Customer-oriented New Product Design using Means-end Theory : A Case Study of a Fashion Design T-shirt

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Fashion Marketing / 3권 / 4호 / 187 ~ 192페이지
· 저자명 : Phallapa Petison, Songwut Thongthou, Kanittha Lekmoung

초록

This action research applied a means-end theory as a frameto explore customer’s preference on product attributes, benefitsand value that drive purchasing decision in order to utilize themarket information in design and development of new productsto meet customer expectation. A case study of a new fashiondesign T-shirt brand namely “COMMON-T” by local Thai designerwas selected. Style, design, price, and brand name arefound as preferred attributes that lead to purchasing decision.
Mix & Matchable feature, uniqueness, cost-worthiness, and beingThai brand are perceived as benefits that serve customers’value of satisfaction, belongingness, and self fulfillment. Understandingthese customers’ insight, the designer attempts to emphasizeon building a brand identity and offer the most-up-todatetrend T-shirt at an affordable price. Positioning itself asthe Thai designer brand whose products offer global standardquality not only allows COMMON – T to differentiate itselffrom counterfeiters, but is also a key to accomplishment.

참고자료

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