An assessment of product design innovations on brand attractiveness: A case study of an automotive company in Port Harcourt
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- NGN 5000
Background of the study
Product design innovations are pivotal in enhancing brand attractiveness, particularly in the automotive industry where aesthetic appeal and functionality are key purchase drivers. In Port Harcourt, an automotive company has introduced cutting-edge design innovations, including aerodynamic body designs, eco-friendly materials, and advanced technological integrations. These innovations aim to position the company as a leader in modern automotive design and to differentiate its vehicles from competitors (Okafor, 2023). By focusing on design, the company not only meets consumer demands for style and performance but also reinforces its commitment to sustainability and innovation (Adeniyi, 2024). Research indicates that innovative design elements can significantly boost brand attractiveness and influence purchase decisions, leading to enhanced customer loyalty and market share (Chukwu, 2025). Despite these potential benefits, empirical data on the direct impact of design innovations on brand attractiveness in emerging markets is limited. This study investigates how product design innovations affect consumer perceptions and overall brand attractiveness in the automotive sector.
Statement of the problem
Although the automotive company has invested in product design innovations, their effect on brand attractiveness is not clearly established. Inconsistent execution or misalignment with consumer preferences may limit the impact of design changes (Okafor, 2023). Moreover, intense competition in the automotive market makes it challenging to isolate the influence of design innovations on consumer appeal (Adeniyi, 2024). This study seeks to address these challenges by evaluating the relationship between design innovations and brand attractiveness, providing insights into the key design elements that drive consumer perceptions (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 design innovations to improve brand image.
Research questions:
How do product design innovations affect brand attractiveness in the automotive industry?
Which design features are most influential in shaping consumer perceptions?
How can the automotive company optimize its design innovations for greater brand appeal?
Significance of the study
This study is significant as it provides insights into the impact of product design innovations on brand attractiveness in the automotive sector. Findings will help companies in Port Harcourt refine their design strategies to better align with consumer preferences and enhance market competitiveness. The research contributes to academic literature on design and marketing and offers practical recommendations for boosting brand attractiveness through innovative design (Adeniyi, 2024).
Scope and limitations of the study:
The study is limited to evaluating design innovations for a specific automotive company in Port Harcourt, Nigeria. Results may not be applicable to other sectors or regions.
Definitions of terms:
Product Design Innovations: New or improved design elements that enhance a product’s aesthetic and functional qualities.
Brand Attractiveness: The degree to which a brand appeals to consumers based on its image and product offerings.
Automotive Company: A business engaged in designing, manufacturing, and marketing vehicles.
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