Analysis of Brand Expectation for Chinese Natural Dyes Based on the Kano Model

บทคัดย่อ

This research aimed to study (1) apply the Kano model to deeply analyze consumers' psychological expectations; (2) create designs that are both traditional and modern through the optimization of brand image, to better meet consumer expectations; (3) utilize new knowledge to develop a series of innovative natural dye product designs, the sample was 350 consumers. They was selected by Purposive Sampling, the instrument for collecting data were in-depth interviews and focus groups Analysis data by Descriptive statistics and Content Analysis. The research results were found as follows; 1) The consumers demonstrate multi-layered psychological expectations for natural dye brands,  not only encompass respect for traditional culture and support for environmental concepts but also include the pursuit of fashionable design. 2) The natural dye brand design and development process based on the Kano model, aimed at accurately capturing and fulfilling the diversity of consumer expectations. Notably, up to 90% of experts and respondents agree with the brand positioning based on the Kano model. 3) Utilizing new knowledge to develop a series of innovative natural dye product designs.—maintains the continuity of traditional natural dyeing, successfully promotes market transformation by integrating traditional craftsmanship with modern fashion innovation, especially rekindling interest in traditional natural dyes among young consumers.