Customer requirement management has become one of the principal factors for product development to succeed in the market place. Product is the most important element in the marketing mix. It provides the functional requirements sought by customers. The television market in India is graduating from the cathode ray (CRT) television to LED (light emitting diode) television. The technology applied television creates new needs even as they serve others. The Kano model is a better tool for determination of customer requirements for new product development and innovation. The Kano model has been applied for multiple new product design and innovation for compliance with customer needs with respect to customer satisfaction. The objective of the present study was to measure product requirements from customers' perspectives for product development and thereby to achieve a competitive advantage in the LED television market. The study was based on primary data collected from 150 sample respondents (drawn by using the random sampling method) who were the users of LED television, irrespective of the brand of television. The positive customer satisfaction coefficient on the feature : clear motion rate brought more than proportional satisfaction. The quality improvement index brought out the key product features that could be incorporated in designing LED television to gain a competitive advantage in the LED television market.

1. Bottani, E., & Rizi, A., (2006) Strategic management of logistics service: A Fuzzy QFD approach. International Journal of Production Economics, 103 (2), 585-599. doi:10.1016/j.ijpe.2005.11.006
2. Browing, T.R., Fricke, E., & Negele, H. (2006). Key concepts in modelling product development processes. Systems Engineering, 9 (2), 104-128.
3. Drechsler, W., Natter, M., & Leeflang, P. S. H. (2013). Improving marketing's contribution to new product development. Journal of Product Innovation Management, 30 (2), 298-315.
4. Fain, N., Kline, M., & Duhovnik, J. (2011). Integrating R&D and marketing in new product development. Journal of Mechanical Engineering, 56 (7 - 8), 513 - 522.
5. Fujita, K., & Matsuo, T. (2006). Survey and analysis of utilization of tools and methods in product development. Trans Japanese Soc Mech Eng Ser ,72 (713), 290 -297.
6. Garibay, C., Gutierrez, H., & Figueroa, A. (2010). Evaluation of a digital library by means of quality function deployment (QFD) and the Kano model. The Journal of Academic Librarianship, 36 (2),125-132. doi:10.1016/j.acalib.2010.01.002
7. Griffin, A. & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12 (1), 1-27.
8. Hanan, M., & Karp, P. (1989). Customer satisfaction : How to maximize, measure and market your company's ultimate product. New York : American Management Association.
9. Hari, A., Kasser, J.E., & Weiss, M.P. (2007). How lessons learned from using QFD led to the evolution of a process for creating quality requirements for complex systems. Systems Engineering, 10(1),45-63. DOI: 10.1002/sys.20065
10. Hashim, A. M. , & Dawal, S. Z. (2009). Kano Model and QFD integration approach for ergonomic design improvement. Procedia - Social and Behavioral Sciences, 57(9),22-32. doi:10.1016/j.sbspro.2012.09.1153
11. Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13, 283-296.
12. Juyal, S. M. (2013). Effect of demographic factors on consumer buying behaviour of durable goods. Indian Journal of Marketing, 43(12), 24 -33.
13. Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. Hinshitsu: The Journal of Japanese Society for Quality Control, 14 (2),39-48.
14. Kar, S. K., & Bhoi, M. (2014). Used durables and online buying: An attitudinal study of Indian youth. Indian Journal of Marketing, 44 (7), 30 -47.
15. Kelsey, K.D., & Bond, J.A. (2001). A model for measuring customer satisfaction within an academic centre of excellence. Managing Service Quality : An International Journal, 11 (5), 359 - 368.
16. Kobayashi, H., (2006). A systematic approach to eco-innovative product design based on life cycle planning. Advanced Engineering Informatics, 20 (2), 113-125. doi:10.1016/j.aei.2005.11.002
17. Kondo, Y. (2001). Customer satisfaction: How can I measure it? Total Quality Management, 12 (7-8), 867 - 872.
18. Kurt, M., & Hinterhuber, H.H. (1998). How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment. Technovation, 18 (1), 25 - 38. doi:10.1016/S0166-4972(97)00072-2
19. Lancaster, G., & Massigham, L. (1994). The essentials of marketing: Text and cases. Hong Kong : McGraw-Hill.
20. McKay, A., dePennington, A., & Baxter, J. (2001). Requirements management: A representation scheme for product. Computer-Aided Design, 33 (7), 511-520.
21. Nikolaos, T., Hultink, E.J., & Susan, H. (2004). Navigating the new product development process. Journal of Industrial Marketing Management, 33 (7),619-626.
22. Patrick, J. (1997). How to develop successful new products. Chicago, IL : NTC Pavitt.
23. Poel, I.V.D. (2007). Methodological problems in QFD and directions for future development. Research in Engineering Design, 18 (1), 21-36.
24. Shahin, A. (2003). Integration of FMEA and the Kano model : An exploratory examination. International Journal of Quality and Reliability Management, 21 (7), 731-746.
25. Tseng, M., & Piller, F.T. (2003). The customer centric enterprise: Advances in mass customization and personalization. New York : Springer Verlag.
26. Witell, L., & Lofgren, M. (2007). Classification of service quality attribute. Managing Service Quality : An International Journal, 17(1), 54 - 73. DOI : <a href=http://dx.doi.org/10.1108/09604520710720674 target="_blank">http://dx.doi.org/10.1108/09604520710720674</a>