Are consumers in collectivist culture mostly indifferent to sports lesson programs?: A DAQ simulation on the Kano fuzzy model

This study proposes to adopt Kano fuzzy model to minimize the overriding effect of 'indifferent' Kano category. Most frequently, consumers in a collectivist culture tend to show their prevention-mode of choosing the middle point on the questionnaire scales. To make the Kano fuzzy model fit better to the empirical data, this study suggests including the direct questions to the respondents. The DAQ (directly-asked-question) model is a simple approach to find the most accurate Kano fuzzy categories. By using consumer responses towards 13 popular sports lesson programs in Korea, this study tries to show the adjustment of the cut-off points on typical 4 by 4 matrixes in Kano model and Kano fuzzy model. This new model proposes to enhance the accuracy of the Kano fuzzy model, especially of the Kano classification for collectivist consumers.