UNCORRECTED PROOF Application of Heuristics Algorithms on Product Development Pavel Anselmo Alvarez Abstract A relevant approach to increase success on products or services is based 1 on customer oriented product design. In this case, the product will support expected 2 requirements while meeting specific characteristic of attributes of particular type 3 of products. Developing new products is an essential ability to compete in markets 4 where important factors appear like globalization, customer demand and quality of 5 products. Due that multi-criteria decision aids approaches are becoming relevant for 6 the product design, thereby preference aggregation and disaggregation approaches 7 complement existing methods in this area, since customer preferences need to be 8 regarded and aggregated to customer preferences models concerning the target mar- 9 ket. Besides that, customer needs to express their preference in an easy-to-answer 10 format, taking into consideration they will not be surveyed again. This chapter is 11 focused on describing a heuristic algorithm for product development, particularity 12 focused on a case study of Agrifood products. The heuristic models customer pref- 13 erences through the disaggregation of global preferences on corn toast products. 14 The use of heuristics for disaggregating and modelling customer preferences has 15 important implications for marketing managers concerning the development of new 16 products, regarding they can be developed from consumer preferences expressed on 17 attributes on known products. 18 1 Introduction 19 Adaptation for the market concerns consumer behavior, where considering consumer 20 satisfaction allow to obtain competitive advantages [1]. The major focus of perceived 21 quality is the consumers’ satisfaction and related subjective perceptions of the prod- 22 ucts attribute [2]. Authors in [3] defined perceived quality as “consumer’s evaluative 23 P. A. Alvarez (B ) Department of Economic and Management Sciences, Universidad Autónoma de Occidente, Culiacan, Mexico e-mail: pavel.alvarez@udo.mx © Springer Nature Switzerland AG 2020 C. Kahraman and S. Cebi (eds.), Customer Oriented Product Design, Studies in Systems, Decision and Control 279, https://doi.org/10.1007/978-3-030-42188-5_18 1 471997_1_En_18_Chapter  TYPESET DISK LE  CP Disp.:11/2/2020 Pages: 24 Layout: T1-Standard Author Proof