Akademik Veri Yönetim Sistemi
Saudi Journal of Business and Management Studies, cilt.6, sa.3, ss.56-60, 2021 (Hakemli Dergi)
In the realm of beings, human beings by their nature, are never satisfied with one kind of product and are always on the
lookout for difference and innovation. When the world of animals is observed, for example, it can be seen that they are
beings who never tire of eating grass or doing the same thing for life. Besides, they do not have multiple options. When
the plants are observed, the situation looks similar; they consume soil for life and perform photosynthesis. Thanks to their
mind and consciousness, people are equipped with the ability to compare, decide if they like or dislike, and want to pick
or not pick the things they encounter. However, when these abilities face limited options, it's easy to get stuck in a
difficult situation; They may also choose an option such as not preferring anything. It is also possible that they will
search for an alternative. It is thought that the ability of people to prefer this or similar way may have a negative impact
on customer loyalty to the brand and product. On the one hand, while producers want to increase their market shares by
keeping the product range suitable for each consumer profile in terms of marketing, the consumer who faces the situation
of choosing one among the diversity may have difficulty in choosing. For instance, which one of the cell phones, which
of the televisions, which of the computers, which of the cars, etc. In fact, what is in question is how a product's design
appeals to different consumer profiles in different ways. The customer buys a product whether he/she knows it and it
fulfills his/her needs and aspirations, in other words, whether he/she likes it. Even if he/she does not purchase the
product, he/she can preserve consumer loyalty by comparing the design innovations produced in the one he/she bought to
the current version. However, when the customer cannot decide between different product designs that appeal to various
customer profiles, he/she may lose his/her loyalty to the brand and switch to another product. This will have a
detrimental effect on the product's marketing plan, and sales may decrease as a result. In this study, in terms of customer
loyalty, the questions of: "Does a customer have the patience and time to choose without getting tired in the face of the
variety of designs that appeal to different customer profiles in the same product?", "Will the customer still remain
loyal?", "What solutions are there for the continuation of loyalty?" have been analyzed and researched. In other words, it
was discussed what kind of relationship might exist between design and product diversity and customer loyalty. At the
same time, the effect of low or no free time, unwillingness to collect information to evaluate products and to assess them
for a long time on brand and product loyalty has been examined.
Keywords: Design Diversity; Brand loyalty; Customer loyalty; Re-purchasing behavior.