Kano Analysis

The video tutorial discusses the importance of product design in marketing and introduces Kano analysis, a method for prioritizing product features based on customer needs. It explains different types of product qualities, including must-be, one-dimensional, attractive, indifferent, and reverse qualities. The tutorial emphasizes using Kano analysis to design products that best meet customer needs.

Why is product design considered a crucial function in marketing?

• It is the only factor in customer satisfaction.

• It focuses on aesthetic appeal only.

• It helps in reducing production costs.

• It determines what customers want.

What is the primary purpose of Kano analysis?

• To focus solely on product aesthetics.

• To eliminate unnecessary features.

• To prioritize product features based on customer needs.

• To increase the price of a product.

Which type of quality in Kano analysis is essential for customer interest?

• Reverse qualities

• Must-be qualities

• Indifferent qualities

• Attractive qualities

What are one-dimensional qualities in Kano analysis?

• Features that add value but are not essential.

• Features that must be present for the product to be considered.

• Features that are not important at all.

• Features that detract from the product's appeal.

Which type of quality might deter customers from purchasing a product?

• Reverse qualities

• Must-be qualities

• Attractive qualities

• Indifferent qualities