Análisis de la intención de compra a partir de la comparación morfológica con el producto líder en ventas

Abstract

A product’s formal aspects have more and more weight in the decision-making processes that induce purchasing. Many meanings and decisive symbolic messages are part of a product’s shape. The purpose of this paper is to assess the extent to which the morphology of a product can predict its commercial success. In order to do this, a sample of six different models within the same product category are selected. The models are digitized, and then the dissimilarity index with respect to the sample model leading the sales ranking is analyzed. Subsequently, based on the dissimilarities obtained, the compared models are grouped. It is clear from the interpretation of the groups that the best-selling machines are the most morphologically similar to the leading sales model. The correlation between form and purchase intention would allow to predict the success of a model from the early stages of its development.