Customer focused approach and market research in the process of new product development (an example implementation in the furniture sector of Sakarya province)

Increasing intense competition in the globalizing world markets has shown that businesses are able to sustain their assets by enabling their customers to be satisfied. Firms that are capable of presenting their products before their competitors will be successful in today's competitive environment by determining the customers' requests and anticipations in the fastest and most accurate manner and reflecting these information to the product development process as soon as possible. Furniture, which is one of the indispensables of everyday life, has been influenced by different fashion trends throughout the history of mankind and has been diversified in terms of design and functionality. According to 2017 data received from Statistical Agency of Turkey, approximately 60% of people across Turkey spend 1-3 hours and approximately 30% of them spend 4-6 hours watching television every day. TV room and TV set concepts have emerged in virtue of television which has an important place in the lives of consumers. Research has been conducted on the new product development process in the Furniture Sector, as well as in other different sectors. Herewith, significant results have been achieved. In this study, unlike in other studies, TV rooms, the design of TV sets and their features will be the focal point. During the planning phase; the establishment of the design team, determination of the design purpose, determination of design eligibility, determination of the target customers, determination of the customer requests and needs, creation and implementation of the questionnaire, placement of the customer requests and application steps will be studied. In this research, a unique design will be created in accordance with the demands of the consumers and the ways to go further in design and technology in the furniture sector will be investigated.