Price is the strongest driver of MPV purchase decisions, outweighing brand image and quality.
Despite the importance of brand image, trust, and product quality, pricing emerged as the most significant factor influencing consumer decisions when purchasing MPV cars.
European Scientific Journal ESJ · 2018
Key Findings
- 01Brand image, brand trust, product quality, and price all positively and significantly influence the buying decision for MPV cars.
- 02Price has the greatest effect on consumer buying decisions compared to brand image, brand trust, and product quality.
Application
Design takeaway
Prioritize cost-effective design and manufacturing processes to enable aggressive pricing, as this is the primary driver for MPV purchases.
How to apply
When designing or marketing MPVs, conduct thorough competitor price analysis and explore cost-reduction opportunities in materials, manufacturing, and feature sets to offer a compelling price point.
Project actions
- 01When researching consumer products, consider the price sensitivity of the target market.
- 02If your design project involves a product in a competitive segment, analyze competitor pricing as a key factor.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Identifies multiple key factors influencing purchase decisions.
- +Highlights a surprising dominant factor (price).
Limitations
Generalizing findings from one car segment (MPVs) to all products might be inaccurate. The study doesn't detail how 'product quality' was perceived or measured.
Reliability & validity
The reliability and validity would depend on the survey instrument's design, the sampling method, and the statistical analysis techniques employed.
Think critically
To what extent does the perceived 'value for money' combine price and quality, and how does this combined perception influence purchasing decisions?
Design Principles
"In price-sensitive markets, the economic value proposition often supersedes brand perception and perceived quality."
This insight challenges conventional marketing wisdom that often prioritizes brand building and perceived quality. For designers and marketers, it highlights the critical need to balance product development with aggressive pricing strategies, especially in competitive segments like MPVs.
What This Means for Your Design
When people buy MPVs, they care a lot about how much it costs, even more than the brand name or how good the car seems.
How to use in your project
- 1.This research can inform the justification for design choices related to cost-effectiveness and value proposition in your design project.
Add to My Project
Quick Cite
(2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal ESJ. https://doi.org/10.19044/esj.2018.v14n13p228 Retrieved from https://designdex.org/study/33affdd2-2b2f-44c0-9c5e-abf1ed8e20c2/price-is-the-strongest-driver-of-mpv-purchase-decisions-outweighing-brand-image-and-quality
Paragraph starter
Research indicates that in the MPV market, pricing is the most influential factor on consumer buying decisions, surpassing brand image, trust, and product quality. This suggests that for commercial success, a strong emphasis on cost-effectiveness in design and production is crucial to offer competitive pricing.
Source
European Scientific Journal ESJ
The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars
journal · 2018
View sourceQuestions about this research
- What does the research say about price is the strongest driver of mpv purchase decisions, outweighing brand image and quality?
- Prioritize cost-effective design and manufacturing processes to enable aggressive pricing, as this is the primary driver for MPV purchases. Evidence: European Scientific Journal ESJ (2018).
- Why does "Price is the strongest driver of MPV purchase decisions, outweighing brand image and quality." matter for design?
- This insight challenges conventional marketing wisdom that often prioritizes brand building and perceived quality. For designers and marketers, it highlights the critical need to balance product development with aggressive pricing strategies, especially in competitive segments like MPVs.
- How can designers apply this research?
- Prioritize cost-effective design and manufacturing processes to enable aggressive pricing, as this is the primary driver for MPV purchases.
- What were the main findings?
- Brand image, brand trust, product quality, and price all positively and significantly influence the buying decision for MPV cars.. Price has the greatest effect on consumer buying decisions compared to brand image, brand trust, and product quality.
- What research method was used?
- Quantitative research using a survey-based model..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2018 journal from European Scientific Journal ESJ.
- What should I do differently in my next project?
- When designing or marketing MPVs, conduct thorough competitor price analysis and explore cost-reduction opportunities in materials, manufacturing, and feature sets to offer a compelling price point.
- What are the limitations?
- The study may not account for other potential influencing factors or regional market variations. The specific methodology for measuring each variable is not detailed.
- Is there evidence that brand affects design outcomes?
- All tested factors like brand reputation, trust, and product quality influence MPV purchases, but price has the most significant impact. This insight challenges conventional marketing wisdom that often prioritizes brand building and perceived quality. For designers and marketers, it highlights the critical need to bala Source: European Scientific Journal ESJ (2018).
- Where does this driver mpv research apply?
- Automotive market, specifically Multi-Purpose Vehicle (MPV) segment. It sits within innovation & markets research on designdex.org.
Related research topics
brand design research · evidence on brand · does brand improve design outcomes · driver mpv studies for designers · brand and driver mpv findings · innovation & markets research evidence