Short answer
Designers and marketers targeting Gen Y and Z for luxury goods should emphasize the functional value and cultivate positive emotional connections to the product, as these factors are more influential than the marketing mix.
- Field
- Innovation & Markets
- Source
- Ekuitas Jurnal Pendidikan Ekonomi (2023)
- Method
- Quantitative research
- Sample
- 189 participants
- Evidence
- Moderate effect
For younger generations (Y and Z), the perceived practical advantages and a favorable disposition towards buying designer fragrances are stronger predictors of purchase intention than the marketing mix. This innovation & markets research insight is drawn from a 2023 study published in Ekuitas Jurnal Pendidikan Ekonomi. Using Quantitative research with 189 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers targeting Gen Y and Z for luxury goods should emphasize the functional value and cultivate positive emotional connections to the product, as these factors are more influential than the marketing mix.
Utilitarian Benefits and Positive Attitudes Drive Designer Fragrance Purchase Intent in Gen Y and Z
For younger generations (Y and Z), the perceived practical advantages and a favorable disposition towards buying designer fragrances are stronger predictors of purchase intention than the marketing mix.
Ekuitas Jurnal Pendidikan Ekonomi · 2023
Key Findings
- 01There is a statistically significant positive relationship between attitude towards behavior and purchase intention.
- 02Utilitarian benefit has a notably favorable effect on behavior-related attitudes.
- 03There is no statistically significant relationship between the marketing mix and purchase intention.
Application
Design takeaway
Designers and marketers targeting Gen Y and Z for luxury goods should emphasize the functional value and cultivate positive emotional connections to the product, as these factors are more influential than the marketing mix.
How to apply
When designing and marketing products for younger demographics, conduct research to identify key utilitarian benefits and develop messaging that emphasizes these advantages, while also fostering positive brand attitudes.
Project actions
- 01When researching consumer behavior, consider the psychological drivers like attitude and perceived benefits.
- 02Test how different product features or marketing messages affect consumer attitudes and purchase intentions.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a well-established theoretical framework (Theory of Planned Behavior).
- +Focuses on specific, relevant consumer demographics (Gen Y and Z) in a growing market.
Limitations
The findings might not apply to all age groups or product types. The study's context is specific to Indonesia, so cultural differences could affect results elsewhere.
Reliability & validity
The study reports reliability tests indicating data dependability and utilizes statistical software (SPSS, AMOS) for analysis, suggesting a robust quantitative approach. However, the validity of the marketing mix measurement and its lack of impact warrants further investigation.
Think critically
If the marketing mix had no significant impact, what specific elements of the marketing mix were considered, and could alternative approaches or different components have yielded different results?
Design Principles
"Prioritize perceived utility and positive consumer sentiment over broad marketing strategies when targeting specific, value-conscious demographics."
Understanding the psychological drivers behind consumer choices is crucial for effective product development and marketing strategies. This insight highlights that for specific demographics, focusing on tangible benefits and cultivating positive brand perceptions can be more impactful than traditional marketing efforts.
What This Means for Your Design
Younger shoppers (Gen Y and Z) are more likely to buy fancy perfumes if they think the perfume is useful and they feel good about buying it, not just because of ads.
How to use in your project
- 1.Use this study to justify focusing on user attitudes and product benefits in your design process and testing.
- 2.Reference this to explain why your marketing or product feature choices are based on psychological factors rather than just standard marketing approaches.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that for Generations Y and Z, the intention to purchase designer fragrances is significantly influenced by their attitude towards the behavior and the perceived utilitarian benefits of the product, rather than the marketing mix. This suggests that design projects targeting these demographics should prioritize developing products with clear functional advantages and cultivating positive consumer sentiment.
Source
Ekuitas Jurnal Pendidikan Ekonomi
The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z
journal · 2023
View sourceQuestions About This Research
- What does the research say about utilitarian benefits and positive attitudes drive designer fragrance purchase intent in gen y and z?
- Designers and marketers targeting Gen Y and Z for luxury goods should emphasize the functional value and cultivate positive emotional connections to the product, as these factors are more influential than the marketing mix. Evidence: Ekuitas Jurnal Pendidikan Ekonomi (2023).
- Why does "Utilitarian Benefits and Positive Attitudes Drive Designer Fragrance Purchase Intent in Gen Y and Z" matter for design?
- Understanding the psychological drivers behind consumer choices is crucial for effective product development and marketing strategies. This insight highlights that for specific demographics, focusing on tangible benefits and cultivating positive brand perceptions can be more impactful than traditional marketing efforts.
- How can designers apply this research?
- Designers and marketers targeting Gen Y and Z for luxury goods should emphasize the functional value and cultivate positive emotional connections to the product, as these factors are more influential than the marketing mix.
- What were the main findings?
- There is a statistically significant positive relationship between attitude towards behavior and purchase intention.. Utilitarian benefit has a notably favorable effect on behavior-related attitudes.. There is no statistically significant relationship between the marketing mix and purchase intention.
- What research method was used?
- Quantitative research with 189 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2023 journal from Ekuitas Jurnal Pendidikan Ekonomi.
- What should I do differently in my next project?
- When designing and marketing products for younger demographics, conduct research to identify key utilitarian benefits and develop messaging that emphasizes these advantages, while also fostering positive brand attitudes.
- What are the limitations?
- The study's findings may be specific to the Indonesian market and the designer/luxury fragrance segment, and may not generalize to other product categories or cultural contexts. The marketing mix was found to have no significant impact, which could be due to specific implementations or the chosen metrics.