Nowadays with rapid technical innovation and the change of life style, consumer purchase become affected by psychological and emotional values rather than values of survival. To cope with the recent maketing environment where a large number of new products emerge and perish in a short period, it is important to develop the products that satisfy consumer's values effectively.
In order to meet the situation, it becomes an essential problem to identify what is the important value for consumer and to find solution to the problem by means of design.
In this paper, we firstly study the nature and features of product values based on comprehesion for values and value systems. Secondly we find product values contain three characteristics such as subjectivity, relativity, and classification. We also identify that product values are affected by those charicteristics. Based on these facts, four manufactured goods(car, computer. audio, pager) are selected to organize a questionare survey. We use the method that examines product values in design process through consumer research focused on the relationship between product values and consumer value factors. In the experiment of quantitative analysis, it is recognized that consumers' sense of value are closely connected with product values. Ultimate values are recognized to be more important than functional values in the consumer products. A conceptual map which illustrates the inter relationship between ultimate and functional values is developed.
Finally, it is recognized that identifying the value factors of consumers related to products is essential to enhancing product value. it is hoped that major findings of the study play an important role to construct the body of knowledge on design value system.
