Research On The Shape Design Of SUV Products Based On Female Consumer Preference

Over the past 30 years,the average income of Chinese women has increased by 63%.At the same time,more than 80% of household consumption is dominated by women.Women have become the backbone of shopping.Also,the automobile market also ushered in the "her era",female consumers have become the main force of domestic and foreign car market consumption.Suvs have been the fastest-growing segment in recent years among all of the passenger car types in China.Since 2010,SUVs have become a major focus of consumers.And female consumers are tending to choose SUVs that are suitable for family use or express their personality and status.At the same time,women are the group who attach great importance to the appearance design and usually make purchase decisions based on the first sight.While the so-called “female cars” in the auto market are mostly designed based on the self cognition to women consumer groups by car companies and designers,without thoroughly understanding features and preferences of present female consumer groups.So these cars do not get identity of female consumers.At the same time,The existing academic literature mainly studied the design of cars or cars of specific brands,there is a lack of research on SUV,and there has little research on preference for SUV shape design of female consumers.Nowadays,the phenomenon of product homogenization is becoming more and more serious.Only by endowing products with unique appearance and style through innovative design,subdividing target groups,and shaping differentiated product shape design,enterprises can better adapt to the market and improve the enterprise competition.Therefore,in order to solve the problem which the female consumers face,this paper put forward research methods on the shape design of SUV products based on female consumer preference.From the perspective of consumer preference research,this paper studied the real preference of female consumers for SUV shape design and classified them based on their differentiated preference.Then,studied the SUV shape design,extracing its key product design features and shape design genes.Finally,based on the idea of perceptual matching,through cojoint analysis and preference quantization model,established the mapping relationship between the preference of different groups of female consumers and SUV shape design genes.Also,based on the research results,constructed a computer-aided conceptual design system to guide the design practice of SUV products in line with the preferences of female consumers.The main research content of this paper is divided into the following aspects.(1)Preferences of female consumers on SUV shape design was studied through preference tests,then female consumers were classified into five different groups according to their preference scores.According to the user survey data,each group was defined,and eventually five typical personas of Chinese female consumers in the SUV market were build up,helping designers understand the target group as the image of real users.Then,through matching experiment,the consistency between the true preferences of female consumers on SUV shape design and the cognition of designers on consumer preferences was studied.The results showed there exist certain differences between the real demand of female consumers and the understanding of designers,revealing the urgency of the correlation research between consumer preferences and product shape design.(2)The shape design of SUVs was studied through the AHP(analytic hierarchy process,AHP)method.According to the experimental results,the key design features and shape design genes of SUVs were identified.Finally,the SUV shape design features and shape design genes were coded,constructing the SUV shape design gene library.(3)Through cojoint analysis,the mapping model between female consumer preference and SUV shape design genes was constructed.At the same time,the practical application solved the problems founded in the fourth chapter,and provided the recommended design proposals for the two groups of female consumers whose consumer preferences were inconsistent with the matching proposals by designers.(4)This paper constructed and developed a computer-aided conceptual design system for SUV product design based on female consumer preferences.Also,according to the research results of female consumer preferences and SUV shape design,the system was used to generate design proposals,which preliminarily verifing the correctness and usability of the method and research in this paper.The research in this paper involves design field,computer field,psychology field,etc.,which is a cross-field and interdisciplinary research work.The main innovation points include:(1)This paper studied the preference of female consumers on SUV shape design in Chinese auto market,classified and defined female consumer groups according to their preference,and finally construct five typical personas of female consumers in Chinese SUV auto market.It is a supplement and contribution to the existing research on automobile shape design preference of female consumers.At the same time,designers and automobile companies can directly take these user personas as the real design goals in the design process.The results have certain reference value for automobile industry and enterprises,and have strong market significance.(2)Through matching experiment,the consistency between the true preferences of female consumers on SUV shape design and the cognition of designers on consumer preferences was studied,revealing the urgency and necessity of studying the correlation between consumer preferences and product shape design.(3)This paper put forward research methods on the shape design of SUV products based on female consumer preference.And according to the research results of female preferences and SUV shape design,based on the idea of perceptual matching,through the cojoint analysis and the preference quantitative model,the mapping model between female consumer preference and SUV shape design genes was established,and finally computer aided SUV product conceptual design system based on female consumer preferences was built,assistting to finish the proposal design in line with female consumer preference.