Product development using AHP: Case on small car segment in India

The growing consumerism poses a challenge to new product development. Consumerism, in an abstract sense, is the belief that the free choice of consumers should dictate the economic structure of a society. With the increasing choice of product attributes the designer´s job in incorporating the true voice of customers becomes increasingly challenging. We have presented here a solution for the same, with the example of the small car industry in Indian market. We illustrate the use of AHP on customer responses to effectively quantify the voice of the customers for monetary benefit by way of developing popular products.