 4.79. Di samping itu, dengan mengintegrasikan Model Kano ke Kualiti Fungsi Pertukaran produk, ciri-ciri produk dan dimensi kualiti yang boleh ditentukan untuk penambahbaikan. Hasil kajian menunjukkan bahawa "K2" (mekanisme keluar ke arah cecair di dalam botol syampu) adalah yang paling utama untuk penambahbaikan. Ini mempunyai hubungan yang signifikan dengan ukuran ketinggian produk. Manakala berdasarkan latar belakang responden, kajian ini mendapati pilihan responden terhadap syampu botol berdasarkan keamatan menggunakan syampu (yang adalah 2 hingga 5 kali sehari), isipadu (iaitu 250 hingga 500 mm), tebal (iaitu 40 hingga 60 mm), ketinggian (iaitu 160 hingga 200 mm) dan lebar (iaitu 60 hingga 80 mm). Menariknya, responden juga memilih untuk penutup botol dengan mekanisme “press pump” bukannya reka bentuk “flip top”.

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ii

ABSTRACT

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iii

DEDICATION

This thesis is dedicated to my parents,

Abd Rahim B Yahya and Buziah Bt Alias

For their endless love, support and encouragement

And

For my families and friends

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iv

ACKNOWLEDGEMENT

I am grateful to God Almighty that for the countless blessings and grace that was given to me, finally, I was completed my Final Year Project (FYP), consisting of FYP1 accordance with requirement of the Universiti Teknikal Malaysia Melaka (UTeM), as a partial fulfillment of the requirements for the degree of Bachelor of Manufacturing Engineering (Management).

Firstly, I would like to express my deepest appreciation to my supervisor, H.H. IP [XV:sihmobi] @Haeryip Sihombing for help me along the success of this study and

supervise me with full commitment. I will never forget the contribution that he gave to me, with support, encouragement, advice, assisting and providing information and useful guidance to me.

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Abstrak

Abstract

Dedication

Acknowledgement

Table of Contents

List of Figures

List of Tables

List of AbbreGation

CHAPTER 3 : METHODOLOGY

3.1 Introduction

3.2 Planning the study

3.3 Methodology

3.4 identify the Product Design

3.4.1 Observational Study

3.4.2 Literature Study

3.5 Identification of Kansei words

3.5.1

Interview 3.5.2 Observation

3.6 Data coilection

3.6.1 Questionnaire

3.7 Data Processing

3.7.; Axalysis of semantic differential

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3.7.2 Construct the Kansei questionnaire

3.7.3 Analysis by using Kano model and QFD

3.8 Expected resuit

3.9

Gantt

chart 3.10 Summary

CHAPTER 4 : RESULT AN?) DISCUSSION

4.1 Developirtg Questionnaire

4.2 Evaiuation data fiom respondents

4.2.1 Characteristics respondents

4.2.1.1 Gender of respondents

4.2.1.2 Nationality of respondents

4.2.1.3 Usage rate of respondents

4.2.1.4 Prefer volumes by respondents

4.2. i .5 Prefer thickness by respondents

4.2.1.6 Prefer heights by respondents

4.2.1.7 Prefer widths by respondents

4.2.1.8 Type of caps by respondents

4.3 Reiiabiiity test

4.3.1 Kano questionnaires

4.3.2 Kansei Word

4.4 Kansei Engineering

4.4.1 Kansei Worcis vaiidation

4.4.1.1 Preliminary Test

4.4.1.1.1 Interview

4.4.1.1.2 Preliminary survey

4.4.2 Anaiysis by W70rd

4.4.2.1 Dull vs. Attractive @A)

4.4.2.2 Difficuit to Used vs. Easy to Used (DE)

4.4.2.3 Common vs. Unique

4.4.2.4 Stiff vs. Eiegant

4.4.2.5 Complicated vs. Simple

4.4.2.6 Awkward vs. Comfortable

i 00

100

101

1 0 1 0 ~

102

104

1 04

105

106

1 07

1 :0

109

:

10 110

110

l i i

113

114

115

116

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4.4.3 Analysis by Design

4.4.4 Analysis by Preferences

4.4.5 Final Design

4.5 Expert Choice Result

4.6 Post Test

4.7 Integration of Kano Model and Quality Function Deployment

4.7.1 Kano mode1 analysis

4.7.2 Quality Function Deployment (QFD) analysis

4.7.2.1 Customer requirement CW-HATS)

4.7.2.2 Cdieria requirements (HOWs)

4.7.2.3 Relationship mamx

4.7.2.4 Ranking of customer' satisfaction

4.7.2.5 Technicai Competitive Assessment

4.7.2.6 House of Quality (HOQ) analysis

4.8 Summary

CHAPTER 5: CB'n'CLUiTION Aiil?i ~ C O ~ P u ? ) A T I O N

5.1 Conclusion

5 Z Recommendation

REFERENCES

APPENDICES

A

Gantt chart

B

Ransei Words

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LIST OF

FIGURES

1.1 Framework of Study

The Process of Kansei (Lokman & Nagamachi, 2009j

The Principal of Kansei Engineering (Nagamacli, 2003)

Kano's model of customer satisfaction (Witell & Dominguez, 2005)

Process of Kano classification (Berger et al, 1993)

Framework for requirement rating with fuzzy h o(Xie & Li, 2012)

QFD's esect on product development leads time (John, J. 2001 :82).

The Phases of QFD

An example of QPD matrix structure (Goetsh & Davis 1994)

An exampie of Seven New Planning Tools (Bossert, 1991)

An example of Deming Cycle (Plan Do Check Act) (Bossert, 1990)

Structure of

AHP

process

3.1 Framework of Study

3.2 Flow chart of project's research of Kansei engineering

Sample size in Sampie Size Caiculator

Gender of respondents

Nationality of respondents

Usage rate per week of respondents

Prefer volume by respondents

Prefer thickness by respondents

Prefer height by respondents

Prefer width by respondents

Type of cap prefer by respondents

Flow obtaining the final design

Simple average dull vs. Attractive @A)

AHP Dull vs. Attractive @A)

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PLHP Difficult to Used vs. Easy to Used @E)

Simple average Common vs. Unique (CU)

A H P Common vs. Unique (CU-) Siiiiple average Stiff vs. Elegant (SE)

AHP

Stiff vs. Elegant (SEj

Simple average Complicated vs. Simple (CSj

AHP Complicated vs. Simpie (CS)

Simple average Awkward vs. Comfortable (AC)

AHP

Awkward vs. Comfortable (AC)

Simple average result of analysis by design

AH7 preference

AHP final desigr~

Find two best design

Final two worse design

Expert Choice resuit

Djnaniic sensitivity- graph

Post test analysis for Design no.4

Post test analysis for Design no.8

Customer requirement (W-iTs)

Criteria requirements (HOWs)

Relationship Matrix

Ranking of employees' satisfaction

Technics Competitive Assessment

House of Quality for Traditional Kano

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LIST OF TABLE

-

2.1 I he Dimension of Quality * *

L.L An example of the benefits of QFD ("Dosseri, 1991)

2.3 Summary of Kansei Engineering

2.4 Summary of Kano Method

2.5 Summary of Quality Function Deployment (QFD)

2.6 S u m t n q of Analy?ic Iiiemchy Process (AHP)

Totai Student for each P T

Gender of respondents

Nationality of respondents

Usage rate per week of respondents

Prefer volume by respondents

Prefer thickness by respondents

Prefer height by respondents

Prefer width by respondents

Type of cap by respondents

Cronbach Alpha for Kano questionnaire

Cronbatch Alpha for Kansei word

Random Kansei Word

Grouped Kansei Word

AHP

result of analysis by design

Post test final resuit

Fuzzy Kano manipulation

Fuzzy Kano Evaluation Table

Quality Attributes Results based on Traditional Kano and Fuzzy Kano

Correiation between K2 and awkward vs. comfortabie

Correlation between K2 and Design 110.4

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LIST

OF ABBREVATION

Attractive

Analytical Hierarchy Process

Customer Requirement

Satisfaction

Dissatisfaction

Factor Analysis

Grey Relationai Analysis

House of Quality

Indifferent

Kansei Engineering

m s e i Engineering System

Kansei Word

Must-be

One Diiiensional

Questionabie

Quality Function Development

Reverse

Semantic Differential

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1.1

Project Background

Today's, more companies are using satisfaction as an indicator of performance

evaluation towards pioducts and services as well as an indicator of the company's

future. According to Nassezadeh et ai., (2008: 15 1 j, this is due to customer

satisfaction has been becoming the most important factor in today's highly

competitive business world where the customer is one of tiie most important

elements of the company's intangible assets. This means that since the customer

satisfaction is wrnrnon interest of many leading companies around the worid (where

thc customcr satisfaction is sccn as a kcy diffcrcntiator and bc a kcy clcmcnt of

business strategy), customer satisfaction is therefore as one of the key factors in

modem marketing and customers' behavior analysis. For instance, by the growing

competition, increased customer awareness, as well as legislation to protect

consiimers, stated that the providers of goods and services should have to ensure

customer satisfaction and pay prompt attention to any dissatisfaction. If the

customers dissatisfy, they will inost probably switch to a different brand which will

then lead to negative advertising (Nassezadeh et ai., 2008:15 1 ) .

in facts, the way to satisfy today's customers are much more difficult task than

previously due to the customers by now, however, has lots of various kinds of

options (IVazifehdoust et al., 2012:130). Although numerous definitions and

methodologies have been created with many different techniques and concepts

evolved to improve product or service quality, there are three common quality-

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depends on several variables, both psychological and physicai satisfaction behavior,

such as return and recommend rate. Second, the levels of satisfzction that varies and

depends on other options to customers can have about the products. Third,

satisfaction that varies from person to person and product or service to a product or

senrice since customer satisfaction is the articuiation and the manifestation of the

abstract expectation of ciistomers. Therefore, if we believe that the most strategic part of business strategy is the plans and activities made for attracting, retaining and

promoting customers to make them loyal, according to Vazifehdoust et al.,

(2012:130) q e v

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that is focused on the specification quality of a product or service, or how it

compares to competitors in the marketplace. So, the company might measure tine

conformance quality, or degree to which the product or service was produced

correctly meets the specification. Hsu and Cai (20095) said that when customer

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between prior expectations and actuai performance, then tine expectations as a criticai

antecedent of satisfaction becomes a determinant of attitude.

From the product development perspectives, the subject to process deveiopment,

underline about the design information trmsformed and accumulated is as very

important in the developing a good product that has a stronger market competence,

By doing in effectively manner which led to a deeper understanding of how to gather

and use information about tine customer in the design, testing, launch, and

management of new products @ahan & Hauser, 2001 : 179), the development process

can be optimized and the design information can be accumulated well, beside the

improvcmcnt of t!!c concurrent dcgrcc, product quality and cut dcvclopmcnt cost and

time. This means that companies must bring productsi'services to market in a timely

manner with adequate levels of qua!ity in all dimensions of interest to the customer.

Since feelings and impressions of a product are important for fie purchasing

decision, designing attractive products requires knowledge about the feelings and

impressions of the products evoke on the customer and the user.

On this issue, meet tine individual needs of each customer through the customization

of products is a problem for the designer to optimize the design of the product.

Therefore, to face the market challenges, the customer product design must cover a

larger scope and highlight the added value to customers. By this new paradigm,

according to Jiao and Tseng (2004:745), enabies fie company to the higher profit

margins, better and improved customer satisfaction, as well as high-value added

business opportunities due to a maximum of customer-perceived vaiue whiie

exploiting the potential of design that generate a htige amount of variety. On this,

according to Du et al., (2006: 396), "customer value analysis not only empowers

customers to express their preferences for various product features explicit&, 5u: i:

aiso fkcilitates the company's justification of dzfferent customization solutions."

1.2 Problem statement

Customers have an expectation about the product quality. If they are actually more

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feel not satisfl. Therefore, satisfaction is a tool to measure in each fieid of people's

feelings of product quality where the product emotion has been recognized as the

primary aspect of consumer's satisfaction and market success (hiagamachi, 2002).

This is shown as where for many years, Japan has always been ahead of other

country in deveioping new and innovative product. Their successes heavily reiy on

their sensitiveness to the demand of the consumers' implicit needs, i.e. the Kansei,

via the implementation of technoiogy KE.

Therefore, to determine the essence of product development as the process of

crcation, utilization, and exploitation of dcsign know!dgc that has bccomc an

increasingly important in translating voice of customer (customer expectation) into

design parameters (which is to guide the product design by extracting quality criteria

for evaiuating through quantitative values are actuaiiy mimic a non-linear

relationship between

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linguistic preference reiations rather than numerical ones into the quantitative

expressions may s~metimes vague the preference degree of one alternative over

another, and they cannot estimate preferences with exact numericai values.

On this issue, first, although QFD is a unique tooi that allows a company to plan and

dcsign products to mcct customers' nccds (Rawabdch st al., 201 I), brings various

advantages to companies due to reduced product development cycle time, fewer

start-up problems, and customer satisfaction and probably the most important management tooi cieveioped to assure quaiity in new or improved product (Han et ai.,

2010) which is stresses on cross-functional integration based on their structured

approach to seek out customers, understand tineir needs and ensure that their needs

are met, QFD is, in facts

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complex and time-consuming process requiring a lot of

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tends to create huge mamces where to perform QFD manually within a Iarge mamx

can be prone to errors (Han ef al., 2010:800) and difficulties in practice.

Second, in the traditional importance adjustment technique, the relationship between

customer satisfaction impr~vement and importance increment ratio is treated as

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qe xvozop~p (SOX) tvzo npo8u~zDo o m x t Q t ~ a o v 0x6 wt6EAv ~ 5Qop ~ 6 product development and quaiity improvement around the Worid (Akao, 1990;

Clausing, 1994; Cohen, 1995), basically, in the QFD, the main objectives and targets

are on how and what customer needs transiated into design attributes. The facts,

although QFD is a customer-oriented approach by supporting design teams in

developing new products based on an assessment of customer needs where the

design attributes are then deployed in process quality requirements, it obviously

seen that most of the traditionai techniques that aimed to find the relative importance

Sctwccn rcquircmcnts, including QFD, assumc that customers havc prcvious

knowledge about the product and its attributes @eszca et al., 1999). This condition could be hindering the introduction of innovations. Especially, when customers may

not be abie to express their opinion of whether a particular product or a particular

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As for Kano Methods, the current applications of the Kano modei are mostly

qualitative in nature (Berger, 1993). Most of them are focused on the benefits of

using this method and the manageriai implications h m the model. An important

issue in Kano analysis is the evaluation of Kano categories with nearly equal numhr

of occurrences (Berger, 1993 j. The most frequent observation approach works weli

when one response dominates the sample, that is, when the fi-equency of the mode is

much greater than any other characterization. However, as the difference between the

frequencies of two classifications gets nariower, proper classification of the

requirement becomes iess clear. As a result, it becomes difficult to iabel that CR with

a dcfinitc Kano category.

First, this is due to, according to Chen

(tOi2),

Kano Method is too complex and

difficult to implement in real world situations. Therefore, the regression methods are

required to provide a more anaiytical view to their non-linear reiationships. Second,

the ignoring of moderating effect on fUlfillment the relationship between attribute

performance and customer satisfaction in variable regression tinat could fail to

producc

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vee6 zo ~ o v n v d h v &pz TO veo o m o p z u v t n e ~ "to delight" ( L e m &

Muldoon, 2009j. Third, there is aiso a possibiiity that the users of Kano model are

usually cannot find attractive or oncdimcnsional quality duc to illdcsigncd

questionnaire, ill-defined quality attributes or iifecycle of quality attributes. Tnis

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make fie result to be inaccurate and unusable for the anaiysis later (Chen et ai.,

2008).

In addition, since the assumption that there is a iinear reiationship between attribute

performance and customer satisfsctiofi, what may lead to wrong decisions about

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satisfaction than others.

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By using liansei Engineering, some condition attzit~utes are defined on preference-

A Study And Analysis Of Consumer Product Design Using The Integration Of Kano Model And Quality Function Deployment - Case Study (Product Shampoo Bottle)

UNIVERSITI TEKNIKAL MALAYSIA MELAKA

This report submitted in accordance with requirement of the University Teknikal Malaysia Melaka (UTeM) for the Bachelor Degree of Manufacturing Engineering

MUHAMMAD AIZAT BIN ABD RAHIM B050910235

SULIT

NO 34, JALAN LADING 4, TAMAN PUTERI WANGSA, 81800, ULU TIRAM, JOHOR

BORANG PENGESAHAN STATUS LAPORAN PROJEK SARJANA MUDA

TAJUK: A STUDY AND ANALYSIS OF CONSUMER PRODUCT DESIGN USING THE INTEGRATION OF KANO MODEL AND QUALITY FUNCTION DEPLOYMENT: CASE STUDY

DECLARATION

ABSTRAK

DEDICATION

TABLE OF CONTENTS

2.2.2 Kano's categories

2.3.4.2 Quality of Codormance

CHAPTER 3 : METHODOLOGY

Gantt

CHAPTER 4 : RESULT AN?) DISCUSSION

CHAPTER 5: CB'n'CLUiTION Aiil?i ~ C O ~ P u ? ) A T I O N

REFERENCES

APPENDICES

Gantt chart

AHP Dull vs. Attractive @A)

AH7 preference

LIST OF TABLE

OF ABBREVATION

Attractive

& a y v

according to Du et al., (2006: 396), "customer value analysis not only empowers

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