نوع مقاله : استخراج از رساله دکتری
موضوعات
عنوان مقاله English
نویسندگان English
The purpose of the research was the influence of consumers' point of view in the process of new product development in the leather industry. This research is applied and descriptive-analytical in terms of purpose. The research method is qualitative. The statistical population of this research in the qualitative part is 18 academic experts in the field of marketing management, 15 of whom were selected using the snowball sampling method and the theoretical saturation point. The tool for collecting the qualitative part of the information is semi-structured interview and the analysis method of this part is using the data base theory. The data were analyzed in three stages of open, central and selective coding. A total of 93 codes were extracted and explained in the form of six main categories and subcategories. The results showed that the causal factors include (cultural changes; economic developments; competition in the market; technological developments; changes in buyer behavior; competition monitoring); Background conditions include (market research and analysis; identification of consumer needs and expectations; product innovation and design; marketing strategies; supply chain management); Intervening conditions include (direct interaction with consumers; analysis and interpretation of data; design and development according to needs; marketing and communication; management and monitoring of the development process); Strategic factors include (market research and consumer analysis; brand creation and positioning; product innovation and development; supply chain management; development of sales and distribution strategies); The consequences include (consumer satisfaction and loyalty; improved product quality; improved sales and market performance; more optimal strategic decision-making; impact on the brand and its image).
کلیدواژهها English
