LA MEDIDA DEL FACTOR ESTÉTICO DE LOS PRODUCTOS DE CONSUMO. UN ESTUDIO COMPARADO

Abstract

Product aesthetics plays a significant and differentiator role on highly competitive markets, so it is reckoned as a strategic factor that the enterprise may use to obtain a competitive sustainable advantage. The manufacturers try to improve their products developing new valuable offers for the consumer, so they try to provide the best relation between the aesthetics in the stage of design, the engineering and the accomplishment of the concept during the manufacture. For this reason, the study on product aesthetic attractiveness has turned into an important discipline inside the analysis of user’s preferences. There have been published numerous works that analyze product aesthetics and its influence on the consumer behavior, using different techniques such as, the Correlation Analysis, the Factor Analysis, the Differential Semantics, the Variance Analysis (ANOVA), or the Conjoint Analysis, for example. In this work, the existing literature has been revised making an exhaustive analysis of the different techniques applied. There are compared the application areas and the results in each case, in order to determine a systematic procedure of products aesthetic evaluation. Keywords: aesthetics, product design, consumer behaviour