Alignment of washing machine features with user expectations: A Market and customer expectation analysis

This thesis aims to examine the extent to which washing machines in the Turkish market align with user expectations and needs. Washing machines have been among the most essential and fundamental household appliances from past to present. The historical development of this ubiquitous product has been shaped by user expectations and certain market needs. In addition to user requirements, factors such as social, geographical, and technological advancements have also contributed to the evolution of washing machines and the modifications in their specifications. Key questions that need to be addressed include how users perceive certain features introduced to the market as a result of Research and Develepment (R&D) and Product Development (PD) efforts, whether these products genuinely fulfill user needs, and what the core expectations of users are. Analyzing these questions and designing product development processes accordingly is crucial for ensuring that products launched in the market meet potential user satisfaction. To achieve this, the thesis employs various research methods. Initially, products from the most prominent brands in the market were reviewed, and their features were analyzed. To assess user reactions to existing products, user comments posted on online platforms following purchase experiences were examined. By analyzing these reviews, the study aimed to identify which features users were satisfied with and which they were not. Subsequently, interviews were conducted with users to discuss their washing machine and laundry experiences, independent of specific brands or models. This empirical work was supported by a literature review to synthesize findings and draw comprehensive conclusions.