MARKETING RESEARCH OF CUSTOMER DEMAND AND FACTORS AFFECTING THE CREATION OF SOFTWARE PRODUCTS

Аннотация

This study explores the factors influencing customer demand in the software industry and the role of marketing research in shaping the development of software products. As the digital landscape evolves, understanding customer needs becomes increasingly complex, with demand driven by a variety of macroeconomic, microeconomic, technological, and regulatory factors. This research employs both quantitative and qualitative research methods, including surveys, interviews, and competitor analysis, to gain insights into customer preferences and market trends. The findings reveal that factors such as economic conditions, technological advancements, and industry-specific requirements significantly influence software demand. Additionally, emerging trends like remote work solutions and cybersecurity are shaping the future of software development. The study also emphasizes the importance of Agile methodologies, specifically Scrum, in managing software development projects and ensuring alignment with customer expectations. The results provide valuable insights for software companies looking to adapt to evolving market conditions, meet customer needs, and maintain a competitive edge. Keywords. Software Demand, Marketing Research, Customer Preferences, Software Development, Agile Methodology, Scrum, Technological Trends, Economic Factors, Competitor Analysis, Software Industry Introduction. In the modern digital landscape, the software industry is a key driver of innovation, transforming industries and altering how businesses operate globally. As the demand for software grows, it is critical for companies to understand not only what customers desire in terms of functionality but also the underlying economic, technological, and social factors influencing these demands. The development of software products represents a complex interaction between technological progress, market trends, regulatory environments, and user expectations. This research seeks to explore the various factors that shape customer demand for software and how companies can conduct marketing research to better align their products with these needs. 76 THEORETICAL ASPECTS IN THE FORMATION OF PEDAGOGICAL SCIENCES International scientific-online conference In recent years, the pace of software development has accelerated, largely driven by advancements in digital solutions such as artificial intelligence, cloud computing, and blockchain. At the core of this transformation is the need to deeply understand customer preferences. However, this is not limited to identifying new applications or systems but extends to understanding broader industry trends, macroeconomic factors, and specific business requirements. This multifaceted approach to demand analysis is essential for software developers and strategists to stay competitive in an increasingly complex market. The information and communication technology (ICT) sector, particularly in emerging economies like Uzbekistan, is undergoing rapid growth. The growing emphasis on high-tech production, digital transformation, and the increasing number of start-up projects is indicative of the evolving software market. This research examines the role of customer demand in software development and the essential marketing research methods that allow companies to anticipate market changes and ensure long-term success. Methods. To understand the factors affecting software demand, a comprehensive research approach was utilized, combining both quantitative and qualitative techniques. The research methods included: 1. Quantitative Research: Surveys, statistical analysis, and market data were employed to understand the demand for various types of software, including custom-built solutions, Software-as-a-Service (SaaS), and mobile applications. Data on consumer preferences and industry-specific requirements, such as healthcare (e.g., Electronic Health Record systems) and retail (e.g., e-commerce platforms), was also collected to gauge market trends. 2. Qualitative Research: Interviews with industry experts, software developers, and customers were conducted to gain deeper insights into consumer needs and challenges. Focus groups provided additional qualitative data on how customers perceive software products, what features are most valued, and what barriers they face in adoption. 3. Competitor Analysis: An analysis of competing software companies helped identify market leaders, emerging trends, and potential gaps in the market. By comparing products, services, and marketing strategies, companies can better understand how to position themselves within the competitive landscape. 4. Trend Analysis: Emerging trends in technology and customer behavior were studied, with particular attention to the rise of remote work solutions, 77 THEORETICAL ASPECTS IN THE FORMATION OF PEDAGOGICAL SCIENCES International scientific-online conference cybersecurity needs, and the growing importance of user experience (UX) in software products. This analysi