Enrique Alcántara Alcover

Product Phenetics as an Alternative to Establish a Relationship Between Morphology and Perception Associated to Industrial Products

Morphological analysis can be a valid alternative in order to control the relationship between different design proposals and what these connote and denote. This work suggests a new perspective of perception analysis of products based on phenetics and cluster analysis. Ten drill models are digitized, morphologically compared and grouped depending of a proposed dissimilarity index based on the Procrustes Method. In the same way, the cognitive and emotional responses, and the purchase intention related to the power tools belonging to each of the groups are all obtained by using semantic differential method. As a result there appear statistically significant differences between the user’s perceptions of the different morphological clusters. This way the methodology being followed in this work is justified and the proposed dissimilarity index is granted validity.