R. G. Rajhans
Dr. B. B.Ahuja
Abstract
Customer decision to buy a vehicle depends on many factors. There could be many factors like price, fueleconomy, after sales service, brand name. Driving comfort is definitely one of the majorfactors which contribute the buying decision. It is very difficultfor designer to understand which comfort factors are importantfor a customer as there are many interdependent attributes which together defines the vehicle is comfortable. Prioritizing these attributes should have mathematical or analytical basis. In addition to Analytical Hierarchy Process (AHP), R3I is one such method which helps in prioritizing the attributes as well as concepts under evaluation. This paper uses R3I method to understand relative importance of various comfort factors for bench mark vehicles and also identifies rating ofvarious cars for these comfort factors.
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