Cómo el proceso del diseño de producto de una empresa de juguetes como LEGO incide en la fidelización de sus clientes a lo largo del tiempo : Proyecto de Grado

Abstract

The design of a product is a key factor to make a customer feel satisfied with the product and, as time goes by, build loyalty with them. Each company has different innovation methods, these vary depending on the public they want to reach and the company's mission. It should be noted that in order to achieve loyalty there is a need for a process that requires both marketing and design. This research seeks to understand how this process in a toy company such as LEGO affects customer loyalty over time. To achieve this, the process was started by analyzing LEGO toys through the study of the design of their products. In addition, the strategies used, the patterns in their designs and the relationship that exists between them, and their permanence in the market were identified and recognized. To demonstrate and validate what was found in the research, patterns and their general relationships in society were pointed out according to the background research of this project. The use of a quantitative methodology allowed analyzing the importance for a company to maintain the current trends in its sales. This research demonstrated through the work of a company like LEGO, and through history, how it has managed to maintain customer loyalty while continuing to grow in the market