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For achieving viable mass customization of products, product configuration is often performed that requires deep understanding on the impact of product features and feature combinations on customers’ purchasing behaviors. Existing literature has been traditionally focused on analyzing the impact of common customer demographics and engineering attributes with discrete choice modeling approaches. This paper aims to expand discrete choice modeling through the incorporation of optional product features, such as customers’ positive or negative comments and their satisfaction ratings of their purchased products, beyond those commonly used attributes. The paper utilizes vehicle as an example to highlight the range of optional features currently underutilized in existing models. First, data analysis techniques are used to identify areas of particular consumer interest in regards to vehicle selection.