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.

Driving innovation
Strategy

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...

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