Understanding customer preference is vital for firms to stay competitive in todays marketplace. However, improving and benchmarking these customer attributes may become a constant challenge for companies. This research is a case study in a instant concrete manufacturer, aiming to assist them identifying relevant customer preference/attribute using Kansei Engineering approach, then analyse them using SIPA methodology and propose action plan to improve them using Quality Function Deployment approach

Kansei Engineering, SIPA, QFD, Customer Preference

• Ir. Elia Oey M.Eng. M.Sc., CSCP.

• Dr. Scherly Hansopaheluwakan, S.E. , M.I.B.