Consumer’s Influence on New Product Development in The Automobile Industry

This study uses qualitative research methods with interpretivism methodology to analysis data collected via interviews. The purpose of this study is to find what customers feel about their involvement in the development of new products in the automobile industry. The interviewees are a good mixer of international students and UK citizens. The research found how all the interviewees wanted to be a part of the development process and did not mind spending some time to help companies develop new products. However the second side to the study looks at it from the view point of the company. The companies have too many more hurdles before they get to make customers to develop cars for themselves. However many other aspects of the purchase of cars were discussed which lead to rather interesting analysis of the data. Topics like car modifications and feature list were discussed to analysis how involved they are in the NPD process