A Study of Consumer Preferences for Customized Product Design
- October 26, 2019
- Posted by: webmosesadmin
- Category: abstract
Endang Retno Wedowati, Moses Laksono Singgih, and I Ketut Gunarta
Segmentation has been frequently used to study individual consumer behavior against its preference. Consumer prefe rences indicate consumer requirements for aproduct. This study aims to analyze consumer prefe rences based on gender segmentation (male and fe male) and age segmentation (adolescents, adults, and elderl y). Consumer prefe rences were studied based on three aspects, namely functionality, usability, and pleasure that are applie d to food products. Respondents consisted of 225 consumers of ice cream products. Crosstab analysis was used to describe consumer preferences, while chi-square test was applied to analyse the difference of consumer preference based on predetermined segmentation. The result showed that there was no significant diff erence for male and female consumer preferences for three aspects. Furthermore, on the attr ibutes of taste (functionality), shape (usability) and appearance (pleasure) there were significant diff erences. Based on the age segmentation there were differences in consumer preferences fo r aspects of functionality and pleasure. Howe ver, we also fo und that there was no signifi cant difference in product attributes of those aspects, except fo r the colour attr ibute. Different consumer preferences obtained in different segments can be used as a reference to customer requirements for design ing customized products. Ultimately, the products can be tailored to consumer prefe rences in each segment.