Customer-oriented New Product Design using Means-end Theory : A Case Study of a Fashion Design T-shirt

Abstract

This action research applied a means-end theory as a frameto explore customer’s preference on product attributes, benefitsand value that drive purchasing decision in order to utilize themarket information in design and development of new productsto meet customer expectation. A case study of a new fashiondesign T-shirt brand namely “COMMON-T” by local Thai designerwas selected. Style, design, price, and brand name arefound as preferred attributes that lead to purchasing decision. Mix & Matchable feature, uniqueness, cost-worthiness, and beingThai brand are perceived as benefits that serve customers’value of satisfaction, belongingness, and self fulfillment. Understandingthese customers’ insight, the designer attempts to emphasizeon building a brand identity and offer the most-up-todatetrend T-shirt at an affordable price. Positioning itself asthe Thai designer brand whose products offer global standardquality not only allows COMMON – T to differentiate itselffrom counterfeiters, but is also a key to accomplishment.