Bu çalışmada Türk tüketicilerin iç giyim tercihlerinin ve beklentilerinin belirlenmesi ve bunları etkileyen faktörlerin

In this study, it was aimed to determine the underwear preferences and expectations of Turkish consumers and toevaluate the factors affecting them. In addition, the quality function deployment (QFD) technique was used to establish theimportance level of various technical requirements in order to develop underwear which satisfied consumer expectations. The resultsindicated that gender played an essential role in consumers’ underwear preferences. Furthermore, the findings of QFD revealed thatthe most important technical requirement in underwear production was the selection of appropriate raw material. The results of thisstudy will help underwear manufacturers and designers to develop underwear taking into account consumer expectations.