CROSS-CULTURAL CONSUMERS’ KANSEI RESEARCH: THE STUDY OF PRODUCT NEEDS ON MALE AND FEMALE

Abstract

This paper studies the differentiation in needs and preference between males and
females in perceiving product design. Hofstede (1980) argues there are five cultural
independent dimensions due to national culture. One of them is masculinity vs.
femininity which distinguishes masculine and feminine society in country level. As
consumer’s kansei relevant to affection, therefore, there is the difference in customer
needs in product design. This article will describe the fundamental differentiation about
product form perception between male and female particularly in product preference.
The survey is using questionnaire with Semantic Differential rating scale to obtain
subjective preferences of cellular phone on product attributes.