Abstract
This paper investigated consumer's quality requirements for five products from the viewpoint of the "attractive quality" and "must-be quality" proposed by Noriaki Kano et al, and then developed a model for explaining the consumer's recognition of individual quality items and the effects of type of product and feature of consumer on the recognition, i.e., whether a group of consumer having a certain feature recognizes each quality item as attractive, must-be, or others. According to the results, whether a quality item is recognized as attractive, must-be or others depends on the category of the item, and is affected by type of product. Feature of consumer also has effects, with the degree of the effects being not critical.
