CONSUMER HOUSE OF QUALITY MATRIX FOR SHOPPING DECISION MAKING PROCESS.

The purpose of this study is to present the new method where the house of quality is crucial tool which helps customers in shopping decision making process. The suggested method is based on the combination of customer marketing mix 4C and the house of quality. The quality function deployment method called house of quality is an effective tool that allows companies to tailor their products and services according to customers` needs. The customer satisfaction with the product or service plays a significant role in this method. The main target of companies is to achieve their long-term trust by creating products and supplying services that fulfil customer requirements and exceed their expectations. Thanks to this procedure companies are able to maximize their profit. However customers can also take an advantage of using the house of quality method for their utility maximization. In shopping decision making process customers try to choose the most suitable product. However, it is often extremely complicated for customers to select the product that optimally satisfy their needs because of a vast number of factors that have to be taken into account. The suggested method in this study allows customers to effectively identify the most important attributes of requested product. Using this method customers are able to select the product with such characteristics which maximize their utility. The suggested method based on the powerful quality function deployment tool and the customer marketing mix allows consumers to convert their vague requirements for specific measurable technical attributes of the product and so the new presented method has the great impact on consumer decision making process in the act of shopping. [ABSTRACT FROM AUTHOR]