Application of Quality Function Deployment with Different Consumer Behavior of Generations in Jewelry Sector

The jewelry industry has shown a rapid growth in recent years. There are significant changes in both consumer behavior and the industry itself. It is an undeniable fact that generational differences affect the consumption perception and purchasing behavior of consumers in jewelry. Product design in jewelry is intended to develop, differentiate and design the functional structure of jewelry items according to the consumers' preferences and the needs of the different stages of the life cycle of the jewelry product. In this study, Quality Function Deployment is applied, which aims to satisfy the customer and improve product quality by transforming customer demands into design targets and main quality assurance points to be used during production. Systematic and quantitative use of the relationship between customer demands and engineering features will bring businesses to the target customer satisfaction in the jewelry industry. With this study, an unprecedented research is presented in the literature by taking into account the generation-based consumption behaviors of the customers while applying the QFD analysis.

Keywords: Quality Function Deployment, House of Quality, Consumer behavior, Generations, Customer satisfaction, Jewelry industry, Generational marketing

The jewelry industry has shown a rapid growth in recent years. There are significant changes in both consumer behavior and the industry itself. It is an undeniable fact that generational differences affect the consumption perception and purchasing behavior of consumers in jewelry. Product design in jewelry is intended to develop, differentiate and design the functional structure of jewelry items according to the consumers' preferences and the needs of the different stages of the life cycle of the jewelry product. In this study, Quality Function Deployment is applied, which aims to satisfy the customer and improve product quality by transforming customer demands into design targets and main quality assurance points to be used during production. Systematic and quantitative use of the relationship between customer demands and engineering features will bring businesses to the target customer satisfaction in the jewelry industry. With this study, an unprecedented research is presented in the literature by taking into account the generation-based consumption behaviors of the customers while applying the QFD analysis.

Anahtar Kelimeler: Quality Function Deployment, House of Quality, Consumer behavior, Generations, Customer satisfaction, Jewelry industry, Generational marketing

Çıtır, B., Cebeci, U. & Tuncer, Ö. (2021). Application of Quality Function Deployment with Different Consumer Behavior of Generations in Jewelry Sector. Journal of Current Research on Engineering, Science and Technology, 7 (1), 75-92.