Hande Gül ATASAĞUN, Eren ÖNER, Bekir BOYACI, Ayşe OKUR

UNDERWEAR PURCHASING BEHAVIOR OF TURKISH CONSUMERS AND A QUALITY FUNCTION DEPLOYMENT APPLICATION

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

TÜRK TÜKETİCİLERİN İÇ GİYSİ SATIN ALMA DAVRANIŞLARI VE KALİTE FONKSİYON GÖÇERİMİ UYGULAMASI

Bu çalışmada Türk tüketicilerin iç giyim tercihlerinin ve beklentilerinin belirlenmesi ve bunları etkileyen faktörlerin değerlendirilmesi amaçlanmıştır. Ayrıca, tüketici beklentilerini karşılayan iç giysiler geliştirmek için çeşitli teknik gerekliliklerin önem düzeyini belirlemek amacıyla kalite fonksiyon göçerimi (KFG) tekniği kullanılmıştır. Sonuçlar, cinsiyetin tüketicilerin iç giyim tercihlerinde önemli bir rol oynadığını göstermiştir. Ayrıca, KFG’nin bulguları iç giysi üretiminde en önemli teknik gerekliliğin uygun hammadde seçimi olduğunu ortaya koymuştur. Bu çalışmanın sonuçları, iç giyim üreticileri ve tasarımcılarının tüketici beklentilerini dikkate alarak iç giysi geliştirmelerine yardımcı olacaktır.

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