بررسي شخصيت محصولي خودروهاي سدان از ديدگاه مشتريان ايراني با استفاده از مهندسي كانسي

The study of the product personality of sedan cars by the perspective of Iranian customers using kansei engineering

يكي از مهمترين ابزارهايي كه در عصر مدرن براي طراحي استايل خودروهاي سواري توسط طراحان مورد استفاده قرار مي گيرد، توجه به وا كنش مشتري است. مهندسي كانسي به عنوان يكي از كارآمدترين رو شهاي طراحي احساسي مي تواند روشي مناسب براي ارزيابي احساسي و رواني نگاه مشتريان به وضعيت كنوني طراحي استايل درصنعت خودرو باشد. در اين مقاله، به بررسي شخصيت محصولي برترين خودروهاي سدان با استفاده از مهندسي كانسي پرداخته شده است. بدين منظور، پس از معرفي مفاهيم مرتبط و نيز پژوهش هاي محققان در زمينه هاي مربوطه، 5 خودروي سدان برتر سال 2013 موجود در بازار ايران و جهان انتخاب شد و با استفاده از مهندسي كانسي، پرسشنامه اي با 20 بعد شخصيتي و در قالب ليكرت 5 خانه اي در زمينه ي شخصيت محصولي براي اين تحقيق طراحي شد و از 40 كاربر(22 پسر و 18 دختر) 22 تا 35 ساله خواسته شد تا با استفاده از 5 نماي استاندارد شده و با ويژگي هاي يكسان براي خودروها، هر خودرو را مورد سنجش قرار دهند. پس از تحليل آماري داد ه هاي خروجي، ميزان قدرت هويت نشان تجاري هر محصول براساس شخصيت محصولي و گرايش هاي كلاسيك، مدرن و اسپرت را آشكار كرد، همچنين شخصيت محصولي وقار به عنوان شخصيت محصولي مشترك مد ل هاي برتر از ديدگاه كاربران شناخته شد.

One of the most important tools that have been used by designers in a modern era in order to design style of cars is paying attention to the customer reaction. This paper aims to review product personality of the best Sedan cars through Kansei engineering. So on this purpose, after introducing relevant concepts and researchers' research in these fields, we choose 5 superior sedan cars in 2013 in Iran and global market and through using Kansei engineering, a questioner with 20 aspects of personality and in the framework of 5 scales likert in the field of product personality was designed and 40 users (20 boys and 18 girls) at the age of 22 to 35 years were chose so each car was evaluated through using 5 faces. Output data were analyzed statistically and while the results showed an agreement between customers' idea and statistics of global sale and manifest the present trend of Iranian customers. Car manufactures such as Ford, Volkswagen that has classic tendency in style designing achieved familiar concepts and keywords for global customers through studying psychological mechanism and customers' reaction. The knowledge of designing automobiles and the development of technology have provided the possibility of obtaining the best forms and designs from engineering – technical view point and aesthetics principles and the conformity with human's mind models through new procedure of designing . Today, passenger cars play an important role to form an external image for cities as inseparable part of urban and suburb transportation system. The external style of these cars has a particular connection with the action of this industrial product and automobile manufacturing companies try to make a sort of form and design for the body of their productions in a way that in addition to providing their customers' needs, they can indicate the identity and nature of their organization's trade name and their automobile rank among other products and also they can absorb new customers in a good and splendor market of automobiles manufacturing group , using modern process of organic design, and the result of the research has been performed on body style of sedan automobiles as sample. It has also been tried to inspire natural and local sources of Iran, regarding the analysis of causative layers in this processes , and in higher layers , based on needs , some historical and cultural models have also been inspired in order to obtain the style of conceptual automobile . This way, it can be a worthy representative for Iran' automobile manufacturing industry in global markets and it can compete and compare itself with the best conceptual automobiles in family passenger car class. One of the most important conclusion of this research is the design of body style of final automobile, the extraction of method and standard process for designing styles in different classes , using the identity of trade names based on designing process and particularly the process of organic design that has been presented for the first time in this field