What question did this study set out to answer?

The research aims to explore design as a competitive advantage and its effects on consumer decision-making processes.

January 20, 20260 citationsOpen Access

Design as a competitive advantage for businesses and its influence on consumers' purchasing decision-making processes: a perspective from Brazilian designers and entrepreneurs

DRDaniel Ribeiros Cardoso da RochaFundação Getulio Vargas

Key Points

The research aims to explore design as a competitive advantage and its effects on consumer decision-making processes.
Review of literature on design, business strategy, and consumer psychology
Conducted 10 qualitative interviews with Brazilian design opinion leaders
Data analyzed using content analysis
People-centered design significantly influences company success
Design attributes are linked to emotions and intelligence
Insights highlight design's role in fostering brand loyalty

Abstract

This research focused on understanding design as a competitive advantage in business and how it connects consumers and companies. First, the study offers a review of design, business strategy, and consumer psychology literature. Second, qualitative research was carried out through 10 interviews with opinion leaders in the field of Brazilian design. The collected data were examined using content analysis. The results revealed that people-centered design significantly influences companies’ success. Additionally, design attributes are associated with emotions, intelligence, project, and thinking. Finally, the interviewees’ perspectives and the literature revealed that design has a strong capacity to influence consumers and build brand loyalty

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