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Asian Journal of Research in Marketing
Year : 2015, Volume : 4, Issue : 2
First page : ( 98) Last page : ( 108)
Online ISSN : 2277-6621.

Quality Function Deployment and New Product Development with a focus on Marketing Mix 4P model

Rahmani Kamaleddina, Emamisaleh Koroshb, Yadegari Rezab

aDepartment of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

bDepartment of Management, East Azarbaijan Science and Research Branch, Islamic Azad University, Tabriz, Iran

Online published on 27 April, 2015.


In order to develop usable products, human needs and requirements have to be taken into consideration. By employing the QFD (Quality Function Deployment) method the human needs are systematically matched with the product characteristics, which can help to improve the product quality. In this paper the use of marketing mix 4p model is suggested to identify customers’ utilities. The results show that product and price can be good predictors of customers’ needs and these activities should be used for input of QFD process. Also the findings illustrate that QFD process is a useful method for new product development. This research get benefit from structural equation method and the sample of this research consist of 15 Iranian companies.



Marketing mix, QFD, NPD.


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