A Fuzzy Based Approach for New Product Concept Evaluation and Selection

Amjad A. Kamal, Sa’Ed M. Salhieh


Product developers make many decisions during the early stages of product development which have a profound impact on the final cost of the product. These decisions include selecting a product concept that best meet customer needs.  Product concept selection involves using the collective knowledge of many experts who possess different backgrounds and expertise in various fields to evaluate a set of product concepts developed to meet certain customer needs. This paper proposes a concept evaluation and selection methodology capable of capturing the fuzziness and vagueness impeded in concept evaluation. The proposed methodology integrates the Weighted Concept Selection Matrix with the Analytical Hierarchal Process (AHP) under a Fuzzy environment. The developed methodology has the capability of capturing the fuzziness and vagueness in the concept evaluators’ ratings. The methodology consists of eight steps that begins with retrieving the product concepts, developing the evaluation criteria and selecting the evaluators, and ends up by choosing the best concept. The criteria are prioritized and assigned fuzzy weights according to their importance with respect to the nature of the product and based on the capabilities of the manufacturing company.  Furthermore, the evaluators are prioritized and assigned fuzzy weights with respect to the criteria based on their different backgrounds. These weights are aggregated with the concepts’ fuzzy rating done by the evaluators in order to compute a final score for each concept. The usage of the methodology is verified and tested by using an illustrative example.

Keywords: Product Design, Fuzzy systems, Multi-criteria Decision Making, Analytical Hierarchal Process

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ISSN (Paper)2224-6096 ISSN (Online)2225-0581

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