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Importance of product design and its dimensions: Qualitative research on consumer perception of vodka bottle design

  • The interest in topics such as understanding the communication between product design and customer has increased dramatically in recent years. Researchers have been dedicated to understanding more of product design, its dimensions and the consumer perception of it. The spirits industry competition is dominating in the alcoholic beverages, and the second largest spirit which has a highly competitive market, is vodka. Companies are struggling to stand out from the competition and grab the consumer attention. The following study will explore the aesthetic and symbolic dimensions of a product design and it will show how the design of the vodka bottles is communicating with the consumer. The research questions that are going to be explored are: Which parts of the aesthetic dimension are positively influencing the consumer and how does the consumer perceive the bottle shape when there is no brand influence? In answering these questions, a secondary data has been reviewed and a questionnaire has been developed where participants will be answering attitudinal questions, open-ended questions and picture choice questions. The questionnaire has been completed from a random sample group of 92 participants of whom mostly are students. The findings of the questionnaire indicate that angular shape and thin body of a vodka bottle are most positively appraised by the customer. In combination with a bright colour, the bottle express feelings of excitement and elegance. However, the questionnaire has been conducted with no brand logos, shapes or descriptions, and consumers still have found similarities in the shapes because of the strong influence of some world-famous brands. This research shows that consumers are affected of how a product is designed and, that certain shapes and colours do not seem to be an option for a vodka bottle. The findings in this study are important, because a better understanding of colour-shape composition could potentially improve vodka company’s marketing strategy.

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Author:Milan Stojanovikj
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Release Date:2020/06/12
Tag:Product design
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt