... advancement of technology. In this circumstance, the complexity of automobile design arises from the fact that both the target market’s customer preferences and engineering characteristics should be taken into account in balanced as well as quantitative manners. This paper develops a balanced model...

... and explaining preference inconsistencies produces new understandings of the relationship between user and product. customer preference preference construction context effect utility theory multidisciplinary design decision making Kano discrete choice analysis conjoint analysis preference model...