The Influence of Design Elements in Choosing Products on Dairy Market

Abstract

Design and aesthetics are among the factors that play a decisive role in ensuring the success of a product and brand on the market. Through design and aesthetics, dairy farmers are trying to persuade and influence consumers. The article aims to provide a clear picture of how to design and aesthetics are used by renowned producers in the dairy market and how consumers perceive these elements. In this sense, the present paper features quantitative marketing research methods employed in the process of data collection, such as the questionnaire, based on a sample comprising 204 persons. The results indicated that design and aesthetics have a strong influence on consumers in the dairy market in Romania.