Predicting Purchase Intent Using Pragmatic and Hedonic Kansei Engineering Scales: A Case Study of Kitchen Equipment in China

A Chinese premium kitchen equipment manufacturer was interested in knowing what their consumers liked about their product, and how they could use this to strengthen their market position. They wanted a set of repeatable scales that could be used to both evaluate their own products for future development and to benchmark competitors for sales predictions. To be successful, kitchen equipment should function perfectly, be easy to use and have emotional attributes that appeal to consumers. Kansei Engineering methods have previously been used to support the development of scales to improve the emotional response to such products. However within the Kitchen Equipment industry, there is rarely the time or resource available to implement a full and comprehensive Kansei Engineering analysis within a new product development process. We used a simplified Kansei Engineering process with two notable differences. To develop a set of useful scales we used a mix of hedonic and pragmatic adjectives and we used Kano analysis as a means to systematically reduce the number of adjectives. A factor analysis found four Kansei factors and scales were developed to measure them. The major factor was a Hedonic Scale. The next three factors measured more pragmatic attributes and specifically were: User Interface Quality, Smoke Extraction Quality and Ease of Cleaning. The four factors contributed to 70% of the variance. These factors can be used by the company as repeatable measurement scales to both evaluate their own products for future development and to benchmark competitors for sales predictions.