Comparison of Indian and Central European Shape Contour Meaning Comprehension

  • Vanja ČokEmail author
  • Mihael Kline
  • Nikola Vukašinović
  • Jože Duhovnik
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 34)


Since every culture has their own specifics, there is often the question, whether customers from diverse cultures perceive shape characteristics equally or differently? This study explore how two different cultural groups (Indian vs. Central European) of participants experience or response to predefined four types of product dimensions—aesthetic, functional, social and future. We assume that the Central-European and Indian students differ by their perception of different shapes. To gather the necessary statistical data, we prepared questionnaires wherein the samples were assessed using the semantic differential technique and a five-level Likert scale. The responses were then analyzed using Factor analysis. After conducting statistical analysis using Factor analysis, two main affective dimensions were gained, which show how differentiate Central-European and Indian participants. The methodology presented in this study can help designers to identify a pattern of consumer shape categorization.


Central European South Asian (Indian) Shape contour Product characteristics 



We would like to express gratitude to all the colleagues who were involved into this survey. Special thanks to Indian institute of Technology Madras (Prof. Dr. V. Raghu Prakash), Indian institute of Science, Bangalore (Prof. B. Gurumoorthy), Industrial Design Centre, IIT Bombay (Ms. Susmita Sharma), Budapest University of Technology and Economics (Prof. Balazs Vidovics), Mechanical Engineering Faculty in Slavonski Brod University of Osijek (Prof. Dr. Milan Kljajin), Faculty of Mechanical Engineering Ljubljana. This survey has been done with financial support of Ministry of Higher Education, Science and Technology.


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Copyright information

© Springer India 2015

Authors and Affiliations

  • Vanja Čok
    • 1
    Email author
  • Mihael Kline
    • 2
  • Nikola Vukašinović
    • 1
  • Jože Duhovnik
    • 1
  1. 1.LECAD Lab, Faculty of Mechanical EngineeringUniversity of LjubljanaLjubljanaSlovenia
  2. 2.Chair of Marketing Communications and Public Relation, Faculty of Social SciencesUniversity of LjubljanaLjubljanaSlovenia

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