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How Consumers Consume: The Importance of Product Design for Consumers' Value Creation
Stockholm University, Faculty of Social Sciences, School of Business.
2004 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis examines consumers’ perception of product design and its creation of meaning for consumers. To better understand the processes involved, I give an overview of the relevant literature, mainly investigations on branding and design, to then define a theoretical space for enhancement. In theory and practice, design is often included or subordinated to branding, however this study reveals that consumers regard design as an autonomous feature that actually constitutes the product. The presented interviews discover that the two informants value their products, a table lamp and a laptop computer, due to their look and how they fit in and enrich the informants’ living environments. To uncover the visual power of these objects, a visual analysis is applied; which then reveals that product design can transfer several meanings a brand cannot, whereas three meanings were predominant: (1) Liberation from the market, from the plain brand name and logo as well as from the people involved therein. (2) Differentiation from consumers’ multiple selves, from other people and from the changing conditions of their environment. And (3) interrelation to the system consumers and their objects are a part of.

Place, publisher, year, edition, pages
National Category
Business Administration
URN: urn:nbn:se:su:diva-5134OAI: diva2:194879
Available from: 2007-01-05 Created: 2007-01-05

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