QFD-Based Product Planning With Consumer Choice Analysis

Xinggang Luo · C.K. Kwong · Jiafu Tang · Fanmiao Sun

27 citations0/0 files storedIEEE Transactions on Systems Man and Cybernetics Systems

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Quality Function Deployment in Product Design Product Development and Customization Color perception and design

Abstract

Quality function deployment (QFD) is a widely adopted customer-oriented methodology to assist in product design and development. In a traditional QFD-based product planning process, the importance weights of customer requirements (CRs) in house of quality are obtained by analyzing and generalizing the requirements of various customers, and the purpose of the subsequent optimal setting of engineering characteristics (ECs) and process parameters is to achieve a higher level of overall customer satisfaction (OCS). However, nowadays customers' requirements are increasingly diversified and customers usually have heterogeneous preferences. Consequently, customers in a product market may have different purchasing choice behaviors and satisfaction criteria toward a new product. Therefore, heterogeneity of CRs should be considered in QFD-based optimization models to describe the relationship between CRs and ECs and to model the OCS. In this paper, a novel QFD-based product planning approach is proposed for a product market with diversified CRs by integrating consumer choice behavior analysis. The contributions of this paper include: 1) customers' purchase choice rules are introduced into QFD-based product planning process to simulate the purchase behavior of a customer toward a product; 2) two new QFD-based optimization models under deterministic and multinomial logit consumer choice rules are proposed to help firms improve the product quality under environment of diversified CRs; 3) the established model under deterministic consumer choice rule is transformed into an equivalent linear model to facilitate the solving process; and 4) the established optimization models are further extended for products with both continuous and discrete target values of ECs.

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References

2003Discrete Choice Methods with Simulation 1990Quality Function Deployment : Integrating Customer Requirements into Product Design 2002A fuzzy AHP approach to the determination of importance weights of customer requirements in quality function deployment 1993ON HOW TO PRIORITIZE DESIGN REQUIREMENTS DURING THE QFD PLANNING PROCESS 1998Determination of an optimal set of design requirements using house of quality 2000Fuzzy multicriteria models for quality function deployment 1995Research for product positioning and design decisions: An integrative review 1998An intelligent hybrid system for customer requirements analysis and product attribute targets determination

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