Research of product design consumer perception

Rastislav Strhan


Professionals perceive product design as an essential factor in product competitive-ness, especially in international markets. To achieve that, customers and buyers must accept the quality of the offered product design. Especially by mass-produced products are producers facing a lot of customers with limited knowledge about de-sign requirements. Appropriate communication is necessary to persuade potential customers about design quality characteristics. Paper utilizes previously formed cus-tomer classification based on quality perception. It discusses the possibility of apply-ing such classification for product design perception too. Different methods and tools to prove the relevance of the presented model are analyzed to form an optimal mod-el for future research. The result of such research would be the optimization of the use of product design in communication strategy.

Keywords:  Product design, consumer perception, market research, market survey.

JEL Classification:  M31, M39, L15, D11  

DOI: https://0.2478/stcb-2020-0010

Received: 15.6.2020   Accepted: 27.8.2020   Published: 30.9.2020

How to cite this (APA 7th edition):
Strhan, R. (2020). Research of Product Design Consumer Perception. Studia commercialia Bratislavensia: vedecký časopis Obchodnej fakulty Ekonomickej univerzity v Bratislave, 13(3), 56-67.

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ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava

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