The Effect of Visual Product Aesthetics on Consumers’ Price Sensitivity

In today's world, due to renewed and changing consumer demands and the rapidly developing technological factors, companies and managers are in search of new strategies to make a difference in their products and services. As competition increased marketers started to focus on new approaches and product innovations to attract consumers’ perception and attention. One of the most effective ways of differentiating is using aesthetics. Visual aesthetics of products creates value for consumers. Visual aesthetics create significant value for product and makes it more special. Also, level of price sensitivity of consumer decreases when the product is more unique and prestigious. This study aims to investigate the relationship between visual aesthetics of products and consumers’ price sensitivity. The data of the study is collected via a survey form from 510 respondents from Eskisehir, Turkey. The results revealed that visual aesthetics of products and also its sub-dimensions including value, acumen, and response are negatively associated with consumers’ price sensitivity. Explanatory power of response dimension was higher than its counterparts.