Title :
Optimal product positioning based on quality function deployment
Author :
Luo, Xinggang ; Tang, Jiafu ; Kwong, C.K.
Author_Institution :
Key Lab. of Integrated Autom. of Process Ind. of MOE, Northeastern Univ., Shenyang, China
Abstract :
A new method for optimal product positioning based on quality function deployment (QFD) is proposed. Perceptual mapping and house of quality (HoQ) are introduced to link the consumer perceptual space, product attribute space and product engineering space. The degree of overall customer satisfaction is introduced in the rule of consumer choice probability. An optimal product positioning model is established based on QFD. Genetic algorithms are applied to achieve the optimal value settings of a new product´s engineering characteristics. Finally, an example of optimal positioning is given to illustrate the feasibility of the proposed model and algorithm.
Keywords :
consumer behaviour; customer satisfaction; genetic algorithms; marketing; quality function deployment; QFD; consumer choice probability; consumer perceptual space; genetic algorithm; house of quality; new product engineering characteristics; optimal product positioning model; overall customer satisfaction degree; perceptual mapping; product attribute space; product engineering space; quality function deployment; Analytical models; Automation; Customer satisfaction; Genetic algorithms; Genetic engineering; Laboratories; Marketing and sales; Predictive models; Quality function deployment; Systems engineering and theory; genetic algorithm; product positioning; quality function deployment;
Conference_Titel :
Control and Decision Conference, 2009. CCDC '09. Chinese
Conference_Location :
Guilin
Print_ISBN :
978-1-4244-2722-2
Electronic_ISBN :
978-1-4244-2723-9
DOI :
10.1109/CCDC.2009.5192534
