Customer preference oriented product design using AHP‐modified TOPSIS approach

Purpose – The purpose of this paper is to propose a multi‐criteria decision making (MCDM) approach to evaluate product design alternatives in respect to the customer requirements. Design/methodology/approach – This paper reports a systematic approach developed to concurrently satisfy the product requirements as well as the customer requirements. Mobile phone example has been elected to demonstrate the approach. Mobile product features and customer preferences data have been collected and analyzed to obtain the commonalities from the designer and customer perspective. Regression analysis has been carried out to establish the relationship between the product independent features with the dependent feature (Ex. Cost, Talk time). Based on the equations developed, different product configurations have been defined from the designer's point of view. Modified TOPSIS – a multi attribute decision making (MADM) method – has been employed to facilitate the most suitable product configuration selection based on the customer requirements. Findings – The method facilitates design of the best product configuration that will maximize customer satisfaction with minimum cost. Originality/value – The proposed methodology will provide a useful tool to the decision maker, which may help to eliminate the associated risks in the product design configuration that closely satisfy customer's expectations and product launching decision.