ASSESSING THE VOICE OF THE CUSTOMER FOR A SUSTAINABLE CLEANING PRODUCT USING THE HWWP-DDDI MODEL

Sabina POTRA, Arash SHAHIN, Lavinia BOGDANOVICI, Bristena NISTOR, Velimir RADLOVACKI

Abstract


In a marketplace where educated customers seek qualitative products and responsible providers of value, where sustainability is appreciated and desired but not enough promoted, managers need to apply the theory of attractive quality to better assess the voice of their customers. The current paper aims to prove that new models can offer relevant information for decision making. Thus, for the case study of a global company which launches a cleaning product made of probiotics for the Romanian market segment, 18 potential features have been delimited, a Kano and importance questionnaire has been built and applied on 98 respondents to identify the sustainable characteristics appreciated by consumers. Based on this data, the HWWP-DDDI model has been built and relevant strategic discussions have been delineated.

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References


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