ISSN: 2222-6990
Open access
This study investigates the influence of exterior design aesthetics on the purchasing decisions of Geely Automotive consumers. By conducting qualitative semi-structured interviews with thirty individuals who have recently purchased or are considering purchasing a Geely vehicle, the research examines how specific design elements affect customer preferences and brand perception. The findings indicate that features such as sporty characteristics, distinctive headlamps, and sleek body lines are particularly attractive to younger consumers who view cars as extensions of their personal identity. This study also highlights the importance of cultural resonance, noting that Chinese consumers highly value design features that represent modernity and national pride. Additionally, the study identifies a strong correlation between purchase intentions and the perceived innovation and quality of the product. Emphasizing the necessity of balancing form and function, the research suggests that Geely can enhance its competitive edge and market appeal by refining its design strategies. Overall, the study concludes that a vehicle's exterior appearance significantly influences consumer behavior and brand loyalty.
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(Hongwei & Halabi, 2024)
Hongwei, S., & Halabi, K. N. M. (2024). The Impact of Exterior Design Aesthetics on Geely Automotive. International Journal of Academic Research in Business and Social Sciences, 14(7), 1633–1640.
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