RANKING CUSTOMER REQUIREMENTS IN TOY DESIGN USING CONJOINT ANALYSIS

The key to success in new product development is the information that indicates what customer desire . People have been making toys for thousands of years. Toys are often viewed as a form of simple entertainment for children, but they are also intellectually valuable. When designing products for children, there are additional considerations to those used when designing for adults. This paper attempts to present a ranking process of the costumer’s requirements regarding to toys, using conjoint analysis which can be used to determine an optimal product concept and to identify market segments who appreciate more a specific product concept. It is a multivariate technique that captures the exact levels of utility that an individual customer puts on various attributes of the product offering. This technique is able to put numerical values on the mysteries of the consumer’s mind. The result of conjoint analysis is a set of utility values for every product variation and attribute’s level. Key words: toy design, customer, conjoint analysis