Kano Model

This is another model worth adopting because the model offers some insight into the product attributes which are perceived to be important to customers. This is an excellent tool to support product specification and a useful discussion tool to generate team understanding. This model focuses the attention on differentiating features. The model is a powerful way of visualising product characteristics and stimulating debate within the design team. Kano also produced a rigorous methodology for mapping consumer responses onto the model. Product characteristics can be classified as:

Threshold / Basic attributes

Attributes which must be present in order for the product to be successful, can be viewed as a 'price of entry'. However, the customer will remain neutral towards the product even with improved execution of these aspects.

One dimensional attributes (Performance / Linear)

These characteristics are directly correlated to customer satisfaction. Increased functionality or quality of execution will result in increased customer satisfaction. Conversely, decreased functionality results in greater dissatisfaction. Product price is often related to these attributes.

Attractive attributes (Exciters / Delighters)

Customers get great satisfaction from a feature - and are willing to pay a price premium. However, satisfaction will not decrease (below neutral) if the product lacks the feature. These features are often unexpected by customers and they can be difficult to establish as needs up front. Sometimes called unknown or latent needs.

Product differentiation can either be gained by a high level of execution of the linear attributes or the inclusion of one or more 'delighter' features. But, it should be remembered that customer expectations change over time, and a cup holder in a car may be today's delighter, but tomorrow it will be expected. Some users of Kano also suggest that an additional set of attributes can be classified as 'enragers' - features which enrage either through their absence or inclusion.

This model shows that Pansonic could adopt this model to exhibit more social responsibility by producing energy-saving devices. Currently, Pensonic has built an image for itself for reliable quality of electrical appliances. Thus, the products of the company have the characteristics that customers expect. The second characteristic refers to characteristics that customers look for. If Pensonic is able to produce energy-saving devices, then the company will be able to compete with their competitors and gain a bigger market share. The third component is delighters which refer to characteristics of a product that customers do not expect. Pensonic will gain a competitive advantage and differentiate itself if they are able to produce good quality, energy-saving and also low cost products. This model shows that Pensonic has to consider the needs and demands of customers before producing their products because customers’ expectations should be the main priority.