Measuring Consumer Evaluation of Competing Product Designs
Measuring Consumer Evaluation of Competing Product Designs
Author(s): Dóra Horváth, András BauerSubject(s): Economy, Marketing / Advertising
Published by: Akadémiai Kiadó
Keywords: product design; mobile telephones; design-related consumer responses / consumer evaluations of design; product management; mobile telephones;
Summary/Abstract: Based on both marketing and applied art approaches to industrial design, a two-phase study was conducted which measured consumer evaluations of competing product designs. Study 1 has proved that product design determines consumer-preference formation in choice situations: consumers consistently attach meanings to distinctive designs and preference for a given product design even lowers price sensitivity. Study 2 has shown that the characteristics of product design determine consumer evaluations.
Journal: Society and Economy. In Central and Eastern Europe ǀ Journal of the Corvinus University of Budapest
- Issue Year: 24/2002
- Issue No: 3
- Page Range: 381-401
- Page Count: 21
- Language: English
