ABSTRACT

A Study on Product Purchase and Design Elements

Jin, Nae Hyun

Dept. of Business Administration

Graduate School of Chung - Ang University

Academic Advisor Dr. Choi, In Hyok

The primary purpose of this study are ① to bring needed attention to the subject of product design, ② to provide a more systematic approach to the study of design issues and to facilitate the undertaking of empirical work on product design, ③ to find that preferences of products are different according to dimension of product involvement and ④ to present, as the results of the study, the practical implication for establishment and execution of businesses marketing strategies.

In order to verify the established hypotheses for measuring the elements of design, questionnaire was made for university students.

The established hypotheses were verified by Factor Analysis and ANOVA using Spss 7.5 statistic package. Reliability and validity assessments were also performed on the various measures in the study.

First, it was found that marketers attempting to use design as a strategic tool must be prepared to adapt designs as situations change. Therefore, it is possible to expand good image of product through design.

Second, as a result of studying this topic, we find that evaluation system is very important to know consumer activity and buying intention.

Third, design preference is different in product categories .

It was found that design is very effective as a new marketing strategic tools, because the form or exterior appearance of a product is important as a means of communicating information to consumers.

Although many goods are quickly discarded, the aesthetic characteristics of more durable products can have an impact for years in users and non-users a like as products become part of the sensory environment.