TY - GEN
T1 - Incorporating customer preferences and market trends in vehicle package design
AU - Kumar, Deepak
AU - Hoyle, Christopher
AU - Chen, Wei
AU - Wang, Nanxin
AU - Gomez-Levi, Gianna
AU - Koppelman, Frank S.
PY - 2008
Y1 - 2008
N2 - 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.
AB - 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.
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U2 - 10.1115/DETC2007-35520
DO - 10.1115/DETC2007-35520
M3 - Conference contribution
AN - SCOPUS:44849108658
SN - 0791848027
SN - 9780791848029
SN - 0791848078
SN - 9780791848074
T3 - 2007 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC2007
SP - 571
EP - 580
BT - 2007 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC2007
T2 - 33rd Design Automation Conference, presented at - 2007 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2007
Y2 - 4 September 2007 through 7 September 2007
ER -