Identifying and Aligning Product ‘Attributes’ with Latent Consumer Purchase Motivations
- Consumer behaviour, Perceived value, Purchase behaviour, Packaging design.
The characteristics and elements of a product play a significant role as a medium to convey product value to consumers. This paper offers a theoretical reflection from numerous research case studies on the understanding of consumer purchase behaviour in engaging with a particular product's elements and characteristics and to explore consumers' emotional experience and perceptions to achieve the desired position in consumers' minds. This paper compares the perspectives of product attributes and consumer behaviour through discussing two theoretical models (behavioural perspective, purchase motivation, product attributes, product aesthetic) that are useful for an understanding of the functions of product attributes. Furthermore, this study emphasises aspects for markets and designers to contemplate in their efforts to increase consumer awareness and create the brand through their experiences and emotions. Finally, the implications of a stronger theoretical approach to consumer behaviour research and practice are discussed.