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The basic flow we follow in modeling demand for the bike scenario is given in this diagram.
Firstly we calculate a "ValueForMoney" (or attractiveness) score for each product. This variable is based upon the attributes, price, advertising, quality, distribution, and delivery of the product to the segment. By comparing these scores for different products, we arrive at the segment share for each product. (Note that if the firm is attempting to sell multiple products to the same market segment, they will cannibalize each other significantly.)
Then we calculate the weighted average price index, quality index etc for each segment. These averages are used to calculate segment demand and the better they are, the greater the demand generated by the segment.
The product demand is calculated from the its share of the segment demand, as determined by the ratios of the ValueForMoney.
Finally, the total product demand is the sum of all the segment demands for the product.