Abstract: A successful product design satisfies multiple dimensional requirements, such as offering sufficient business returns, complying with various regulatory standards, and the most important, fulfilling customers’ needs and wants. It is the ultimate goal for both industrial designers and marketing managers. Industrial designers need to integrate customer preference into their design, so that their products may be competitive in the market. However, engineering, business and art are distinct academic areas, most education programs or manufacturers cannot address the design issue in a holistic manner. This study aims at analyzing customer preference with brand choice models, so that designers may employee the result of this analysis for product design to promote competitiveness. The research results provide choice probability for different bottle shapes and reveal that customers will most likely choose plastic arts and circle shaped bottles, whereas they like achromatic glass and colored glass bottle most. Moreover, male customers put more attention to perfume selection criteria than females do, and so do customers at age below 35 than those beyond 36. The result may provide industrial designers insight of market feasibility for their product design.