Kansei engineering in the marketing of innovative products
This article focuses on the theory of Kansei engineering as an element of emotional marketing, and describes the history of this theory. The paper describes today's models of the marketing mix, based on the concept of customer focus and maximum satisfaction (model 4A, 4C, 4E, SIVA). We investigate existing approaches to the analysis of emotional impact on consumer behaviour, caused by the influence of many factors. The important role of emotional design in the context of the marketing of innovative products is emphasized, with foreign and local practices cases. Also investigated the possibility of Kansei engineering in various fields of economic activity, while the proposed "Kansei-words" that consumers associate with the characteristics of the product, which will give it an emotional appeal. The ideas can help to achieve the dual purpose of marketing activities: the creation of high value for the customer and gladly receive from profit.