The Impact of Product Design on Purchase Intention of Semi-Durable Products

Abstract

In a world of cutthroat competition, consumers have a multiple options in selecting a particular product. Product Design acts as a commanding feature in the product mix. Although product design has been recognized as influencing attribute of a product, little is known as the cognition and affective states of consumers from product design. The study investigates cognition and affective states in semi durable products based on Mehrabian and Russell’s Framework. Cognition and Affective states are internal states developed within an individual in response to a stimulus which lead to a particular response. The states are paramount in developing an intent to purchase within a consumer. Consumers assess and create an opinion about a product based on its product design. Nevertheless, how these judgements of consumers affect purchase decisions is hardly explored. The objective of the present study is to identify how product design leads to cognition and affective states with in a consumer and its influence on purchase intention particularly in semi-durable products. The findings shows the product design of semi- durables has a very strong influence on the cognition and affective states of the consumer.The study implies that consumers judge the product and attach emotions to the product on the basis of product design.The results of this study will be fruitful to the corporate world that focus on product attributes to increase revenue and gain advantage over competition.