Analysis of Women's bag Design from a View of Customer Experience

Abstract

Recently, Customer experiences are significant for Marketing. However, a quantitative investigation method has not been established. Then, since customer experience is based on inference of past memory and experience, this paper devised an evaluation method presumed from uncertain evidence. We also analyzed the survey results using Rough sets and MRA. As a result of analysis, knowledge of design was obtained from Rough sets. From the marketing perspective, evaluation terms with high contribution of Customer experience were extracted by MRA.