How to Increase Grocery Private Labels Quality Perception

Each individual has their own preferences and tastes. The reason for that can be found through the analysis of three different aspects: Design acumen, prior experience and personality.
People with design acumen, tend to have more accurate and sophisticated preferences about the design of things, than people without it. Regarding the manner how people process the information, some consumers use verbal processing and others visual processing. The manner in which customers judge the aesthetics depends on the way they process the information. Visualizing customers focus more intensively on the elements of the product design and they have clear preferences in comparison with low visualizing customers.
How people value and take into consideration the design of an element depends also on their own experience. For example, a person may develop some design skills and preferences concerning the home decoration and preferences by reading publications specialized in this categories. Thus, it is important, as it was shown in the first chapter, that the retailer analysis in details the characteristics of its target segments. In this case, it is necessary to understand the level of acumen and experience of the target segment in concern, in order to avoid unnecessary large in investments in design for example.
The individual personality also plays an important role on the aesthetic judgment. For example, the appeal of the design may depend on the optimum stimulation level (OSL). OSL theory claims that the personal behaviour is influenced by an intrinsically desire to accomplish a specific level of stimulation and its level differs between individuals. In this regard, people with a high stimulation level, may prefer unusual and new designs that violate Gestalt laws and offers a higher level of excitement.
It is also possible to distinguish between customers with high cognitive innovativeness and customers with high sensory innovativeness. The first ones prefer precision and complexity in design, whereas the others are less rational and tend to pursue greater stimulation of their emotions.
It is important to consider that the manner customers evaluate the product design, depends also on their need of uniqueness. The extent that individuals want to feel unique and original in comparison with the others differs depending on the person. A customer with a high need of uniqueness may prefer products with distinctive and original design, even if their price is expensive.Finally, another aspect to take into account is the cultural and social context. The manner customer evaluate the design taste of a product varies depending on the culture. In addition, customer’s response to the product design depends also on the social class, age, region and subcultures. In fact, every market segment may have its own preferences and tastes as shown in chapter one.