Product design of a consumer attitudes towards the effect of the product: An application on consumer of A brand

The concept of product design has gained considerable importance in a globalized world. Consumer perception of the concept of product design and how it affects consumer attitudes has become important for businesses. In this study, three components of the ABC model (cognition, emotion and behavior) are associated with the three elements of the design concept (visceral, behavioral and reflective) to understand the impact of design on consumer attitudes. Research, were made with 500 people that selected by systematic random sampling method in two A Brand?s stores in İstanbul. As a result of the research data were analyzed with SPSS 13.0 statistical software. The data for the purposes of the study were analyzed by Frequency Analysis, Chi-square Analysis, One-Way ANOVA and Factor Analysis. Result of the analysis, A brand consumers' attitudes toward the product, visceral, cognitive, and behavioral component of attitude on the three elements of the design were determined to have an effect. Keywords: Design, Attitude Components, Lifestyle, İnnovation