Search Results

As the world's largest auto producer and consumer, China is both the most promising and complex market given the country's rapid economic growth, huge population, and many regional and segment preference differences. This research is aimed at developing data-driven demand models for customer preference analysis and prediction under a competitive market environment. Regional analysis is first used to understand the impact of geographical factors on customer preference. After a comprehensive data exploration, a customer-level mixed logit model is built to shed light on fast-growing vehicle segments in the Chinese auto market. By combining the data of vehicle purchase, consideration, and past choice, cross-shopping behaviors and brand influence are explicitly modeled in addition to the impact of customer demographics, usage behaviors, and attributes of vehicles.

For achieving viable mass customization of products, product configuration is often performed that requires deep understanding on the impact of product features and feature combinations on customers’ purchasing behaviors. Existing literature has been traditionally focused on analyzing the impact of common customer demographics and engineering attributes with discrete choice modeling approaches. This paper aims to expand discrete choice modeling through the incorporation of optional product features, such as customers’ positive or negative comments and their satisfaction ratings of their purchased products, beyond those commonly used attributes. The paper utilizes vehicle as an example to highlight the range of optional features currently underutilized in existing models. First, data analysis techniques are used to identify areas of particular consumer interest in regards to vehicle selection.