Understanding Consumer Knowledge of Product, M.Sc. Thesis Sharif University of Technology ; Modares Yazdi, Abdolhamid (Supervisor)
Abstract
Human beings have always been tried to make new, innovative things to benefit from. The new things have been improved from a wheel to a smart car and the benefits have been improved from survival to survival plus fitness, happiness, sense of belonging, security and etc. Companies which have been following the human nature, and thinking of new, innovative products and consumers’ benefits cohesively, could gain competitive advantages. But the process of new product development has always been costly and due to the high failure rate it is risky. One of the main challenges in NPD projects is understanding consumer's behavior. Most companies try to identify consumer's needs by knowledge...
Cataloging briefUnderstanding Consumer Knowledge of Product, M.Sc. Thesis Sharif University of Technology ; Modares Yazdi, Abdolhamid (Supervisor)
Abstract
Human beings have always been tried to make new, innovative things to benefit from. The new things have been improved from a wheel to a smart car and the benefits have been improved from survival to survival plus fitness, happiness, sense of belonging, security and etc. Companies which have been following the human nature, and thinking of new, innovative products and consumers’ benefits cohesively, could gain competitive advantages. But the process of new product development has always been costly and due to the high failure rate it is risky. One of the main challenges in NPD projects is understanding consumer's behavior. Most companies try to identify consumer's needs by knowledge...
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