Integração da Análise Conjunta e Fuzzy-AHP para Identificação e Mensuração de Atributos em Produtos
DOI:
https://doi.org/10.17921/1890-1793.2018v13n13p47-56Resumo
A identificação dos atributos mais relevantes para os consumidores está atrelada a definição de um conjunto de critérios que representam aspectos importantes para satisfazer as necessidades desses clientes. Dessa forma, mensurar a importância relativa dos atributos se mostra uma atividade essencial para atingir o mercado-alvo de produtos e satisfazer os consumidores. Para isso, técnicas podem ser utilizadas, como a Análise Conjunta e o Fuzzy-AHP, as quais possuem peculiaridades, benefícios e limitações que podem ser comparadas para encontrar respostas mais adequadas para o problema de identificação de necessidades. O foco do presente estudo é comparar as técnicas de Análise Conjunta e Fuzzy-AHP para analisar seus resultados quanto as suas características, vantagens e desvantagens. Esse estudo foi apoiado por uma aplicação de ambas as técnicas com consumidores de fones de ouvido, por meio de pesquisas de mercado. Destaca-se que os resultados da aplicação indicam que existe diferença significativa entre as técnicas, porém essas diferenças podem estar mais relacionadas a fatores como atributos específicos. Percebe-se, no geral, que a Análise Conjunta pode ser mais adequada para detalhar análises, enquanto que o Fuzzy-AHP pode ser utilizado para obter resultados mais rapidamente. Além disso, entende-se que ambas as técnicas poderiam ser utilizadas em conjunto para atingir objetivos de identificação de atributos de produtos, bem como outros usos desse estudo em futuros trabalhos.
Palavras-chave: Análise Conjunta. Fuzzy-AHP. Melhoria de Produtos. Satisfação dos Clientes.
Abstract
The identification of the most relevant attributes for consumers requires the definition of a set of criteria that represent important aspects to satisfy the needs of these clients. Therefore, measuring the relative importance of attributes is an essential activity to provide products that will satisfy consumers in a given market. To this aim, techniques as Fuzzy-AHP and conjoint analysis can be applied, each of which having benefits and limitations that can be compared to give a more complete analysis to a certain product. The objective of this paper is to compare how conjoint analysis and Fuzzy-AHP perform in measuring product attributes, which may assist the product development and improvement processes. This study was conducted by applying both techniques to headphone consumers, through market research. Results indicate significant difference between both approaches, which may be more related to factors such as the attributes included in the analysis. A major conclusion is that conjoint analysis is more suited for detailed analyses whereas Fuzzy-AHP provides results more quickly. In addition, both techniques can be used together to enable a more comprehensive analysis of product attributes.
Keywords: Conjoint Analysis. Fuzzy AHP. Product Improvement. Customer Satisfaction.
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