Product Design and the Indian Consumer: Role of Visual Aesthetics in the Decision Making Process

Abstract

The research paper aims to examine the influence of ‘Product design’ on buying decision making in the Indian urban market sector, focussing on visual product aesthetics; the characteristics that create a product’s appearance and have the capacity to affect observers and consumers [1]. Product design, specifically the ‘Visual Aesthetic’ [Visual Aesthetics (VA), for the purpose of this study, is defined to entail the colour, size and proportions, materials and design expression of the designed product] has been recognised as a key strategic variable in securing or defending a marketplace advantage. This question will be examined in the context of Indian social, cultural and economic systems and with regards to the relative position of visual aesthetics in the decision making process of young adults in the Indian urban consumer market.