Title: The product design preferences towards personality style

Authors: Haeryip Sihombing; M.M.H. Megat Ahmad; M.Y. Yuhazri; A.M. Kamarul; M.H. Amirhafizan

Addresses: Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka (UTeM), Malaysia ' Faculty of Engineering, National Defence University of Malaysia (UPNM), Malaysia ' Faculty of Mechanical and Manufacturing Engineering Technology, Universiti Teknikal Malaysia Melaka (UTeM), Malaysia ' Faculty of Mechanical and Manufacturing Engineering Technology, Universiti Teknikal Malaysia Melaka (UTeM), Malaysia ' Faculty of Mechanical and Manufacturing Engineering Technology, Universiti Teknikal Malaysia Melaka (UTeM), Malaysia

Abstract: This study is designed to explore the latent emotional expression and feelings of customers towards product design. Through the questionnaires generated towards the 8-pen designs proposed to 193 respondents, the survey found that the most preferable design of pen is having a 'click' mechanism with 'clip' and 'grip' installed, whilst the most emotional feeling is 'miserable~comfortable'. The pens installed with the 'grip' will improve the emotional expression of customers related to 'MC', 'irritating~convenient', and 'boring~attractive' in terms of perceiving-judging. This study also found there were significant correlations between the designs of pen towards several components of feeling-thinking and perceiving-judging personality type. Based on this finding, the individual's personality type such as feeling-thinking and perceiving-judging can be utilised to predict what the design characteristics of product preferred by customer as a promising knowledge in developing a new product design that suit to customers based on each personality types.

Keywords: kansei engineering; personality types; product design.

DOI: 10.1504/IJPSPM.2024.142348

International Journal of Public Sector Performance Management, 2024 Vol.14 No.3/4, pp.447 - 464

Received: 06 May 2020
Accepted: 31 Mar 2021
Published online: 25 Oct 2024 *

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