Abstract
Customer preference is a key element of determining the characteristics of a product. Manufacturers who strive to satisfy customer needs must adequately assess the preferences of the customers. In the distant past, manufacturers might not have paid sufficient attention to customer preferences. They, rather, supplied the market with what their manufacturing capabilities could provide. The market is far more astute and discriminating in the modern era of global competition. Manufacturers must, thus, respond accordingly. This paper presents an analytical approach to assessing customer preferences. A case study from the US automotive industry is presented in the paper as a good benchmark or template for pursuing customer preference assessment using a quantification methodology. Such a quantification approach is useful for an analytical assessment of customer needs, wants, and desires in the marketplace.
Published Version
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