Consumer Preference

To use or not to use

Consumer preference for new products is an issue in buying,
using as well as in non-using/discarding of products. Knowledge
about consumer preference can enhance the quality of product
development. Until recently, consumers linked product
preferences mainly to product functionality.

Emotion and function

Nowadays, preferences are believed to be linked to product
experience/emotions as well: in addition to functional demands,
products must fit consumer demands such as emotions and
individuality of persons. In addition, designers/manufacturers are
not only confronted with the wider scope of consumer
preferences but also with the increased technological
possibilities that can be used to include new functionalities in
products. In many cases these new functionalities are not or only
partly expressed through product form.

When launching a product, knowledge

about what consumers like and dislike
about products is essential

Consumer preferences
Consumers product preferences are based on expectations about the functional and experiential benefits of a new product.
It is important that consumers form realistic (new) product expectations. However, consumers have limited knowledge and
experience with new products what in many cases leads to unrealistic expectations. Unrealistic product expectations may
lead to product dissatisfaction and to premature product disposal, or to rejecting the product (concept) in the first place. In
the case of new products the -often unrealistic - expectations are based mainly on what the product itself "tells" the
consumer.

Communicating product functionalities

Therefore, an important research question is how new products may trigger realistic consumer expectations. In this subprogramme we focus on the product expectations that consumers form when they are confronted with new products or
product concepts. Questions will be addressed about the specific relation between new product expectations and the
functional and form aspects of the new product, and about the relation between new product expectations and preference.
Attention is given to the development of product preferences during the process of new product use.

Gaining knowledge on consumer choice

The challenge of the subprogramme is to enhance the knowledge about expectations and preferences of consumers during
the process of buying and using a new product. This knowledge may be used to design products that can mediate between
technological possibilities and increasing consumer demands, and to develop tools to assess realistic consumer expectations
about new products.

Naam auteur: Internet M&C

http://www.io.tudelft.nl/en/research/oud/projecten/design-theory-and-support/product-functionalityexperience-pfe/consumer-preference/