The importance of product aspects in choice: the influence of demographic characteristics

Abstract

Purpose

A focus on product aspects that are most important to target consumers helps communicating product advantage to consumers, both in product design and in marketing. In previous studies, relations between the importance of functional and expressive product aspects and gender, age and social class have been indicated. However, knowledge of the relation of demographic variables to more specific product aspects is more informative for product development and marketing purposes. The purpose of this paper is to provide an insight into the relative importance of product aspects for different consumer groups as important information for product development and marketing. This study seeks to identify relations between gender, age, education and income, and the importance of aesthetic aspects, symbolic aspects, functionalities, ease of use and quality in buying a product.

Design/methodology/approach

Consumers (n=247) covering a range in age, gender, education and income, indicated the importance of several product aspects in the purchase decision for ten differentiated product categories. Next to relations between demographic variables and product aspect importances, the influence of social significance of the product category on these relations was assessed.

Findings

A number of significant relations between age, gender, education and income and the importance of aesthetic and symbolic aspects, functionalities, ease of use and quality in making a purchase decision have been found.

Originality/value

Relationships of several demographic variables with more specific product aspects – namely aesthetic, symbolic, functionalities, ease of use and quality – have been identified. Knowledge of these relations will help companies to better adjust their products and marketing efforts to fit consumer preferences.

Citation

Creusen, M.E.H. (2010), "The importance of product aspects in choice: the influence of demographic characteristics", Journal of Consumer Marketing, Vol. 27 No. 1, pp. 26-34. https://doi.org/10.1108/07363761011012921