Kano's Theory of Attractive Quality and Packaging

1. Please read the paper titled, "Kano's Theory of Attractive Quality and Packaging " and answer the questions at the end of the chapter. Make you sure you understand the concept of the dysfunctional question.

a) How do you think packaging influence's a person's buying behavior?

Packaging affects a person's buying behavior as it can provide customer's first impression of a brand, quality, information, function and its value. It is very important that the packaging should attract the customers as customers make choices between products within seconds. A more attractive and packaging which complies with the needs of the customers could lead the customers buying the product. They may evaluate the product quality in term of the packaging.

b) Think of your own situation. Can you think of factors (other than salary, benefits, and bonus) that would make you delightful at work but you would not be dissatisfied if they are not fulfilled?

A Nespresso coffee machine in pantry, supply of snacks and more comfortable adjustable seat shall make it more delightful at work but would not be dissatisfied if these demands shall not be fufilled. (Lowell: Birthday party every month? XD) (Ivan: Good =] And also, Exam leave, lunch allowance)

c) Can you think of factors at work that you should have and if not fulfilled you will be dissatisfied? But, having them will not make you satisfied.

Own desk with computer with Internet access, providing stationary and pantry (Lowell: pantry is not a must in many SME ><) at work are essential which will lead to dissatisfaction if not fulfilled.

d) Can you think of a variety of product attributes, in mobile phones that people perceive as having "Attractive quality", "one-dimensional quality", and a "must-be quality".

Attractive quality - large viewing and high quality screen, a thin mobile phone, wifi and bluetooth feature, can draw on the screen, can play 3D games, fast CPU and lots of memory

One-dimensional quality - Internet accessible for checking emails, able to play music and camera to take photos (Ivan: or photograph quality? I think One-dimensional is talking about more you get, the happier you are...), read documents, GPS positioning (accuracy?),

Must-be quality - able to make phone calls and send text messages. Battery last for at least one day.

e) Does the elimination of defects and complaints make products exciting to consumers? If no, why not?

It shall not make the product exciting to consumer but will satisfy the need of the consumers. (Adriane: I am not sure if this is correct)

(Lowell: can't