THE INFLUENCE OF CUSTOMER EXPECTATIONS ON PRODUCT DEVELOPMENT
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THE INFLUENCE OF CUSTOMER EXPECTATIONS ON PRODUCT DEVELOPMENT
This study examined the influence of customer expectations on product development with objectives to identify how customer expectations shape product features, determine the impact of expectations on product lifecycle, and evaluate the role of expectations in product success. A survey research design was justified for its ability to gather detailed and quantifiable data from a significant number of respondents, providing comprehensive insights. Using Taro Yamane’s formula, a sample size of 350 respondents was selected from the automotive manufacturing sector in Ogun State. The survey instrument demonstrated a reliability coefficient score of 0.88, indicating strong reliability. Findings indicated that aligning product development with customer expectations leads to higher product acceptance and market success. The study recommended that companies should continuously engage with customers to understand their evolving expectations and integrate these insights into their product development processes to ensure market relevance and success.
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