Incorporating customer preferences and market trends in vehicle package design

Deepak Kumar, Christopher Hoyle, Wei Chen*, Nanxin Wang, Gianna Gomez-Levi, Frank S. Koppelman

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

22 Scopus citations

Abstract

Demand models play a critical role in enterprise-driven design by expressing revenues and costs as functions of product attributes. However, existing demand modeling approaches in the design literature do not sufficiently address the unique issues that arise when complex systems are being considered. Current approaches typically consider customer preferences for only quantitative product characteristics and do not offer a methodology to incorporate customer preference-data from multiple component/subsystem-specific surveys to make product-level design trade-offs. In this paper, we propose a hierarchical choice modeling approach that addresses the special needs of complex engineering systems. The approach incorporates the use of qualitative attributes and provides a framework for pooling data from multiple sources. Heterogeneity in the market and in customer-preferences is explicitly considered in the choice model to accurately reflect choice behavior. Ordered logistic regression is introduced to model survey-ratings and is shown to be free of the deficiencies associated with competing techniques, and a Nested Logit-based approach is proposed to estimate a systemlevel demand model by pooling data from multiple component/subsystem-specific surveys. The design of the automotive vehicle occupant package is used to demonstrate the proposed approach and the impact of both packaging design decisions and customer demographics upon vehicle choice are investigated. The focus of this paper is on demonstrating the demand (choice) modeling aspects of the approach rather than on the vehicle package design.

Original languageEnglish (US)
Title of host publication2007 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC2007
Pages571-580
Number of pages10
DOIs
StatePublished - Jun 13 2008
Event33rd Design Automation Conference, presented at - 2007 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2007 - Las Vegas, NV, United States
Duration: Sep 4 2007Sep 7 2007

Publication series

Name2007 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC2007
Volume6 PART A

Other

Other33rd Design Automation Conference, presented at - 2007 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2007
CountryUnited States
CityLas Vegas, NV
Period9/4/079/7/07

ASJC Scopus subject areas

  • Computer Graphics and Computer-Aided Design
  • Computer Science Applications
  • Mechanical Engineering
  • Modeling and Simulation

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