PERTANIKA JOURNAL OF SCIENCE AND TECHNOLOGY

This study used two product development methods: Kansei and value engineering. Kansei engineering was used to identify and translate consumer psychological impressions or feelings in the form of Kansei words to the design parameters, while value engineering was used to analyze the functional properties by considering cost, reliability, and performance. The consumers determined the priority attributes of analog rice products, namely a good taste, a fluffy and soft texture, as well as a bright color. Three alternative variations of the product development concept were formulated based on these priorities. The concept with the highest value was then concluded as an analog rice produced from 90% Sago flour and 10% MOCAF (Modified Cassava Flour) with a value of 1,131.

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