haku: @indexterm Product design / yhteensä: 279
viite: 232 / 279
| Tekijä: | Bruce, M. Whitehead, M. |
| Otsikko: | Putting design into picture : the role of product design in consumer purchase behaviour. |
| Lehti: | Journal of the Market Research Society
1988 : APR, VOL. 30:2, p. 147-162 |
| Asiasana: | CONSUMER BEHAVIOUR PRODUCT DESIGN MARKETING STRATEGY CONSUMER GOODS |
| Kieli: | eng |
| Tiivistelmä: | The concept of product design is discussed from a marketing perspective. Conventional models of consumer purchase behavior are reviewed in terms of how they take account of the ways which product design affects purchase behavior. A survey of consumer purchase behavior is outlined. The research programme assessed the effects on consumers of different design-based approaches to marketing of three suppliers in the market. Ways of making marketing decisions more effective are demonstrated. The role of product design in consumers' decisions to purchase are examined. Design is discussed as a strategic tool. Opportunities for more conceptual and empirical research are summarized. |
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