The Influence of Design Elements in Choosing Products on Dairy Market

• Author: Neacsu N. A.
• Position: Transilvania University of Brasov
• Pages: 41-48

Bulletin of the Transilvania University of B raşov

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.6

THE INFLUENCE OF DESIGN ELEMENTS IN

CHOOSING PRODUCTS ON DAIRY MARKET

Nicoleta Andreea NEACŞU1

Abstract: Design and aesthetics are among the factors that play a decisive

role in ensuring the success of a product and brand on the market. Through

design and aesthetics, dairy farmers are trying to persuade and influence

consumers. The article aims to provide a clear picture of how design and

aesthetics are used by renowned producers on the dairy market and of how

consumers perceive these elements. In this sense, the present paper features

quantitative marketing research methods employed in the process of data

collection, such as the questionnaire, based on a sample comprising 204

persons. The results indicated that design and aesthetics have a strong

influence on consumers on the dairy market in Romania.

Keywords: dairy products, design, aesthetics, design/appearance,

quantitative research, strategies.

1. Introduction

In a developed society, meeting the consumption needs of the population implies the

existence of a wide range of products. From the human being to the social and natural

environment in which people live, everything that exists can be described by certain

characteristics. These, in turn, can be judged by aesthetic criteria, taking into account

the harmony of forms, co lours, sounds, and more. The elements of design and

aesthetics play an important role in establishing a diversified offer on the market, where

packaging occupies a special place.

For any firm to succeed and resist on the market, it is essential to anticipate the future

and the design packaging that will match the changes in co nsumer behaviour, their

needs and tastes, as well as permanent alignment with the competitive environment

(Neacşu, Baltescu, Boşcor, Bălăşescu, 2017).

Due to its multiple health benefits, dairy products can be consumed by anyone, with

no consumption restrictions. There are a lot of dairy products on the market: alongside

traditional ones, we can find fat-free dairy products that have been increasingly sought

by consumers in recent years. One of the most important features of the local market is

its fragmentation, most players being small local companies.

1 Transilvania University of Braşov, andreea.neacsu@unit bv.ro