Relationship between Kansei Evaluation and Pricing Decision to Kyo-Yuzen-Zome with Different Pastes

“Yuzen-zome” is a traditional method of dyeing in Japan. It is still one of the most popular techniques to dye. Especially, the method which a cloth is dyed in Kyoto city called “Kyo-Yuzen-zome”. This method can divide into 10 Processes. Each process is handled by specialist by hand work. In particular, at putting-paste (Nori-oki) process, experts must care which paste they use, Starchpaste or Rubber-paste. In this study, we focused on putting-paste. “Nori-oki” is the second process. These 2 types paste make the different effect to fabrics dyed. At market, the fabric to which starch paste is used has more value than another fabric to which rubber paste is used does. To elucidate the reason, we have the questionnaire survey. We examine the difference in those evaluations between two materials, and we examine the cause of pricing decision between two products.