THE ROLE OF THE

4 The Role of the Chemist in Automotive Design
Comfort Package
Towing Capacity
tire pressure monitoring systems, chrome wheels, or leather seating). Now, if we
imagine these curves in a series, we will have what is known as an indifference map.
According to Mansfield, “A consumer’s indifference map lies at the heart of the
theory of consumer behavior, since such a map provides a representation of the consumer’s
taste” [5]. The shape of these indifference maps gives the marketing group
an indication of the options and desires of the customer.
Figure 1.2 shows the indifference maps of two different customers. The slope of
customer 1 indicates a greater level of satisfaction with towing capacity than that of
customer 2. It is tools such as the indifference maps that allow the marketing groups
to make recommendations to a program team. What is known as a “utility” is given
to a comfort package or vehicle package. The utility is a number associated with a
particular package. Mansfield indicates that the utility is the level of enjoyment or
preference attached by this customer to a particular package [5]. Each curve, then,
yields that same utility. Looking at different curves and packages will give an indication
of what will be preferred by the customer.
1.5 marKet demand
Indifference Map
Customer #1
FIgure 1.2 Indifference maps of two different customers.
Towing Capacity
While he was chairman of General Motors Corporation, John Smith was much
more concerned with the quantity of cars that would be demanded by the entire
national market than with the quantity of cars that an individual would purchase in
the next year [5]. Part of the marketing task is to attempt to predict what this quantity
demanded by the nation will be. The demand side is usually represented by a market
demand schedule or table that shows the quantity of goods that will be purchased at
a particular price. From the market demand table, a market demand curve is established.
This is basically a price in some currency versus the quantity demanded in
millions of units per year. (Again, Figure 1.3 is used for demonstration only.)
The downward slope of the curve indicates that demand increases as the price
falls. However, this curve is shifted by certain factors such as taste of the customer.
For instance, if the environmental imperative is legislated to the automobile manufacturer
and the increasing desire to go green is present, then the demand will shift to
the left. If the customer’s awareness around global warming and environmental concerns
manifests itself by a preference for a hybrid or electric vehicle over a 13-mpg,
SUV, the market demand will shift as in Figure 1.4.
Comfort Package
Indifference Map
Customer #2