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

Abstract

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.