Abstract
Sometimes the new products do not sell. We do not know the reason clearly. We decided to think about the product value. This paper reviews the product value. We conducted the questionnaire surveys of the value of passenger cars in Japan and China , and collected an empirical data. As a result, we found that the values of product are an important factor. The choices phase makes three judgments (ownership (yes or no), improvement (partial or total), competition (yes or no)). The evaluation phase is found from the results of value questionnaire survey. The sense of values extracts a functional value and a premium value. The choices of esteem value is evaluated with the same result, if the attribute is different. The idea uses the functional idea method and the goal expansion method. The final evaluation is compared in the Life cycle.
