CORRELATIONS BETWEEN SUCCESSFUL CONSUMER GOODS IN THE MARKET AND CREATIVITY IN FORM AND FUNCTION ATTRIBUTES

DS 80-3 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 3: Organisation and Management, Milan, Italy, 27-30.07.15

Year: 2015
Editor: Christian Weber, Stephan Husung, Marco Cantamessa, Gaetano Cascini, Dorian Marjanovic, Francesca Montagna
Author: Sehn, Cristina Morandi; Bernardes, Mauricio Moreira e Silva; Jacques, Jocelise Jacques de
Series: ICED
Institution: UFRGS - Federal University of Rio Grande do Sul, Brazil
Section: Design Organisation and Management
Page(s): 309-318
ISBN: 978-1-904670-66-7
ISSN: 2220-4334

Abstract

This article sought to correlate creativity in form and function attributes with successful products of consumer goods companies. For this purpose, it analyzed 20 products from a Brazilian company. The products were chosen at random from a list of products that were in the market between three to seven years. This period was reported by the company as indicative of market success for the products it develops. The measure of success was appointed directly by the marketing department of the study company. Then, a group of 15 judges evaluated creativity in form and function attributes through a Likert scale for the 20 selected products. The results obtained by means of data collection showed evidence of correlation between creativity and form and function attributes with earnings success.

Keywords: Attributes, Creativity, Evaluation, Market Implications

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