A Survey of the Visual and Emotional Preferences of Buyers for Designing Gemstone Costumers Using Kansei Engineering

Mohammadian, Ashraf; Mohammadi Nasab, Mahdi

doi:10.22059/jfava.2025.394046.667474

A Survey of the Visual and Emotional Preferences of Buyers for Designing Gemstone Costumers Using Kansei Engineering

Document Type : Research Paper

Authors

Ashraf Mohammadian ¹

Mahdi Mohammadi Nasab ²

¹ Master in Science, Department of Management, Faculty of Management and Economics, University of Qom, Qom, Iran.

² Assistant Professor, Department of Management, Faculty of Management and Economics, University of Qom, Qom, Iran.

10.22059/jfava.2025.394046.667474

Abstract

Iranian gemstone art holds considerable potential for development both domestically and internationally, owing to its diversity, originality, high quality, and reasonable prices. One of the essential requirements for realising this potential is designing products that align with the preferences, tastes, and needs of consumers. The present study is an applied, descriptive-correlational investigation that combines qualitative and quantitative methods. It seeks to identify the preferences of Iranian buyers of gemstone products using the Kansei engineering method – a human-centred approach that translates consumers’ emotional and subjective responses into measurable design parameters. To determine customers’ desired features, a library study and in-depth semi-structured interviews with 16 experts and key informants from the gemstone industry (including master cutters, renowned sellers, and veteran artisans) were conducted, and Kansei vocabulary in the field of gemstones was analysed, extracted, and refined. The initial pool of 54 word-pairs was reduced to 28 core words after removing duplicates and low-frequency items, and finally to 14 key Kansei word-pairs through a pilot test. These final pairs covered both visual attributes (e.g., colour, size, transparency, cut) and emotional-experiential qualities (e.g., authenticity, healing properties, uniqueness). The selected terms were presented to buyers in the form of a Kansei questionnaire employing a seven-point semantic differential scale – a widely validated instrument for measuring affective responses. The survey was administered physically and in the field to 440 buyers who had participated in several gemstone exhibitions in Tehran during the winter of 2023, including both a specialised gemstone fair and major retail galleries. The sample size was determined using Cochran’s formula for an infinite population (95% confidence level, 5% margin of error), and the final valid responses numbered 440. The data were analysed with SPSS 26 software, using Spearman’s rank correlation coefficient to examine relationships between demographic variables, purchase history, Kansei words, and product choices. The results showed that buyers were mostly looking for the beauty and uniqueness of products such as rings and women’s pendant sets. Among the Kansei words, authenticity (i.e., non-counterfeit gemstones), transparency, place-of-origin authenticity, natural design, and healing properties of the gemstone were of greater importance. Interestingly, while treated or enhanced stones were less valued, natural inclusions and internal patterns were often perceived as positive markers of genuineness. The younger generation was more likely to seek out uncut or raw gemstones such as rough diamonds, emeralds, and amethysts, indicating a growing appreciation for natural, unpolished aesthetics. The correlation analysis further revealed that with increasing age, buyers attached significantly more importance to warm colours (red, orange, yellow), traditional designs, natural patterns, and religious recommendations, whereas cool colours became less relevant. Higher educational levels were positively associated with preferences for authenticity, larger stone size, faceted (regular) cuts, and transparency. Economic status showed a positive correlation with previous purchases of rings and bracelets (99% confidence), and a moderate correlation with symbolic stones. In current purchases, higher income was moderately related to earrings and prayer beads (90% confidence). No significant correlation was found between age or education and current purchase behaviour, except that education correlated with agate and emerald preferences, while age correlated with turquoise, topaz, agate, and tiger’s eye. Additionally, strong positive correlations existed between prior and future purchases of rings, bracelets, pendants, and necklaces, suggesting habitual buying patterns. Most customers choose gemstones for personal use and as gifts for friends. Therefore, designers should consider age, education, and income variables alongside visual factors (colour, form, size, brilliance) and emotional factors (authenticity, uniqueness, perceived value) when designing products. It seems that customers in the gemstone products sector, despite being able to purchase precious metals such as gold and silver as an investment source, tend to choose gemstone products instead of precious metals, given the uniqueness of gemstone products and the unrepeatability of some of them among all products in this sector. Beauty is the most important purchasing priority for gemstone customers, so designers are advised to consider the principles of aesthetics (formal transparency and simplicity) and the personality of buyers in gemstone products. Moreover, products such as rough stones, brooches, carvings, and symbolic shapes (e.g., figures and fruits) remain relatively unknown to many enthusiasts, indicating a clear opportunity for market expansion through targeted design and education. Considering that this research has not been conducted in Iran, this research provides new insights to activists and people working in this industry to design and produce gemstone products in this sector according to the wishes, needs, and preferences of customers. The findings also underscore the need for systematic R&D in design, better branding for origin-specific gems (e.g., Neyshabur turquoise, Kerman demantoid), and the development of certification systems to reinforce authenticity. Finally, while the study was geographically limited to Tehran and used non-random purposive sampling in its qualitative phase, its outcomes offer a solid foundation for further research in other regions and for comparative cross-cultural studies on gemstone consumer behaviour.

Keywords

consumer preferences

gemstone

Kansei engineering

precious stones

semi-precious stones

Subjects

Industrial Disign

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