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Abstract

The New Product Development Process (Kotler, 1984) is the model for a concept test of customized patterns. Customized patterns are an improvement over commercial patterns through computer-aided design technology. This study surveys fabric retailers to assess reactions to marketing techniques and concerns related to the introduction of customized patterns. A questionnaire, completed by 45 selected fabric retailers, measured reaction to customized patterns and predictions of customer reactions to price, methods of processing orders, advantages and disadvantages, and interest in customized patterns. Within-subjects repeated measures MANOVA and difference contrast t-tests were used to analyze the data. An overall favorable reaction to customized patterns exists. Suggestions are presented for the New Product Development Process for customized patterns.

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New Product Development: Testing the Concept of Customized Patterns

Abstract

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