Design of Kansei baby bags by using Fuzzy Linguistic principles

One of consumers' considerations in buying a product is that it can satisfy their feeling and emotion because such product can improve happiness, satisfaction and the standard of better living. However, most of the existing products, such as baby bags, are still designed based on companies' perspective that they only have minimal function, uncomfortable, unattractive and not robust. Thus, the objective of this research is to develop an innovative baby bag that meets consumers' kansei. Kansei Engineering (KE) method and Fuzzy Linguistic principle were used to design. 115 respondents were involved in this study to identify the Kansei words. Meanwhile, two experts participated as the reference to determine the rules of fuzzy attributes. Orthogonal array and conjoint analysis were conducted to incorporate all attribute potentials in developing a new single concept design. Statistical analysis was also done to test the hypothesis. The result of this study is an innovative design of baby bags which is valid to meet consumers' needs such as comfortable, attractive color, multifunction, durable, affordable, safe, simple, attractive design and practical at 5% of significant level.