Short answer
Designers and marketers should collaborate to ensure that product offerings, pricing strategies, and service interactions are aligned to positively influence consumer choice.
- Field
- Innovation & Markets
- Source
- Jurnal STEI Ekonomi (2020)
- Method
- Quantitative research using multiple regression analysis.
- Sample
- 97 participants
- Evidence
- Strong effect
A combination of offering a wide range of products, managing price perceptions effectively, and ensuring high service quality collectively drives consumer purchasing decisions. This innovation & markets research insight is drawn from a 2020 study published in Jurnal STEI Ekonomi. Using Quantitative research using multiple regression analysis. with 97 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should collaborate to ensure that product offerings, pricing strategies, and service interactions are aligned to positively influence consumer choice.
Product diversity, price perception, and service quality significantly influence consumer purchasing decisions.
A combination of offering a wide range of products, managing price perceptions effectively, and ensuring high service quality collectively drives consumer purchasing decisions.
Jurnal STEI Ekonomi · 2020
Key Findings
- 01Product diversity has a significant positive effect on purchasing decisions.
- 02Price perception has a significant positive effect on purchasing decisions.
- 03Service quality has a significant positive effect on purchasing decisions.
- 04Collectively, these three factors explain 60.8% of the variance in purchasing decisions.
Application
Design takeaway
Designers and marketers should collaborate to ensure that product offerings, pricing strategies, and service interactions are aligned to positively influence consumer choice.
How to apply
When developing new products or refining existing ones, consider how the breadth of the product line, how the price is perceived relative to value, and the quality of customer interaction will influence consumer choice.
Project actions
- 01When researching consumer behaviour, consider how multiple factors interact to influence decisions.
- 02Use quantitative methods like surveys and regression analysis to identify significant relationships between variables.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs a robust statistical method (multiple regression analysis) to identify relationships.
- +Investigates multiple influential factors simultaneously.
Limitations
The findings might not apply to all types of products or markets. The study focused on a specific retail context.
Reliability & validity
The use of multiple regression analysis and a clear sampling method contributes to the study's reliability and validity, though the specific instruments used for measurement would need further examination.
Think critically
How might the relative importance of product diversity, price perception, and service quality vary across different product categories or consumer demographics?
Design Principles
"A holistic approach to product, price, and service design is essential for driving consumer purchasing decisions."
Understanding these key drivers allows businesses to strategically position their offerings and operations. By optimizing product variety, communicating value effectively, and prioritizing customer service, companies can enhance their market appeal and increase sales.
What This Means for Your Design
If you want people to buy something, make sure there are lots of choices, the price seems fair for what they get, and the service is really good.
How to use in your project
- 1.This study can inform the justification for investigating the interplay of product features, cost, and user experience in your own design project.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that a combination of product diversity, price perception, and service quality significantly influences consumer purchasing decisions, with these factors collectively accounting for a substantial portion of purchase intent. This suggests that design projects aiming for market success should consider not only the product's features but also its market positioning and the customer's overall experience.
Source
Jurnal STEI Ekonomi
Pengaruh Keragaman Produk, Persepsi Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen
journal · 2020
View sourceQuestions About This Research
- What does the research say about product diversity, price perception, and service quality significantly influence consumer purchasing decisions?
- Designers and marketers should collaborate to ensure that product offerings, pricing strategies, and service interactions are aligned to positively influence consumer choice. Evidence: Jurnal STEI Ekonomi (2020).
- Why does "Product diversity, price perception, and service quality significantly influence consumer purchasing decisions." matter for design?
- Understanding these key drivers allows businesses to strategically position their offerings and operations. By optimizing product variety, communicating value effectively, and prioritizing customer service, companies can enhance their market appeal and increase sales.
- How can designers apply this research?
- Designers and marketers should collaborate to ensure that product offerings, pricing strategies, and service interactions are aligned to positively influence consumer choice.
- What were the main findings?
- Product diversity has a significant positive effect on purchasing decisions.. Price perception has a significant positive effect on purchasing decisions.. Service quality has a significant positive effect on purchasing decisions.. Collectively, these three factors explain 60.8% of the variance in purchasing decisions.
- What research method was used?
- Quantitative research using multiple regression analysis. with 97 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2020 journal from Jurnal STEI Ekonomi.
- What should I do differently in my next project?
- When developing new products or refining existing ones, consider how the breadth of the product line, how the price is perceived relative to value, and the quality of customer interaction will influence consumer choice.
- What are the limitations?
- The study was conducted in a single supermarket branch, potentially limiting generalizability. The remaining 39.2% of variance suggests other unmeasured factors influence purchasing decisions.