Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects
Mass customization is a strategy to improve value generation for customers, by offering product variety and, at the same time, maintaining costs and delivery time to an acceptable level. A key problem for applying this strategy in the housebuilding sector is the definition of the solution space, i.e...
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ANTAC - Associação Nacional de Tecnologia do Ambiente Construído
2019
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| Acesso em linha: | https://seer.ufrgs.br/ambienteconstruido/article/view/91218 |
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ojs-article-912182019-12-11T13:19:13Z Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects Hentschke, Cynthia dos Santos Tillmann, Patricia André Formoso, Carlos Torres Martins, Vera Lúcia Milani Echeveste, Marcia Elisa Soares conjoint model, costumer’s preference, low-income housing, controlled customization Mass customization is a strategy to improve value generation for customers, by offering product variety and, at the same time, maintaining costs and delivery time to an acceptable level. A key problem for applying this strategy in the housebuilding sector is the definition of the solution space, i.e. the range of product alternatives that will be offered. This paper proposes an adaptation of conjoint analysis to identify customer preferences regarding customizable attributes in low-cost housing projects. The utility of this adaptation is illustrated by a case study, which was carried out in a construction company that had delivered low-income housing projects, and offered some degree of product flexibility. Results indicate that this technique was effective to understand customers’ preferences out of a range of housing attributes, by providing a ranking of those attributes chosen by customers. Therefore, this technique can support decision-making when dealing with trade-offs between customers’ preferences, product flexibility and costs, which is an important concern for companies that deliver customized housing units. ANTAC - Associação Nacional de Tecnologia do Ambiente Construído Universidade Federal do Rio Grande do Sul CAPES 2019-12-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://seer.ufrgs.br/ambienteconstruido/article/view/91218 Ambiente Construído; v. 20, n. 1 (2020); 247-262 Ambiente Construído; v. 20, n. 1 (2020); 247-262 Ambiente Construído; v. 20, n. 1 (2020); 247-262 1678-8621 1415-8876 eng https://seer.ufrgs.br/ambienteconstruido/article/view/91218/55169 Direitos autorais 2019 Ambiente Construído https://creativecommons.org/licenses/by/4.0 |
| institution |
Universidade Federal do Rio Grande do Sul |
| collection |
OJS |
| language |
eng |
| format |
Online |
| author |
Hentschke, Cynthia dos Santos Tillmann, Patricia André Formoso, Carlos Torres Martins, Vera Lúcia Milani Echeveste, Marcia Elisa Soares |
| spellingShingle |
Hentschke, Cynthia dos Santos Tillmann, Patricia André Formoso, Carlos Torres Martins, Vera Lúcia Milani Echeveste, Marcia Elisa Soares Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| author_facet |
Hentschke, Cynthia dos Santos Tillmann, Patricia André Formoso, Carlos Torres Martins, Vera Lúcia Milani Echeveste, Marcia Elisa Soares |
| author_sort |
Hentschke, Cynthia dos Santos |
| title |
Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| title_short |
Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| title_full |
Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| title_fullStr |
Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| title_full_unstemmed |
Using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| title_sort |
using conjoint analysis to understand customer preferences in customized low-income housebuilding projects |
| description |
Mass customization is a strategy to improve value generation for customers, by offering product variety and, at the same time, maintaining costs and delivery time to an acceptable level. A key problem for applying this strategy in the housebuilding sector is the definition of the solution space, i.e. the range of product alternatives that will be offered. This paper proposes an adaptation of conjoint analysis to identify customer preferences regarding customizable attributes in low-cost housing projects. The utility of this adaptation is illustrated by a case study, which was carried out in a construction company that had delivered low-income housing projects, and offered some degree of product flexibility. Results indicate that this technique was effective to understand customers’ preferences out of a range of housing attributes, by providing a ranking of those attributes chosen by customers. Therefore, this technique can support decision-making when dealing with trade-offs between customers’ preferences, product flexibility and costs, which is an important concern for companies that deliver customized housing units. |
| publisher |
ANTAC - Associação Nacional de Tecnologia do Ambiente Construído |
| publishDate |
2019 |
| url |
https://seer.ufrgs.br/ambienteconstruido/article/view/91218 |
| work_keys_str_mv |
AT hentschkecynthiadossantos usingconjointanalysistounderstandcustomerpreferencesincustomizedlowincomehousebuildingprojects AT tillmannpatriciaandre usingconjointanalysistounderstandcustomerpreferencesincustomizedlowincomehousebuildingprojects AT formosocarlostorres usingconjointanalysistounderstandcustomerpreferencesincustomizedlowincomehousebuildingprojects AT martinsveraluciamilani usingconjointanalysistounderstandcustomerpreferencesincustomizedlowincomehousebuildingprojects AT echevestemarciaelisasoares usingconjointanalysistounderstandcustomerpreferencesincustomizedlowincomehousebuildingprojects |
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