A Cultural Preference-Based Decision Analysis: Assessing Design Visualization for Automotive Product Development

There is an always challenging to make decision by designer in determining a suitable product design visualization. Market Consumers evaluate products based on functionality as well as price, appearance, and the way they look. In the context of consumer products, the aim of this research is to explore the complex relationship between these four components. One of the main factors that influence a consumer's decision to purchase a product is how it looks. Products with attractive designs and appealing aesthetics have the potential to attract market attention, but for the product to meet customer expectations, its appearance must be in line with its functionality and price. A pretest of the survey instrument was conducted to ensure the reliability and validity of the questionnaire. The collected data were statistically analyzed based on satisfaction level, confirmatory factor analysis and structural equation modeling. The result showed that innovative features and reliable performance can improve user experience, and make customers more loyal. Therefore, a balance between visualization and functionality is essential for successful product development. In contrast, price continues to be a major factor in consumer’s decision to purchase something. Manufacturers can set competitive prices by conducting a thorough economic analysis of how the price of a product correlates with the elements of visualization, appearance, and functionality. For practice, it is expected to provide a more complete picture of how the interaction between visualization, appearance, functionality and price affects customer perception of a product and the development of cultural preferences. Also, can provide practical guidance for companies in designing and marketing products that meet customer expectations while remaining competitive in a dynamic market. The findings of this study provide valuable information for companies to assess visualization design using cultural preference-based decisions.