This study investigated understanding the importance of Kansei values at the use scene of the product, and explored the possibility of new marketing further from weigh segmentation by means of gender difference and generational difference. We conducted a questionnaire survey as a case by car. 1,200 subjects were 526 “the new species of generation” (M=48.85 years old，SD=2.51), 674 “the new species of generation Jr.” (M=20.41 years old，SD=1.84), 624 females and 576 males.
As a result, eyesight was most important sense of the consumers on the use scene of a car. Next important senses were order of smell, touch and hearing. Moreover, we examined the gender difference and generational difference. Results of compare analysis by the gender difference have revealed that female showed a significant difference of body color, interior color and all of smell items. Male showed a significant difference of feel of wheel. Because a statistically-significant difference was shown by gender differences and generation difference in among a sensory item, we were able to show the need of the marketing that considered the attributes of consumers in this study.