With a shift from 'product-out' to 'market-in' approach, the demands of today's consumer for high-quality goods and service have forced producers and service providers to apply quality-management practice throughout industry. The purpose of this paper is to explore how a company would maintain a competitive edge in a market by taking into account psychological and emotional needs of the consumers called 'Kansei' in Japanese. We explore how Kansei Engineering (KE) can be used along with New Just-In-Time (JIT), pioneered by Toyota, to gain a manufacturing cost advantage. The effects of our approach are demonstrated through a simulated experiment.