An Investigation on the Impact of Product Design on Consumers’ Attitudinal and Behavioural Brand Loyalty: An Empirical Study

Öz

The study examined how participants' opinions of new product design influence attitudinal and behavioural brand loyalty. An analysis was performed on 451 data sets obtained by survey methodology and convenience sampling. Initially, descriptive analyses were performed to ascertain the demographic features of the subjects. The data collected in the study were analysed utilising the SPSS (Statistical Package for Social Sciences) for Windows version 25.0 software. The study included simple and multiple linear regression, t-tests, and one-way analysis of variance. 96% of participants indicated that automotive design is significant. The study's results indicate a notable inclination towards luxury brands in customers' automotive preferences. All hypotheses of the study were validated. Consequently, new product design exerts a favourable influence on both attitudinal and behavioural brand loyalty. Furthermore, attitudinal brand loyalty influences behavioural brand loyalty. The findings indicate that educational attainment and gender significantly influence product design and its sub-dimensions. Future studies should investigate the same problem across several sectors utilising qualitative methodologies.

Anahtar Kelimeler

• Design
• Behavioural Brand Loyalty
• Attitudinal Brand Loyalty
• Brand Loyalty
• New Product Design.

AN INVESTIGATION ON THE IMPACT OF PRODUCT DESIGN ON CONSUMERS’ ATTITUDINAL AND BEHAVIOURAL BRAND LOYALTY: AN EMPIRICAL STUDY

Öz

Yapılan araştırmada katılımcıların yeni ürün tasarımı ile ilgili algılarının tutumsal ve davranışsal marka sadakatine etkisi araştırılmıştır. Anket tekniği ve kolayda örnekleme ile elde edilmiş 451 veri seti üzerinden analiz yapılmıştır. Öncelikle katılımcıların demografik özelliklerini belirlemeye yönelik tanımlayıcı analizler gerçekleştirilmiştir. Araştırmada elde edilen veriler SPSS (Statistical Package for Social Sciences) for Windows 25.0 programı kullanılarak analiz edilmiştir. Araştırmada basit ve çoklu doğrusal regresyon, t testi ve tek yönlü varyans analizi yapılmıştır. Katılımcıların %96’sı otomobil tasarımının önemli olduğunu ifade etmiştir. Araştırma sonuçları, tüketicilerin otomobil tercihlerinde belirgin bir premium marka eğilimi olduğunu göstermektedir. Araştırmanın tüm hipotezleri kabul edilmiştir. Buna göre; yeni ürün tasarımının tutumsal ve davranışsal marka sadakati üzerinde olumlu ve pozitif bir yönde etkiye sahiptir. Ayrıca tutumsal marka sadakatinin de davranışsal marka sadakati üzerinde etkisi bulunmaktadır. Elde edilen diğer bir sonuç ise, eğitim düzeyi ve cinsiyetin, ürün tasarımı ve alt boyutları üzerinde anlamlı bir etkisinin olduğudur. Gelecek araştırmalara öneriler ise; aynı konunun farklı sektörlerde ve nitel yöntemlerle araştırılmasıdır.

Anahtar Kelimeler

• Tasarım
• Tutumsal marka sadakati
• Davranışsal marka sadakati
• Marka sadakati
• Yeni ürün tasarımı.

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