Home   >   CSC-OpenAccess Library   >    Manuscript Information
Analyzing target user group¡¦s preferences and product form design specification through web-based 2-dimensinoal design decision tool
Jih-Shyong Lin, Shih-Yen Huang
Pages - 14 - 32     |    Revised - 30-11-2010     |    Published - 20-12-2010
Volume - 1   Issue - 2    |    Publication Date - December 2010  Table of Contents
MORE INFORMATION
KEYWORDS
Design Decision Tool, Market Segmentation, Target User Group Analysis
ABSTRACT
In the modern market where consumerism is running higher and the product life span is getting shorter, it is one of the challenges for the marketing and design departments in enterprises to know how to get a thorough grasp of the consumer¡¦s preference and potential target user group. With the wide spread and growth of the internet, a web-based survey is not influenced by time and space factors, making it easier for designers to have an in-depth understanding of the consumer¡¦s preferences towards products. Based upon the 2-dimensional image scale, 120 college students from Taiwan and Japan were invited to evaluate 27 pencil sharpener samples in terms of their preferences and intention of purchase. From the survey, competitive portable pencil sharpeners were identified for the references of new product design and development. The results indicated that such a web-based 2-dimensional image survey system could offer real time help in product segmentation and the selection of competition products as well as the target user group with the output systematic diagrams and tables. Furthermore, morphological analysis for product form elements and quantification type I analysis could help designers and marketing managers set up proper policies for product form design for the target user groups in the design and marketing of new product development.
CITED BY (8)  
1 Cristofaro, M., Giardino, P. L., & Leoni, L. (2021). Back to the Future: A Review and Editorial Agenda of the International Journal of Business Research and Management. International Journal of Business Research and Management (IJBRM), 12(1), 16-33.
2 Aziz, M. S. A., Lindgaard, G., Hamzah, M. S., & Whitfield, T. A. (2017). A Review on the Existing Visual Tools for Design Students. Indian Journal of Science and Technology, 10, 48.
3 Huang, S. Y. (2016, May). Adding video files for product operational analysis in the web analytical system. In 2016 International Conference on Applied System Innovation (ICASI) (pp. 1-4). IEEE.
4 Huang, S. Y. (2014). A Web-Based Tool for Product Ideas Screening and Lifestyle Analysis. Mathematical Problems in Engineering, 2014.
5 Lin, J. S., & Huang, S. Y. (2013). Apply Web-based Analytic Tool and Eye Tracking to Study The Consumer Preferences of DSLR Cameras.
6 Aziz, M. S. A., Lindgaard, G., & Whitfield, T. A. (2013). The Design and Usability Testing of daccade–a tool supporting systematic data collection and analysis for design students. In Human-Computer Interaction–INTERACT 2013 (pp. 487-494). Springer Berlin Heidelberg.
7 Beilinson, N. (2012).design process of a customer support website (Doctoral dissertation, Aalto University).
8 Srivastava, A. K., Praveer, S. R., & Yadav, C. (2011). Decision Variables of Purchase Intention: A Multivariate Analysis of Promotional Tools. Asian Journal of Management, 2(2), 51-56.
1 Google Scholar 
2 CiteSeerX 
3 refSeek 
4 Scribd 
5 PDFCAST 
6 PdfSR 
Aaker, D. A. "Strategic market managemen"t. New York: John Wiley and Son, 2001.
Anderson, C., & Vinze, J. W. Strategic marketing management. New York: Houghton Mifflin,2000.
Chang, C. C., Hsu, S. H. and Chuang, M. C. "A differential study on product image perception between real product and photographic images". Chinese Journal of Industrial Engineering, 17(2): 169-179, 2000.
Chen, C. K. "Design methods frequently adopted by local design houses in Taiwan",unpublished master’s thesis. National Taiwan University of Science and Technology, 2003.
Chow, W. S. "Multivariate Statistical Analysis: with Application of SAS/ STAT". Published by Best Wise Co., Ltd., Taipei, 2002.
Chuang, M. C., and Kao, C. H. "A study on the image of products made in Taiwan". Journalof Design, 2(2): 37, 1997.
Chuang, Y. L. and Chen L. L. “Computer Aided Kaisei Engineering with Xml Technology”.6th Asian Design International Conference, Japan Tsukuba, 2003.
Chuang, Y. L., and Chen, L. L. "CAKE: An extensive Kansei image survey and analytical system". Journal of Design. 12(3): 63~81, 2007.
Croft, M. J. "Market segmentation: A step-by-step guide to profitable new business". London,New York: Routledge, 1994.
Engel, J. F., R.D. Blackwell and P. W. Miniard. "Consumer Behavior". 9th ed., N.Y.: The Dryden Press, 2001.
Engel, J.F., D.T. Kollat, and R.D. Blackwell. "Consumer Behavior". 6th ed., Chicago, M.I.:The Dryden Press, 1990.
Green, P. E. "A New Approach to Market Segmentation". Business Horizons, 20, pp.61–73,1977.
Hsiao, K. A. and Chen, L. L. "Fundamental dimensions of affective responses to product shapes". International Journal of Industrial Ergonomics, 36(6): 553-564, 2006.
Huang, G. Q., Lee, S.W. and Mak, K.L. "Web-based product and process data modeling in concurrent design for X". Robotics & Computer-integrated Manufacturing, pp.53-63, 1999.
Huang, S. Y. "Applying image scale to the product development using the backpack for motorcycle as an example". Journal of Arts and Design, Huafan University, 1:167-182,2004.
Huang, S. Y. "Conducting new mineral water design and development through the lock on of target market". Chung Yuan Journal of Design, 8(2):1-23, 2005.
Ikudame, Miki and Harada, Akira. "The Tool for Measurement of Visual Image". Bulletin of JSSD, pp.114, 1997.
Kobayashi, Shigenobu. "Color image scale". Published by Kodansya International Ltd,Japan, 1991.
Kotler, P. "Marketing Management: Analysis, Planning, Implementation and Control". 11th ed., N.J.: Prentice-Hall Inc, 2003.
Kotler, P., & Gordon, M. "Principles of market". Canada: Prentice Hall, 1983.
Lin, J. S. and Huang, S. Y. "Developing a web-based 2-dimensional image scale analytical tool". 1ST International Conference on Digital Interactive Media Entertainment & Art,Rangsit University, Thailand, 2006.
Lin, J. S., Chang, C. C. and Huang, S. Y. "Applying web technique in market segmentation and product form feature analysis". The Second International Conference on Innovative Computing, Information and Control, Japan, 2007.
McDonald, M. "Marketing Plans". Butterworth-Heinemann, Oxford, UK, 1995.
Myers, J. H. "Segmentation and positioning for strategic marketing decisions". Chicago:American Marketing Association, 1996.
Nagamachi, M. "Kansei engineering: A new ergonomic consumer-oriented technology for product development". International Journal of Industrial Ergonomics, 15:3-11, 1995.
Osgood, C.E., Suci, C.J. and Tannenbaum, P.H. "The Measurement of Meaning". Urbana:University of Illinois Press, pp.76-124, 1957.
Peter, J.P. and Olson, J.C. "Consumer Behavior and Marketing Strategy". Richard D. Irwin Inc., pp.5-6, 2000.
Piercy, N. "Market-Led Strategic Change". Butterworth-Heinemann Ltd, Oxford, UK, 1997.
Schiffman, G.L. and Kanuk, L.L. "Consumer Behavior". 5th ed., Englewood Cliffs, N. J.:Prentice-Hall, p.47, 1994.
Smith, W. R. "Product differentiation and market segmentation as an alternative marketing strategy". Journal of Marketing, 21(1):3–8, 1956.
Sugiyama Kazuo. "Departure from doing good design". Indestrial Design 155, pp. 61-66,1991.
Tsai, T. W. and Ho, M. C. "Language of Product Image - Case Study of Vernacular Image".Journal of National Cheng Kung University, 3(10):99-113, 1995.
Tu, C. S. "The development of the web-based global interactive MDS questionnaire survey".Journal of Design, 2(1):1-15, 1997.
U.Roy, S.S. Kodkani. "Collaborative product conceptualization tool using web technology".Computers in Industry 41, pp195-209, 2000.
Weinstein, A."Market segmentation: Using Niche marketing to exploit new markets".Chicago: Probus, 1987.
Wind, Y. "Issues and Advances in Segmentation Research". Journal of Marketing Research 15: 317–337, 1978.
Zaltman, G. "Consumer Researchers: Take a Hike". Journal of Consumer Research, 26:423-428, 2000.
Zeisel, J. "Inquiry by design: tools for environment-behavior research". Cambridge University Press, 1990.
Zikmund, G. William and D.A. Michael. "Marketing". N. Y.: West Publishing, 1993.
Zwicky, F. “The Morphological Approach to Discovery”. Invention, Reearch and Construction,New Method of Though and Procedure: Symposium on Methodologies, Pasadena, 1967.
Mr. Jih-Shyong Lin
- Taiwan
jslin@ttu.edu.tw
Mr. Shih-Yen Huang
- Taiwan


CREATE AUTHOR ACCOUNT
 
LAUNCH YOUR SPECIAL ISSUE
View all special issues >>
 
PUBLICATION VIDEOS