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Car Products in Malaysia H Proceedings of Mechanical Engineering Research Day 2017, pp. 200-201, May 2017 The product design preferences based on Kansei engineering: Car products in Malaysia H. Sihombing1,*, A. Syafika1, S. Sulaiman2, M.R. Salleh1, M.Y. Yaakob1 1) Faculty of Manufacturing Engineering, Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, Malaysia 2) Faculty of Mechanical Engineering, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor Darul Ehsan Malaysia *Corresponding e-mail: [email protected] Keywords: Product design; Kansei engineering ABSTRACT– This study discussed the customer and transfer the analyzed data to the design domain. An preferences towards the product design profiles based advantage of Kansei Engineering is the connection an on Kansei Engineering. The purpose of this study is to assortment of product properties to product emotions find out what the emotional preferences (Kansei) [4]. towards the car design profile using developed questionnaires of Kansei words (Stylish, Comfortable, 2. METHODOLOGY Safe, Sporty, and Luxury) and 6 car product design This study started with the data collection related (City, Sedan, and MPV) launched in Malaysia for years to cars product launched in Malaysia market for years 2014 – 2016. Based on the finding of the survey 2014-2016, while 30 words as human emotional distributed to171 respondents in Melaka, the most expression (articulated in words) about the products are customer preferences against the car design are explored and collected from the database (dictionaries, 'Comfortable', 'Luxury' and 'Stylish'. The 'Comfortable' etc.) includes the meaning (Merriam-Webster, Oxford, is as the most customer preferences towards the MPV Longman dictionaries). The survey conducted is using and City car, while 'Luxury' towards Sedan car. The questionnaires with 5 Kansei words towards each type most significant correlation found between car product of 6 car design (City, Sedan, and MPV) includes Front, towards customers were on 'Side' and 'Rear' view of the Side, and Rear views. car, while on 'Front'' view is none. The significant correlation to the side view of MPV is influenced by gender, while occupation to the City, and age to Sedan. Literature Review - Market Survey & Observation [Product (CAR) vs. Human Expression] 1. INTRODUCTION Nowadays, to develop a new product that very Kansei Database CAR in Malaysia (30 Words) each 20 Design relevant and match to the customer needs and the taste (of City, Sedan, MPV) is a critical issue in the product development [1]. This is due to the customer more selective in their choices [2]. Sorting based on the Highest Chosen by Customer They expect the pleasure through fulfilling of their emotions and psychological needs [3]. Thus, the new test for designer and manufacturer is on how to have the capacity that comprehend to what customer like and 5 KANSEI 6 CAR PRODUCT DESIGN what will manufacture produces more pleasurable WORDS product [4]. Consequently, to satisfy this fulfillment should be through an application of emotional method is STYLISH 6 CITY CAR as progressively concerned to subjective assessment procedure in the product design group [5]. This reason REAR SIDE FRONT COMFORTABLE refers to a key variable in choosing whether or not to buy a subjective emotional reaction [6]. Towards this 6 SEDAN CAR SAFE perspective, Kansei is most related to part of REAR SIDE FRONT affectability, sensibility, feeling, and emotion [7-10]. LUXURY The purpose of Kansei Engineering is to develop a 6 MPV CAR product that people want to have deeply in their mind SPORT REAR SIDE FRONT and it can be applied to the design of a wide range of product. The main challenge for effective design is to grasp the customer’s effective needs accurately and Kansei Word vs. CAR Product Design Preferences subsequently to design products that match the needs [11]. By using Kansei Engineering, customer’s Figure 1 Flow of study. requirement can be analyzed using a statistical method __________ © Centre for Advanced Research on Energy Sihombing et al., 2017 3. RESULTS AND DISCUSSION ACKNOWLEDGEMENT The survey results showed that the product design The authors would like to thank CRIM-UTeM and preferences based on Kansei Words as in Table 1. RMC-UPM. This study is supported by Research Grant RACE/F3/TK6/FKP/F00301. Table 1 Car product type and view versus Kansei words. Kansei REFERENCES Car Type Brand View Words Preferences [1] L.J. Gitman, and C.D. McDaniel. The Future of Preferences Business: The Essentials, Mason, Ohio: Thomson Toyota Alphard Front Comfortable South-Western, 2005. MPV Toyota Alphard Side Comfortable [2] V. N. Huynh, H. Yan, and Y. Nakamori, “A Target- Toyota Alphard Rear Comfortable Based Decision Making Approach to Consumer- Oriented Evaluation Model for Japanese BMW F80 Front Luxury Traditional Crafts,” IEEE Transactions on Sedan BMW F80 Side Stylish Engineering Management, vol. 57, no. 4, pp. 575- Audi S6 Rear Luxury 588, 2010. Toyota Etios Front Comfortable [3] S. Barone, A. Lombardo, and P. Tarantino, “A Liva Weighted Logistic Regression for Conjoint City Peugeot-108 Side Comfortable Analysis and Kansei Engineering,” Quality and Reliability Engineering International, vol.23, no.6, Toyota Aygo Rear Stylish pp. 689-706, 2007. [4] R. Roy, M. Goatman, and K. Khangura, “User- Based on demographic result, this study also found as Centric Design and Kansei Engineering,” CIRP follows: Journal of Manufacturing Science and Technology, There were no correlations existed between the vol. 1, No. 3, pp. 172-178, 2009. Front side views of all car design towards the [5] N.K. Mamaghani, and M. Tajoddini, “Design with demography. Emotional Approach by Implementing Kansei The significant correlation existed were found Engineering Case Study: Design of Kettle,” KEER, between car producer preferences towards Rear side Paris International Conference on Kansei views of City car and MPV respectively. Whiles, Engineering and Emotion Research, 2010. Rear side view of Sedan is towards brand aspect. [6] D.J. Kim, D.L. Ferrin, and H.R. Rao, “A Trust- The significant correlation found towards Side view Based Consumer Decision-Making Model in for age against Sedan, occupation against City car, Electronic Commerce: The Role of Trust, while gender towards MPV. Perceived Risk, and their Antecedents,” Decision Support Systems, vol. 44, No.2, pp. 544-564, 2008. Table 2 The correlation between demography versus car [7] M. Nagamachi, “Kansei Engineering and Its type-views. Method,” Management System, vol. 2, no. 2, pp. CITY Car SEDAN Car MPV Car 97-105, 1992. Description Front Side Rear Front Side Rear Front Side Rear [8] S. Ishihara, K. Ishihara, and M. Nagamachi, Gender -.534(**) “Analysis of Individual Differences in Kansei Age -.337(*) Evaluation Data Based on Cluster Analysis,” Occupation .367(*) Kansei Engineering International, vol.1, pp. 49- Education 58, 1999. Annual Income [9] A. Harada, “On the Definition of Kansei. In Current Car Own. Modeling the Evaluation Structure,” Kansei 1998 Car Producer -.338(*) -.370(*) Conference, 1998, pp. 22. Brand Aspect -.342(*) [10] A.Yoshikawa, “Subjective Information Processing: Perception of Its foundation and Applications,” Biomedical Good Car. Fuzzy and Human Sciences: The Official Journal ** Correlation is significant at the 0.01 level (2 -tailed) of the Biomedical Fuzzy Systems Association, vol. * Correlation is significant at the 0.05 level (2-tailed) 6, pp. 75-83, 2000. [11] J.R. Jiao, Y. Zhang, and M. Helander, “A Kansei 4. CONCLUSION Mining System for Affective Design,” Expert The most customer preferences against the car Systems with Applications, vol. 4, no. 30, pp. 658– design are 'Comfortable',' Luxury' and 'Stylish'. The 673, 2006. 'Comfortable' is as the most customer preferences towards the MPV and City car, while towards the Sedan is 'Luxury'. The most significant correlation found between car product towards customers were on 'Side' and 'Rear' view of car product design. It is interesting to be noted that gender is having a significant correlation to the side view of MPV, while occupation to the side view of City, and age to the side view of Sedan. 201 Proceedings of Mechanical Engineering Research Day 2017, pp. 202-203, May 2017 Echo during classroom teaching and learning S.R. Mat1,*, S. Sulaiman1, J.M. Din1, S.F.S.M. Noor1, M.A. Ibrahim2. 1) Pusat Tamhidi, Universiti Sains Islam Malaysia, 71800 Bandar Baru Nilai, Negeri Sembilan, Malaysia 2) Fakulti Pengajian Quran dan Sunnah, Universiti Sains Islam Malaysia, 71800 Bandar Baru Nilai, Negeri Sembilan, Malaysia *Corresponding e-mail: [email protected] Keywords: Echo; language; listening ABSTRACT – An echo is a sound that is repeated as the begun to include a listening component, an sound waves from a surface bounced back to the acknowledgement that listening ability is an important listeners. It also happens in a classroom, where pre- aspect of second language [1]. university of Universiti Sains Islam Malaysia (USIM)’s Echo is a sound or series of sound caused by the students are having difficulties in listening skill’s reflection of sound waves from a surface back to the activities in preparing for their Malaysian University listeners. If the reflected sound from one syllable is still English Test (MUET). The condition of the classroom as heard when the next syllable is spoken, it may be to perceive good sound quality is the essence of difficult to understand what was said [2]. "Cat", "Cab" understanding the speech in listening task. It is an and "Cap" may all sound very familiar. In examination integral part of the total learning process, albeit a part halls, echo often disrupt students hearing hence leading that are often ignored. Hence, it is a very significant part to lack of comprehension of the exam questions. to reduce echo in having listening task of learning a Consequently, students of Tamhidi Centre of second language. On that note, this paper discusses on USIM will have difficulties in answering their listening creating a conducive environment for these pre- of the national English examination, Malaysian university students in their listening skill’s activities in University English Test (MUET).
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