Design Diversity and Brand Loyalty

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.