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