The Importance of Customer Participation In Decisions for New Product Development in Furniture Sector: A Study on Office Furniture

Year 2020, , 445 - 470, 31.05.2020

Burak Demir , İpek Kazançoğlu

https://doi.org/10.29023/alanyaakademik.691434

Cited By: 3

Abstract

The aim of this study is to semtinize the process from the idea, design, project evaluation, testing to the launch process of classic, functional, luxury, aesthetic looking office furniture that have been modernized according to various customer requests and needs, to examine how these steps go along with customer participation and solutions. Qualitative research method was used one of the qualitative research methods Sample selection was carried out by the snowball sampling technique, which is a non-random method. Face to face interview method was applied with office furniture companies operating in İzmir Karabağlar province. Descriptive analysis method was used in the analysis of research data. According to the findings, it was emphasized that customer participation is important in the process of developing new products and it was concluded that the level of participation is most common during the idea and launch process. Due to the scarcity of research done within the scope of B2B marketing, it is planned to bring a different perspective to the literature in the context ofnew product development, especially in the business relationships realized in the light of customer needs.

Keywords

New Product Development, Furniture Industry, Office Furniture, Customer Participation, B2B Marketing

Mobilya Sektöründe Yeni Ürün Geliştirme Kararlarında Müşteri Katılımının Önemi: Ofis Mobilyaları Üzerinde Bir Çalışma

Abstract

Bu çalışmanın amacı çeşitli müşteri istek ve ihtiyaçlarına göre modernize edilmiş klasik, fonksiyonel, lüks, estetik görünümlü ofis mobilyalarının fikir, tasarım, proje değerlendirme, test gibi aşamalarından lansman sürecine kadar olan yeni ürün geliştirme adımlarının müşteri katılımı ve çözümleriyle birlikte nasıl yol aldığını irdelemektir. Nitel araştırma yöntemlerinden kalitatif araştırma yöntemi kullanılmıştır. Örneklem seçimi tesadüfi olmayan yöntemlerden kartopu örneklem tekniği ile gerçekleştirilmiştir. İzmir Karabağlar ilinde faaliyet gösteren ofis mobilyaları şirketleri ile yüz yüze görüşme yöntemi uygulanmıştır. Araştırma verilerinin analizinde, betimsel analiz yöntemi kullanılmıştır. Bulgulara göre müşteri katılımının yeni ürün geliştirme sürecinde önemli olduğu vurgulanmış, katılım seviyesinin en çok fikir ve lansman sürecinde ortaya çıktığı sonucuna ulaşılmıştır. B2B pazarlama kapsamında yapılan araştırmaların azlığı sebebiyle özellikle müşteri ihtiyaçları ışığında gerçekleştirilen iş ilişkileri, yeni ürün geliştirme bağlamında literatüre farklı bir bakış açısı kazandırması planlanmaktadır.

Keywords

Yeni Ürün Geliştirme, Mobiya Sektörü, Ofis Mobilyaları, Müşteri Katılımı, B2B Pazarlama, New Product Development, Furniture Industry, Office Furniture, Customer Participation, B2B Marketing

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