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Research of product design consumer perception

Author

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  • Strhan Rastislav

    (University of Economics in Bratislava, Faculty of Commerce, Department of Commodity Science and Quality of Goods, Dolnozemská Rd. 852 35Bratislava, Slovakia)

Abstract

Professionals perceive product design as an essential factor in product competitiveness, especially in international markets. To achieve that, customers and buyers must accept the quality of the offered product design. Especially by mass-produced products are producers facing a lot of customers with limited knowledge about design requirements. Appropriate communication is necessary to persuade potential customers about design quality characteristics. Paper utilizes previously formed customer classification based on quality perception. It discusses the possibility of applying such classification for product design perception too. Different methods and tools to prove the relevance of the presented model are analyzed to form an optimal model for future research. The result of such research would be the optimization of the use of product design in communication strategy.

Suggested Citation

  • Strhan Rastislav, 2020. "Research of product design consumer perception," Studia Commercialia Bratislavensia, Sciendo, vol. 13(45), pages 242-253, September.
    • Handle: RePEc:vrs:stcomb:v:13:y:2020:i:45:p:242-253:n:3
    DOI: 10.2478/stcb-2020-0010
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    More about this item

    Keywords

    Product design; consumer perception; market research; market survey;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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