IJSR - INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH 237 Volume : 2 | Issue : 7 | July 2013 • ISSN No 2277 - 8179 Research Paper Library Vivek Sharma ME Student, Department of Production Engineering department PEC university of Technology Chandigarh Dr Parveen Kalra Professor, Department of Production Engineering department PEC university of Technology Chandigarh Arvind Kumar Research Scholar, Department of Production Engineering department PEC university of Technology Chandigarh ABSTRACT Eventually many customers make their final decision regarding product unconsciously and decision mak- ing based on rather subjective factors. They purchase the product which “feels” better and are often unable to explain why. Taking this “feeling” into account ahead of the design process can give a substantial selling advantage to the company. With a view to satisfying consumers’ need of a product from a design perspective, the physical elements of the product need to be linked to consumers’ perception about the product, a field of research called Emotional Design has been created. To understand the emotional design various methods were developed over the years. One of the technique is Kansei Engineering. In this paper concept of Kansei Engineering and its History , Methodology and its role in product development in industries i.e automobiles ,electronic devices ,home equipment’s etc have been described. Customer Perception Assessment Technique Kansei Engineering : A Review KEYWORDS : Emotional Design ,Kansei Engineering Consumers perception 1. Introduction Success of a well-designed product not only depends on the functional requirements alone. The Customers’ psychological needs i.e. perceptual and emotional experiences also need to be fulfilled. Eventually many customers make their final decision regarding product through unconsciously and decision making based on rather subjective factors. They purchase the product which “feels” better and are often unable to explain why. Taking this “feeling” into account ahead of the design process can give a substantial selling advantage to the company. Designers often have difficulties in rationalizing consumers’ emotion about the product .With a view to satisfying consum- ers’ need of a product from a design perspective, the physical elements of the product need to be linked to consumers’ per- ception about the product .A field of research called Emotional Design has been created. The emotional design studies the complex emotional relation- ships which links product to consumers; these emotion can be of unconscious kind. To understand the emotional design various methods were developed over the years. One of the techniques is Kansei Engineering, which was developed in Japan in the year 1970. In this paper the concept of Kansei Engineering and its History , Methodology and its role in product development in industries for example automobile ,electronic devices (mobiles phones ,tv ), Home equipment etc. have been described . 2. Kansei Engineering (Japanese: 感性工学 kanseikougaku, emotional /affective engineering भावयन्त्रानमाव्या Sanskrit) kansei engineering summarized as the analysis of human expression of feelings on a product (Nagamachi, (1995)). In Japanese the feelings or impressions that the customer wants the product to convey are called ‘kansei’. Kansei Engineering parametrically links customer’s emotion- al responses to a product or service with their as shown in figure 1 Figure 1 A Kansei Engineering System (KES) adapted from Nag- amachi (1995). Psychological Feeling Kansei Engineering Design Solution 2.1 History of Kansei Engineering Mazda Motor Company manager K. Yamamoto used the term Kansei Engineering for the first time when he delivered a speech at Michigan University in 1986 (Yamamoto, (1992)). Since then the term has been used by many researchers within the area. However, the research field is much older. Before Kansei Engi- neering was coined the term Sensory or Sensitivity Engineer- ing was used (JSKE,( 2004)). Already in the 1970ies Naga- machi presented an affective product development method which he called ‘Emotional Engineering’ . Nagamachi was a researcher pioneering the development of Kansei Engineering in an academic context. His approach was to develop Kansei Engineering as an ‘ergonomic consumer- oriented technology for new product development aiming at implementation of a consumer’s demand in the product. He defined Kansei Engineering as a ‘technique for translating the human Kansei into product design elements’ (Nagamachi , (1989)). Today Kansei Engineering is a inter-disciplinary product de- sign methodology that extends over the humanities, social sci- ences and natural sciences. It integrates affective elements in products already in the development phase. 2.2 Measuring the Kansei Since Kansei is an internal sensation, it can at present only be measured using external methods. Various methods shown in figure 2. Figure 2 Method measuring kansei 2.3 Type of Kansei Engineering Kansei Engineering as a unitary methodology has grown more complex due to the number of its applications. Nagamachi