Product design as a significant element of differentiation for achieving market competitiveness
Product design as a significant element of differentiation for achieving market competitiveness

Summary/Abstract: In today’s economic conditions, each company is interested to gain and sustain a competitive advantage on the market. This paper refers principally to the design of the product according to the consumers’ preferences and therefore, its influence to the purchasing process. The majority of the companies in Republic of Macedonia haven’t paid attention to the issue of creating a design that will lead to building a strong brand and corporate image recognizable by the consumers. The purpose of this paper is to highlight the need and necessity of good design that will help the companies to build long-term competitive advantage that will provide them superior performances. The influence of the design to the buying process will be researched with comparison of several products of the wine producers in Republic of Macedonia which have equal quality and prices. In fact, the research is concentrated on the key parameters of the design that affect the decision to purchase. The results analysis confirms the hypothesis and points out the great significance of the design for achieving company’s competitive advantage.

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