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Third party consumer agencies such as Consumer Magazine and JD Power play an important role in influencing consumer decisions by providing an unbiased evaluation of competitive vehicle sets. Successful corporations have come to recognize the importance of customer’s voice and implemented processes that integrate voice of the customer into product development cycle before inception product design. On the other hand car manufacturers are under extreme pressure to contain operating cost while delivering high quality products. This more than ever justifies the need for a market oriented research process that helps manufacturers understand how customers perceive their products and focus development efforts in areas that meets customer needs and adds value for the consumers...
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