The effect of Carbody Visual Elements on the customer behavior of differences age groups (Case study: Iran)

The prediction of customer behavior and purchasing decision are important issues for both designers and marketers when they want to distribute their products. This study is an attempt to identify the trend and aesthetic factors related to the carbody design among customers and during the process of purchasing to help designers and marketers for having a feedback from target groups. The Interview and standard questionnaire methods were used to collect the required data. The represention samples of customers were divided into five groups of 250 adults in five categories of ages (50 persons in each group). And they responded to the questions about 15 characters of carbody features. The evaluation and comparison of subjects were based on some dependent variables as the influential factors in carbody attractiveness and purchasing decision respectively (context of Tehran- Capital city of Iran). The results of the analysis showed that there is a considerable difference among the five focus groups regarded to all aesthetic variables. It is concluded that the carbody attractiveness criteria are different among the range of adult groups and it can be considered by designers and marketers for adopting new policies and also practical recommendations are presented based on customers’ age preferences.

کلیدواژه ها:

Carbody Design ، Consumers behaviour ، Visual factors ، age difference ، Visual Analysis