A study of the construction of an evaluation model for product preferences and styling identification

  • 柯 雅娟

Student thesis: Doctoral Thesis

Abstract

Consumers' preference for a product is sometimes a combined result Among numerous products consumers will buy one after a comparison between all products depending on their own emphasis on the styling of various portions Under the premise of not considering the brand effect the exterior styling will then become the major factor affecting the purchase decision when products have the same function and approximately the same price As a result if consumers' preference for the product styling can be mastered designers will be able to we found that which part of the product is valued most by consumers This will be beneficial for designers in the design stage to focus their efforts there and reduce a waste of time This way stores can master consumers' preference for the product styling when replenishing their stocks and thus they can effectively control the quantity and the style of stocks to be replenished and avoid stocking up and any dead stock The product-styling evaluation model proposed in this study divides the exterior styling of products into two portions which are "intensity of preference for styling" and "style identification" for evaluation The Fuzzy analytical hierarchy process (FAHP) has been used in determining the "intensity of preference for styling" The order of all product parts which are ranked in a prioritized list has been acquired and it serves as the weights when calculating the intensity of preference And it can further be used together with styling preferences for various parts In "Style identification" the area (side view)'s a part shape serves as a weight for calculating the style strength and can be used together with degrees of vocabularies describing the part styling A case study of bicycles is conducted in this article to verify the feasibility of an evaluation model for product styling Parts of a bicycle with larger visually perceived areas in the side view have been selected as items for assessment The five items are respectively "Handlebar" "Saddle" "Frame" "Wheel set" and "Chainwheel set and Crank" The results of this case study indicate that: (1) There is only a minor difference between rankings of male and female subjects' emphases on the five assessment items of exterior styling and this indicates that males and females hold similar opinions (2) In the five assessment items when average amateurs choose bicycles by the exterior styling the first consideration is the exterior styling of "handlebar" of a bicycle and its weight is 0 295 It is the item with the highest weight among five assessment items The second consideration of exterior styling is "Saddle" and its weight is 0 233 The third and fourth ones are "Frame" and "Chainwheel set and crank" and the weights of these two assessment items are 0 176 and 0 165 respectively They are also the pair with a minimal weight difference between two items Finally the styling of "Wheel set" is the last item to be considered (3) For the styling of various parts with the five assessment items the preference for the styling of Handlebar- type (H1) which is a flat bar is the highest Among saddles the preference for the styling of wide large and thick Saddle- type 2 (S2) is higher Among frames the preference for the styling of slightly thicker Frame- type 8 (F 8) with a dynamic and technological feeling is higher Among wheel sets the preference for the styling of slightly thicker Wheel set- type 7 (Ws7) which makes people feel the rotation is higher Among chainwheel sets and cranks the preference for the styling of thick Chainwheel set and Crank- type 6 (C6) with a technological feeling is higher (4) The part styling provided with a style identification of "technological" usually also go with the feeling of "dynamic" "calm" or "dazzling" However those provided with a style identification of "calm" may not go with a feeling of "technological" (5) In this case study of bicycles the value obtained by "intensity of preference for styling" and "style identification" have all been tested and verified The results calculated by means of weights and values have been verified to agree with the results obtained in the ranking of priorities This indicates that the weights and values obtained by the product-styling evaluation model proposed in this study can be re-combined and re-calculated for other studies' reference
Date of Award2014 Feb 12
Original languageEnglish
SupervisorShih-Wen Hsiao (Supervisor)

Cite this

A study of the construction of an evaluation model for product preferences and styling identification
雅娟, 柯. (Author). 2014 Feb 12

Student thesis: Doctoral Thesis