Kano model analysis for enhancing customer satisfaction of an automotive product for Indian market

While developing a product with array of features, developers come across variety of challenges regarding choice of features to be included in the product for enhancing the overall satisfaction of the customer. Product development team needs to decide upon the features that are absolute necessities in a customer's conscious and the ones that would be an additional function to please the conscious beyond the expected territory. Kano model analysis is an approach to guide developers in making informed decisions regarding product features based on forecasting the sense of acceptance on the user end. The aim of this research article is to explore the features available in the current Indian automotive sector for the targeted hatchback market and to categorize the features into priority groups based on customer perception. Feedback on twenty attributes of a hatchback car is taken from target customers and analysed using Kano model. The targeted outcome of this research is to get insights on how a customer feels or mandates about any given feature related to the product and answering the important question that is there any certain necessity or requirement of the particular attribute or feature, all of which, eventually plays a decisive role in buying behavior of the customer. (C) 2021 Elsevier Ltd. All rights reserved.