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Measuring Consumer Evaluation of Competing Product Designs

Author

Listed:
  • Dóra Horváth

    (Marketing Department, Budapest University of Economic Sciences and Public Administration H-1093 Budapest, Fővám tér 8, Hungary)

  • András Bauer

    (Marketing Department, Budapest University of Economic Sciences and Public Administration H-1093 Budapest, Fővám tér 8, Hungary)

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.

Suggested Citation

  • Dóra Horváth & András Bauer, 2002. "Measuring Consumer Evaluation of Competing Product Designs," Society and Economy, Akadémiai Kiadó, Hungary, vol. 24(3), pages 381-401, December.
    • Handle: RePEc:aka:soceco:v:24:y:2002:i:3:p:381-401
    Note: The authors would like to express their gratitude to the editors, the anonymous referees and OTKA for funding the research.
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