Aesthetics in Marketing by Rajat K Baisya

By Rajat K Baisya

Aesthetics is a time period so much utilized in the context of visible good looks. This booklet makes an attempt to outline aesthetics by way of broadening the certainty of the weather it's composed of. It attracts awareness to all of the senses hence introducing the idea that of overall aesthetic adventure in a product. This e-book uncovers and appears into a variety of aesthetic attributes and traits in a product. It additionally deliberates the significance of every of those attributes, traits and parts of aesthetics and the type of stability invaluable among every one, for designing profitable items. The modern shopper attaches loads of value to elements corresponding to model identification, model picture, company photo and so on. The relationships among those components and the aesthetics of a product are mentioned at size in addition to an research of the way aesthetic attention of a product impacts revenues and to what volume those attributes are crucial for the luck of a product. an immense function of this e-book is that thought, thoughts and versions mentioned the following have a robust origin in examine carried out via the authors. The booklet relates aesthetics innovations to genuine existence case experiences. an extra function of the booklet is that it elaborates the sensible implications for a marketermpany to create a profitable product.

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Holbrook, Morris B. and Robert M. Schindler. 1994. ‘Age, Sex, and Attitudes towards the Past as Predictors of Consumers Aesthetic Tastes for Cultural Products’, Journal of Marketing Research (JMR), 3(3), August: 12–24. E. 1924. Speculations: Essays on the Humanism and Philosophy of Art, London: Kegan Paul, Trench, Trubner & Co. Ltd. Ingarden, Roman. 1964. ‘Artistic and Aesthetic Values’, The British Journal of Aesthetics, 4(3), July: 198–213. Lauer, David A. 1979. Design Basics, New York: Holt, Rinehart and Winston.

An attempt was made to understand aesthetics from the point of view of the consumers and the role it plays or can play in the purchase behaviour of the products selected. Apart from defining aesthetics and its importance about the key attributes related to aesthetics for automobile and home appliances, an attempt was also made to establish a relationship between aesthetics and other marketing aspects. We have seen that scope of product penetration in India is quite high compared to other developed and developing nations, making India a very high potential market to enter.

1985. ‘Artistic Creation, Artworks, and Aesthetic Appreciation’, Advances in Non-Profit Marketing, 1: 1–54. Holt, Steven. 1985. ‘Design, the Ninth Principle of Excellence: The Product Half of the Business Equation’, Innovation, 4(Fall): 2–4. Kotler, Philip and Alexander G. Rath. 1984 ‘Design—A Powerful but Neglected Strategic Tool’, Journal of Business Strategy, 5(Fall): 16–21. , Michael J. Piose and Kamal M. Malek. 1998. ‘What General Managers Can Learn from Design’, Harvard Business Review, 76(2), March–April: 86–96.

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