Kano Model
Analysis
BY:-MOHD. AARIF KHANAPURV DESHMUKH
LOKESH SAHANI
RAHUL VED
CHIRAGDEEP SINGH
PIYUSH MALANI
Introducing the Concept
– Invented by Dr. Noriaki Kano– Is a quality measurement tool
used to prioritize customer needs based on how they impact customer satisfaction
– Affect future purchasing decisions
– Strategically guides design decisions
1. Must-be attributes• Also called threshold attributes • Represent basic musts or functions expected of a product/service
• When present are neutral, when absent dissatisfy consumers
Defining the
Concept
2. Performance attributes
• Also called ‘more is better’ attributes and one-dimensional attributes
• Directly linked to voiced demands of customer relative to quality and their willingness to pay
• Presence enhances satisfaction while absence reduces it
• Linear relation to customer satisfaction the better you do the more they like it!
3. Surprise and delight factors
• Also called excitement factors and attractive attributes
• Satisfies latent needs, • Their presence increases satisfaction, their absence does not decrease it
• Source of differentiation
Basic Kano GraphUnanticipated• Excitement• Surprise• Delightful
Unspoken
Basic• Essential• Taken for granted• Threshold
Specified• Required• Desired• Normal
Spoken
Performance
CustomerSatisfaction
Unspoken / Latent
How Kano Analysis works?
• Develop a questionnaire• Test the questionnaire• Administer the questionnaire to
customers• Process the results• Analyze the results
Customer Requirements Questioner
Evaluating the Model
• Benefits• Guides decisions in quality strategies by prioritizing customer needs
• Is a useful tool for analyzing demand
• Is customer focused• Quantifies satisfaction, making effective trade-offs easier
Evaluating the Model
• Drawbacks• It can only be used for analyzing the effects and certainly not for suggesting new product features, something that is quite difficult to achieve.
• Is based on more effective competition over quality.
REFRIGERATOR
ASSUMED EXPECTED DELIGHTSIZE -160 Liters SIZE - 220 Liters MORE STORAGE
SPACE IN DOOR
COLOURS ATTRACTIVE COLOURS
METALLIC COLOURS
COOLING QUICK COOLING CONDENSER (INSIDE)
KEEP FRUITS & VEGITABLES FRESH
MULTI -UTILITY SHELF
WATER DISPENSER
FROST FREE RETAIN NUTRITIVE CONTENTS OF FOOD
PAST PRODUCT FEATURES
ASSUMED EXPECTED DELIGHTQUICK COOLING MORE STORAGE
SPACE IN THE DOORTELEVISION
METALLIC COLOURS UNIFORM COOLING(DOOR COOLING)
RADIO
220 Liters 500 Liters 750 Liters
CONDENSER(INSIDE)
RETAIN NUTRITIVE CONTENTS OF FOOD
GREEN IRON DOOR COOLING
FROST FREE MULTI – UTILITY SHELF
MICOM PANEL
KEEP FRUITS FRESH & HEALTHY
WATER DISPENSER GLASS DOOR/ AUTO. CLOSING DOOR
FREE RECIEPE BOOK FREE JUICER FREE MICROWAVE
PRESENT PRODUCT FEATURES
ASSUMED EXPECTED DELIGHTMORE STORAGE SPACE IN THE DOOR
TELEVISION TV WITH INTERNET
UNIFORM COOLING(DOOR COOLING)
RADIO INBUILT MICROWAVE
500 Liters 750 Liters 1000 Liters
RETAIN NUTRITIVE CONTENTS OF FOOD
GREEN IRON DOOR COOLING
INBUILT AC
MULTI – UTILITY SHELF
MICOM PANEL WORK ON SOLAR ENERGY
WATER DISPENSER GLASS DOOR FULLY TRANSPARENT BODY
FREE JUICER FREE MICROWAVE FREE LAPTOP
FUTURE PRODUCT FEATURES
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