Identifying the influence of product design and usage situation on consumer choice

María Jesús Yagüe Guillén and Jaime Romero de la Fuente

This paper analyses consumer perceptions with regard to the suitability of products to anticipated usage contexts, as well as their influence on purchase behaviour.
  

Identifying the Influence of Product Design and Usage Situation on Consumer Choice

Jaime Romero de la Fuente and María Jesús Yagüe GuillénUniversidad Autónoma de Madrid

INTRODUCTION

Since the pioneering work of Sandell in 1968 regarding consumer behaviour there has been a consensus of opinion that purchase and consumption behaviours are a consequence of the interaction of three factors: decision unit features, product attributes and situational characteristics.

The most notable advances in understanding the purchase and consumption process derive from theoretical and empirical literature that has researched the effect of psychosocial dimensions of individuals and of...

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