8º Congresso Brasileiro de Pesquisa e Desenvolvimento em Design
Centro Universitário SENAC — São Paulo (SP)
Outubro/2008
A Abordagem do Modelo da Cadeia Meios-fim para o Desenvolvimento de Produtos de Moda
A Means-end Chain Model Approach for Fashion Product Development
Como citar
Resumo
O objetivo deste estudo foi testar uma ferramenta metodológica apta a dar suporte à tomada de decisão de equipes de desenvolvimento de produtos. A abordagem considerou três principais interessados: Consumidores, Designers e Empresas. Análises qualitativas e quantitativas foram realizadas, tendo como base dados primários coletados no Reino Unido, Brasil e China. O modelo da Cadeia Meios-Fim de Gutman (1982), composto por Atributos, Benefícios e Valores foi utilizado. Os resultados demonstraram que Designers e Empresas estão distantes de atingir uma sinergia com Consumidores. O modelo utilizado demonstrou efetividade no processo de tomada de decisão em design de moda.
Design de Moda, Gestão do Design, Métodos de Pesquisa
Abstract
The main aim of this study is to find a methodological tool able to support product development decision-making teams. The approach considers three main stakeholders: consumers, designers and companies. Qualitative and quantitative analyses were carried out based on primary data gathered in the UK, Brazil and China. The Gutman’s Means-End Chain Model (1982), comprised of Attributes, Consequences and Values, was used for the analyses. The results demonstrate that designers and companies are far from achieving synergy with consumers. The Means-End Model blending stakeholder interests seems to be an effective tool to support the decision-making process in fashion design.
Fashion Design, Design Management, Research Methods
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