An assessment of product design innovations on brand attractiveness: A case study of an automotive company in Port Harcourt
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Background of the study
Product design innovations are key to enhancing brand attractiveness, particularly in the highly competitive automotive industry. In Port Harcourt, an automotive company has introduced a series of design innovations aimed at improving aesthetic appeal, functionality, and sustainability. These innovations include state-of-the-art design features, eco-friendly materials, and advanced technology integration, all of which contribute to a modern and attractive brand image (Okafor, 2023). By focusing on design, the company not only meets the evolving tastes of consumers but also differentiates itself from competitors. Research indicates that innovative design can significantly influence consumer perceptions, leading to increased brand attractiveness and higher purchase intent (Adeniyi, 2024). However, there is limited empirical evidence on how design innovations translate into tangible improvements in brand attractiveness in emerging markets. This study examines the relationship between product design innovations and brand attractiveness, exploring consumer responses and market performance in Port Harcourt (Chukwu, 2025).
Statement of the problem
Despite considerable investments in product design innovations, the automotive company in Port Harcourt faces uncertainty regarding the impact on brand attractiveness. While new design features are expected to enhance consumer appeal, inconsistent execution or misalignment with consumer expectations may limit their effectiveness (Okafor, 2023). Additionally, intense competition in the automotive industry poses challenges in measuring the unique contribution of design innovations to brand image (Adeniyi, 2024). This study aims to address these issues by evaluating how design innovations affect consumer perceptions of brand attractiveness and overall market performance, providing insights into effective design strategies (Chukwu, 2025).
Objectives of the study:
To assess the impact of product design innovations on brand attractiveness.
To identify key design elements that influence consumer perceptions.
To recommend strategies for enhancing brand attractiveness through innovative design.
Research questions:
How do product design innovations affect brand attractiveness in the automotive sector?
Which design elements are most influential in shaping consumer perceptions?
How can automotive companies optimize design innovations to improve brand appeal?
Significance of the study
This study is significant as it provides insights into the role of product design innovations in enhancing brand attractiveness in the automotive industry. Findings will help companies in Port Harcourt refine their design strategies to better meet consumer preferences and differentiate themselves from competitors. The research contributes to academic literature on design and marketing while offering practical recommendations for improving brand image and market performance (Adeniyi, 2024).
Scope and limitations of the study:
The study is limited to evaluating product design innovations and their impact on brand attractiveness for a specific automotive company in Port Harcourt, Nigeria. Results may not be applicable to other industries or regions.
Definitions of terms:
Product Design Innovations: New or improved design features that enhance a product’s functionality and aesthetic appeal.
Brand Attractiveness: The overall appeal and desirability of a brand as perceived by consumers.
Automotive Company: A business that designs, manufactures, and markets vehicles.
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