A main feature of quality function deployment (QFD) planning process is to determine target values for the design requirements (DRs) of a product, with a view to achieving a higher level of overall customer satisfaction. However, in real world applications, values of DRs are often discrete instead of continuous. Therefore, a mixed integer linear programming (MILP) model considering discrete data is suggested. As opposed to the existing literature, the fulfilment levels of DRs are assumed to have a piece-wise linear relationship with cost; because, constraints of technology and resource rarely provides a linear relationship in manufacturing systems. In the proposed MILP model, we considered customer satisfaction as the only goal. But, QFD process may be necessary to optimise cost and technical difficulty goals as well as customer satisfaction. Therefore, by developing the MILP model with multi-objective decision making (MODM) approach, a novel mixed integer goal programming (MIGP) model is proposed to optimise these goals simultaneously. Finally, MILP model solution turns out to be a more realistic approach to real applications because piece-wise linear relationship is taken into account. The solution of MIGP model provided different alternative results to decision makers according to usage of the lexicographic goal programming (LGP) approach. The applicability of the proposed models in practice is demonstrated with a washing machine development problem.