This paper proposes a Kansei modeling technique by using the Rough-sets Theory based on a set of evaluation data for Kutani-ware coffee cups. Kutani-ware is a famous traditional craft that is a very important traditional industry in Japan. However, it has been shrinking recently because of the changes in lifestyle or the appearance of more functional modern products. To reactivate this industry...

abstract in marketing mix, mental image of a company among different target groups and their emotional responses toward brands, play an important role. corporate awareness of their brand image among potential and actual audiences in the market, is a valuable input that reveals the compliance rates of their branding strategies and the real facts in the market. this can help companies to define o...

The existing tote bag designs are often open at the top and vulnerable to pickpockets. Straps cannot be adjusted in length. Narrow straps, size, weight of their bags causing pain. This study aims develop a multifunctional meet consumer needs make it easier carry goods various sizes using only one bag. population this research is women users who live Tuban, East Java. sample was 30 determined pu...

Color is an inseparable element of our lives and is a part of everything we perceive. Colour has a strong impact on our decision making process. Therefore there is a direct connection between the colour and psychological functions. Kansei is a Japanese concept, which abstracts the subjective internal process in the brain, which is activated by external stimuli. Furthermore, Kansei is a function...

Consumers' opinions toward product design alternatives are often subjective and perceptual, which reflect their perception about a product and can be described using Kansei adjectives. Therefore, Kansei evaluation is often employed to determine consumers' preference. However, how to identify and improve the reliability of consumers' Kansei evaluation opinions toward design alternatives has an i...