Although brands can represent brand loyalty and represent trust, consumer opinions for specific features can vary for both branded and non-branded products. In this paper we investigate this hypothesis with data collected from a specific experiment performed on Italian jeans users. Our results demonstrate that consumers do indeed have different preferences when choosing brands, but the preference for a promotional product specific feature is consistent between brands.
This experiment involved two studies: the first was a qualitative study of Italian jeans users and the second a quantitative study of consumer satisfaction levels over time. The first study was carried out with a sample of Italian denim users, while the second consisted of four groups: two users from different countries (Italy and Germany) and two users in the same country (the Netherlands and Switzerland). The study was designed to establish which features were most important to the Italian consumers.
The main objective of the experiment was to determine which features were most important to consumers, and whether or not these factors were related to the overall satisfaction levels of users. To do this, we randomly divided the sample into two groups; the first group included Italian denim users that had purchased a certain amount of jeans, the second group comprised users from two different countries (Germany and Italy). We then gave each group a series of questions. These questions asked about how satisfied they were with the different features of the products (including color and fabric, style and stitching, etc. ), their satisfaction level with the brand’s overall performance, and how satisfied they were with the specific features of the product.
We found a significant difference in the answers given by the Italian denim users to these questions: in the group that purchased more than one pair of jeans, participants ranked functionality above brands, while the group that did not purchase any jean agreed only with brands. The results are not surprising: if the brand performs badly, users will not want to use it anymore. On the contrary, a well-designed and high-performing product will be welcomed by users as long as it offers value to their preferences.
Another interesting aspect of the study is that the users showed a clear preference for the features of a specific product even though their satisfaction level with the product was very low. This confirms the importance of having a good idea of what users actually like and want. Another interesting aspect is that we found that the characteristics that are highly preferred by the majority of users were also highly rated by them, regardless of their overall satisfaction level with the product. This indicates that the customers themselves play a major role in determining which features should be chosen. by the product’s manufacturer.
This means that choosing branded products to serve as substitutes for non-branded products may not always provide consumers with the best solution to their problem: if the features of a certain product are not important to the consumer, and if the product’s design is bad, a better option might be choosing non-branded products instead. The authors conclude their article by saying: “The results of our research suggest that consumers have an important role in the selection of products that serve as substitutes for other goods. They can provide crucial insight into the choice of a product’s features and make important decisions regarding its suitability as a substitute.” In summary, it seems that customers have preferences, and that the features that are most preferred by them have a greater impact on a product’s success as a substitute.