Functional and Symbolic Attributes of Brand Selection.

Purpose – This paper seeks to identify the functional and symbolic attributes of product and brand selection that are of importance to 18-24 consumers across food and toiletries products.

Design/methodology/approach – The investigation used both qualitative and quantitative research methods. The initial quantitative study (268 respondents) aimed to identify in order of importance (using ANOVA) the variables that drive purchase behaviour across the four product categories of soap, coffee, breakfast cereal and toothpaste.

Findings – The study identified the key importance of sensory (e.g. taste, scent) attributes in the selection of the specific products studied. These sensory attributes may define the brand positioning of the products.

Practical implications – This paper has implications for new product development.

Originality/value – Identifies the functional and symbolic attributes of product and brand selection that are of importance to 18-24 consumers across food and toiletries products.