Processes of product adaptation for meeting local market needs | |
| Author | Vadiraj, Hebli Sneha |
| Call Number | AIT RSPR no.SM-07-61 |
| Subject(s) | New products Consumer behavior |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | Consumer behavior is more unpredictable in the international market than in the domestic market and hence understanding it in the international context is imperative. In international marketing, it has to be understood that a product which is successful in one country need not necessarily be successful elsewhere. Thus, the product attributes should take into account the local needs and tastes as most of the products lack a universal appeal. The philosophy behind developing a successful product is creating a high quality information channel directly between the customers in the target market and the product developers. The process of identifying customers' needs is an integral part of the product development process, since needs are generally expressed in the 'language of the customers' providing little specific guidance about designing and engineering the product. The effectiveness of the QFD method is analyzed by using techniques like questionnaire and ethnographic survey to understand the buying behavior of the Thais regarding washing machines. A cluster analysis of the sample population has been performed giving an insight to the washing machine manufacturers regarding the various market segments in the Thai market and recommendations to companies on the necessary steps to be taken for the adaptation process. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Kauranen, Ilkka;Islam, Nazrul; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |