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

fYear

2009

fDate

17-19 June 2009

Firstpage

4284

Lastpage

4287

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;

fLanguage

English

Publisher

ieee

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

Type

conf

DOI

10.1109/CCDC.2009.5192534

Filename

5192534