Complex method of the consumer value estimation on the way to risk‐free and sustainable production
Sustainable consumption and production strive for the rational management of natural resources, which implies a transition to the production of fewer goods with the greatest consumer value. Consequently, the consumer value assessment is a key task in the product and service design. However, a large number of applied practices for assessing consumer value is a challenge for researchers. Multiple heterogeneous solutions without a common classification and structure do not allow comparing methods with each other. Thus, there is a demand for some universal algorithm for assessing consumer value, which would be a model for the development of individual industry practices. Therefore, the present research aims to develop a universal algorithm for assessing consumer value, which is a unified sample. The work analyzes the current expertise in assessing consumer value. The paper provides a comparison of mathematical tools for aggregate indicators in order to develop a general formula for assessing consumer value. As a result, an algorithm for assessing consumer value has been developed, which includes the following stages: market segmentation by consumer groups, taking into account their personal characteristics and needs; product hierarchical division into groups according to indicators valuable to the consumer; selection of a scale for evaluating indicators; hierarchical convolution, calculation of the consumer value of selected indicators and their aggregation into a final assessment in accordance with coefficients obtained as a result of the initial data analysis. As part of the algorithm verification, an example of the implementation of the algorithm steps based on expert assessment of the tourist product characteristics is proposed. At the next stage of the study, a register of mathematical tools will be specified to ensure the implementation of the algorithm steps, and practical testing on real data on several products from different industries.
Consumer value; sustainable production; design for sustainability; aggregation methods; risk management; digitalization