Hızlı tüketim ürünleri şirketlerinde tasarımla ilgili karar kriterlerinin ve karar verme hiyerarşisinin anlaşılması

In this study, we will explore at which level the design decisions are taken in Fast Moving Consumer Goods (FMCG) companies in Turkey and what criteria are used for design decision making. Within this framework, we will do a qualitative study covering both local Turkish FMCG companies and also the multinational FMCG companies which are operating in Turkey. We will try to discover who decision makers are and we will try to understand which criteria they are using for design related decision making process. The introduction section will highlight the background of this study especially by explaining the relationship between the thesis scope and the academical and professional frame of the author. We will also describe boundaries of FMCG industry and we will see the common marketing practices in FMCG. This section will also aim to express the genesis of the functional diversity within the companies, which will mirror the integration of design to marketing and management processes. Since we aim to reach design oriented decision makers of FMCG companies and to learn about the internal hierarchy for the design decisions, first we start with a literature study to understand some key notions concerning design and design management. We will try to lighten the design decision notion and the roots and role of brand management for design decisions within FMCG companies. We will perform a comprehensive qualitative study within face-to-face depth interview method to have a clear understanding of thesis questions within the selected FMCG companies. Hereby, first we will explain the rational behind selecting the suitable companies and suitable management positions of these companies for our research. We will examine qualitative research technique and in-depth interview technique to lay a more tangible groundwork for our research method. We will make visible the research design process and also how the interview structure and the interview discussion guide designed. Last chapter of this thesis is dedicated for the findings and conclusions of the study. Here, we will first submit the detailed report of our qualitative study under sub-titles of each main research question. Then after we will present a conclusion and finally we will discuss the opportunities for further academical researches. Keywords: design management, design decisions, design decision making, design in FMCG companies, design and marketing, design and brand management