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Pontifical Catholic University of Rio de Janeiro

1. ANA CAROLINA MOHAMMAD LABRONICI QUADRA. [en] PRODUCT DEVELOPMENT FOR THE JEANS INDUSTRY: A CONJOINT ANALYSIS APPLICATION.

Degree: 2017, Pontifical Catholic University of Rio de Janeiro

[pt] O alinhamento entre produto ofertado e expectativa do cliente é fundamental para a satisfação dos consumidores e afeta diretamente o desempenho empresarial. Logo, orientação para o mercado pressupõe o conhecimento do consumidor como fator fundamental para concepção de produtos e obtenção de resultado. Esta pesquisa utilizou o método de análise conjunta para sugerir produtos ideais para consumidores de calças jeans. Para tanto, foram realizados uma entrevista em profundidade e um grupo foco com executivos da indústria, que identificaram os atributos de produtos mais importantes e seus níveis, sob a ótica da indústria. Uma vez compreendida a percepção dos idealizadores de produto, foi gerado um projeto fatorial fracionado com dezoito produtos para avaliação do mercado. A percepção dos consumidores com relação à cesta de produtos foi coletada por meio de questionários físicos e eletrônicos. A análise dos resultados demonstrou que o atributo mais importante da calça é a cintura e que diferentes segmentos possuem expectativas diferentes com relação à mesma. Enquanto as mulheres preferem cintura alta, os homens preferem cintura média. Observa-se também, o impacto dos avanços tecnológicos em aspectos como elasticidade do tecido, que de uma forma geral é bem aceito pela amostra. Além disso, insights com relação a comprimento de perna e tipo de boca também foram gerados.

[en] The alignment between company offer and client expectations is of paramount importance to customer satisfaction and directly affects company performance. Thus, company orientation towards the marketplace assumes knowledge about customers as a fundamental factor in product development and company achievement. This research applied conjoint analysis to suggest ideal products to jeans consumers. Therefore, an in-depth interview and a focus group were conducted with industry executives, which identified the most relevant product attributes and their levels using under the perspective of the industry. Once the perspective of executives responsible for product development was understood, a fractional factorial design was generated with eighteen products for market evaluation. So, customer s perception about the products was gathered through survey. Output analysis shown waist height as the most important attribute and the different preferences each market segment has about it. While women prefer high waisted jeans, men prefer medium rise jeans. The impact of technologial advances in aspects such as elastic materials was observed and insights regarding leg legth were generated.

Advisors/Committee Members: JORGE FERREIRA DA SILVA.

Subjects/Keywords: [pt] ANALISE CONJUNTA; [en] CONJOINT ANALYSIS; [pt] DESENVOLVIMENTO DE PRODUTOS; [en] PRODUCT DEVELOPMENT; [pt] DESEMPENHO; [en] ACHIEVEMENT; [pt] INDUSTRIA DA MODA; [en] SERVICES MARKETING; [pt] ORIENTACAO PARA MERCADO; [en] CONJOINT ANALYSIS; [pt] CALCA JEANS; [en] JEANS INDUSTRY

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

QUADRA, A. C. M. L. (2017). [en] PRODUCT DEVELOPMENT FOR THE JEANS INDUSTRY: A CONJOINT ANALYSIS APPLICATION. (Thesis). Pontifical Catholic University of Rio de Janeiro. Retrieved from http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=30604

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

QUADRA, ANA CAROLINA MOHAMMAD LABRONICI. “[en] PRODUCT DEVELOPMENT FOR THE JEANS INDUSTRY: A CONJOINT ANALYSIS APPLICATION.” 2017. Thesis, Pontifical Catholic University of Rio de Janeiro. Accessed August 23, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=30604.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

QUADRA, ANA CAROLINA MOHAMMAD LABRONICI. “[en] PRODUCT DEVELOPMENT FOR THE JEANS INDUSTRY: A CONJOINT ANALYSIS APPLICATION.” 2017. Web. 23 Aug 2017.

Vancouver:

QUADRA ACML. [en] PRODUCT DEVELOPMENT FOR THE JEANS INDUSTRY: A CONJOINT ANALYSIS APPLICATION. [Internet] [Thesis]. Pontifical Catholic University of Rio de Janeiro; 2017. [cited 2017 Aug 23]. Available from: http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=30604.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

QUADRA ACML. [en] PRODUCT DEVELOPMENT FOR THE JEANS INDUSTRY: A CONJOINT ANALYSIS APPLICATION. [Thesis]. Pontifical Catholic University of Rio de Janeiro; 2017. Available from: http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=30604

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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