Identification and Analysis of Influential Drivers for Future Consumer Behavior Analysis in the Development Stages of New Leather Products
Subject Areas : Marketing
Meisam Masoumi
1
,
Alireza Rousta
2
*
,
ahmad askari
3
1 - Department of Business Management, Ki.C., Islamic Azad University, Kish , Iran
2 - Department of Business Management, ShQ.C., Islamic Azad University,Shahr-e Qods , Iran
3 - Department of Bussiness Management , Lam.C., Islamic Azad University , Lamerd, Iran
Keywords: Driver, New Product Development, Consumer Behavior, Dorsa Leather.,
Abstract :
Background: The leather industry, regarded as one of the oldest and most dynamic sectors, has consistently experienced significant changes and transformations in consumer preferences, emerging technologies, and environmental regulations. A comprehensive understanding of the driving forces that influence consumer behavior analysis can significantly contribute to the development of innovative products and the refinement of marketing strategies within this sector.
Objective: The primary objective of this study is to identify and analyze the critical drivers affecting consumer behavior during the development stages of new leather products. By furnishing innovative insights grounded in empirical data, the research aims to optimize the product development processes within this industry and enhance responsiveness to the ever-evolving market demands.
Methodology: This study is an applied research endeavor employing a post-positivist paradigm, utilizing fuzzy Delphi methods for the screening of driving forces and the Marcus method for their prioritization. Data were collected through interviews with ten senior executives from the DarSa leather brand (employing purposive sampling) and a thorough literature review. In the initial phase, 22 driving forces were identified, which were subsequently screened using the fuzzy Delphi method, leading to the final selection of 9 key drivers.
Findings: The research findings reveal that the selected driving forces encompass shifts in consumer preferences, advancements in production technologies, environmental sustainability considerations, and brand social responsibility. These forces exert a profound and direct influence on the new product development processes in the leather industry, necessitating their incorporation into the strategic planning and development of new products to better align with market requirements.
Conclusion: This study effectively identifies and prioritizes the key drivers that impact consumer behavior and the development of new leather products. In light of the findings, it is recommended that leather manufacturers pay meticulous attention to market dynamics and fluctuations in consumer preferences, leveraging novel technologies as essential tools for fostering product innovation.
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