Content uploaded by Azhari Md Hashim
Author content
All content in this area was uploaded by Azhari Md Hashim on Jan 23, 2020
Content may be subject to copyright.
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
775
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
The Perception and Satisfaction towards Product Appearances by
Ageing Consumers
Nurazlina Jamalludin1*, Ahmad Zuhairi Abdul Majid2 and Azhari Md Hashim1
1Universiti Teknologi MARA
2Universiti Sains Malaysia
ajiazoomoo@gmail.com
Abstract
This study proposes to suggest a course of examining product impression regarded by
ageing customers. It further explores the correlation between ageing thought towards
product presentation in order to entirely comprehend ways in which they will react to
products as they age. A comprehensive literature revision was administered to recognize
the notable, substantial findings hitherto. The collected data in this paper were collected
from the secondary research method. Finally, suggestions are made as a way forward to
identify the product appearance attributes and where can be considered by designers,
marketers, or researchers in designing a product for ageing population. With the
availability of this method, the researchers or designers, thereby can produce a quality
and better product design requirement that meet the consumer needs. There is a necessity
to investigate the relationship between ageing and product evolution, particularly in the
presentation of the product. By recognizing the essentials of aging, it will be beneficial to
marketers and designers, especially in designing a product that will fulfil their needs.
Keywords: industrial design, ageing, consumers, design management
1. Introduction
Today, every second two people will reach the age of 60 by 2030, 16% of the world’s
population will be over 60. Ageing community persists to be regarded as a global
sensation and has transformed the demographic silhouette of numerous nations. By 2035,
Malaysia will present ageing population. It signifies 15% of its people will be categorized
as senior residents as the elderly population is thriving. By the year 2035, too, the
Minister of Women, Family and Community Development proposes that a projection by
the statistics department revealed that Malaysia’s ageing community would total as 5.6
million. Coping with ageing population can be a great challenge [1]. Since the rise of this
generation is becoming an issue, many sectors have to take an action to improve the
wellbeing of the ageing particularly in the consumerism aspect in product design
development. Despite the importance of this study for understanding the aging and
developing better ways to serve older consumers. Research on this issue in Malaysia,
particularly still infancy and relatively limited.
This article renders a literature analysis on distinct elements of ageing knowledge of
product image to thoroughly learn how they will react to products as they grow older.
This paper begins by briefing about ageing in Malaysia then followed by reviewing
ageing as a consumer. However, the intention is not to discuss or to seek descriptions of
biological or sociological ageing. Finally, it focused on the aspects of ageing perception
of product appearance in a different context. It is anticipated that the subsequent interests
will be achieved by examining current practice and conferring. After considering these
issues, suggestions are made so that designers may pay more attention as they design for
ageing consumer’s that will meet their needs for the future.
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
776
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
Figure 1. The Conceptual Framework of Product Appearance Towards Ageing
Consumers
The keywords or factors illustrated in Figure 1 will be repeatedly used during the
explanation and discussion throughout the study. Below are the definitions of the
keywords related to this study:
a) ‘Ageing’ is the primary concern in which the researcher needs to study the possible
contribution towards product appearance and technology. In the context of this study,
ageing is referred to as those aged 45-65 because, based on quotes from literature, 60
years and above is the age agreed to be considered as ageing population. Malaysia will
have a sharp ageing rate in 2035, and a 45-year-old respondent today will attain 62
years of age at that time. Therefore, their statements or ideas are indispensable to
produce appropriate products and meet the requirements of ageing population in the
future.
b) ‘Product Appearance’ appears as the primary concern of this study that the researcher
needs to give it emphasis. In this study, the physical externalities of a tangible product
were being studied. They include shape, size, material, function, ease of use, and
colour. The purpose of this attribute is to examine the suitability and importance of the
appearance of the product to the future ‘new old’ population.
c) ‘Satisfaction’ is perceived as a degree of fulfilment of expectations [2]. The consumers’
satisfaction by using the daily products is considered necessary with several factors
that could differently influence on the consumers. In this study, the focusing factors
consist of the fulfilment of consumer needs, intentions to own a product, brand, and
price. The consumer judgments towards the product value are needed to answer the
research questions.
d) ‘Perception’ is considered an essential keyword that the researcher needs to discover. It
is because ageing perceptions of product appearance and technology is essential to
fulfilling the needs, products ownership, and satisfactions that will be used by these
populations in the future. Perception is a process involving selecting, organizing, and
interpreting the information to produce meaning [3]. It is an individual or consumer
image or impression about different products on retailers, producers, and many more.
e) ‘Technology’ in this context means the extent of ageing ‘acceptance’ in factors
affecting the perceptions and the technological significance of the elderly’s lives. The
emphasis is given on the impact of the product with technology and whether the
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
777
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
technology is important in influencing the acceptance of change on the product.
Besides, the use of technology is seen to improve the lives or care of older people and
is beneficial for a better future.
The progress of ageing and product design research in this area has been limited and
still new, especially in Malaysia. Most of the research has been done in Malaysia are
focusing on social welfare, retirement, medical services, economic, and other facilities for
ageing. Hence, the issues highlighted, uniquely, in administering adequate healthcare,
amenities, and foundation for the senior subjects [4]. For instance, in other countries such
as the United Kingdom, Canada, and few Asian countries such as Japan, China has been
doing research on product development for ageing ages ago. Concerning that, there is a
need for this issue to be studied, and there is an impact on the ageing population in
Malaysia to support their activities in daily life. A previous study also had mentioned that
many of today’s products and services are not meant to satisfy the demands of older
individuals, and novel product growth for them is still at the fundamental level [5].
The main focus of this study is related to product creation through product appearance.
Designers produce products that are acceptable in a certain way by a specific user group.
Therefore, in order to realize this objectivity, the understanding of target users becomes
an essential requirement. Besides, user equations and mechanisms are products
communicate perceptions and user response to the product. The researcher has collected
attributes or keywords related to product appearance and will discuss this further. The
finalized six attributes or physical properties of a product, which are colour, function, ease
of use, size, material, and shape, were generated from different appearance attributes,
which will make the attributes more objective for the designer.
2. Literature Review
The community age composition shift is apparent from the Malaysian population
pyramid in figure 2 below. In 2010, the state of the Malaysia population pyramid was
retrogressive and was anticipated to continue until 2040. This regression designates a low
birth movement, which is being represented with convex slants. It suggests that the adult
society mortality rate is low. In the year 2040, the pyramid exhibits a flat and more
widespread apex betokening a growth in the ageing society.
In 2040, the aged inhabitants are forecasted to progress and folded in comparison to
2010. As being quoted from Malaysia’s Department of Statistics, indicates that ageing is
increasing in Malaysia, and the elderly consumer might increase proportionally to the
population projected. At this point, the consumer will not only the youngsters but the
elderly as well. The focus can now be shifted to elderly consumers.
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
778
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
Figure 2. Malaysia Population Pyramid 2010-2040 (Department of Statistic
Malaysia)
Health Ministry of Malaysia describes seniors as those aged 60 years and beyond, and
the ascertainment of this is age lower in comparison to the age employed by the World
Health Organization (WHO). It suggests 65 years, instead. There is no explicit stipulation
of a law establishing the word aging [4]. Presently, ageing is impossible to be classified
based on age solely. It is because “chronological age” does not signify “physiological
age.” The elderly mental and physical capacities may vary. The culmination of ageing is
the rise in life anticipation amongst the aged community since there is advancement in
healing ability and technology, promoting the excellence of experience, reduction fatality
rates, drop in productiveness, progress education standards, and develop the sense of
health. It signifies numerous concerns encountered by people who may bear harsh
consequences and unfavorable for the nation [6].
People or governments in Malaysia only concern about the issues mentions, but what
about the product that will support them in their daily life. Increasing age also causes
physical and psychological changes to mean the daily product also is essential in helping
them to survive and to help them manage in daily life. Besides all the issues mentioned
above, a healthful lifestyle, including a healthy diet and a healthy social life, have
adequate rest, hygiene, and a pleasant environment is also essential. Besides, more than
half of the elderly in this country live alone without family [6]. The aging problem is not
only a concern among the sectors involved and policymakers, but it is also a concern
among those aged itself due to some challenges to be confronted with their life in their
golden years.
On the other hand, in the policy statement, the senior citizens of the country are the
government’s commitment to creating a self-sufficient elderly, dignified, and appreciated
by enhanced individual’s latent with healthy ageing, concrete, effective, prolific and
assistance to advance the welfare in emerging nations.
2.1. Ageing as a Consumer
The rapid ageing of the world population has numerous implications for product
design. As the proportion of the population born in ‘baby–boomers’ years of 1946-1964
advances into the older age groups over the next decade or so, their changing needs are
likely to become economically crucial for marketers. The ageing issues will influence the
productivity and economic growth of the nation [7].
The growth of the older generation is estimated to increase up to two times the number
of children from 2010 to 2035, specifically in Malaysia. Particularly with the rise of this
generation, the consumerism aspect of product design development will be affected in
order to cater to this market. The increasingly more substantial ageing community makes
it challenging for marketers, too, to overlook the segment’s captivation [8].
For ageing customer, innovative technology commodities carry the prospect to
facilitate life, to establish contact with relatives and associates, to support health facilities,
and to promote safety and independence in their later life stage [9]. Technology is one
means of guaranteeing their sustained security. The social assimilation advancing and
independent living completed with technology is promoting the elderly’s prosperity, and
this is significant to maintain the needed supplies to render outstanding interest at
enduring standards [10]. Product design provides the possibility for distinctive interest in
the market [11].
The satisfaction standard of ageing consumer regarding product design is crucial and
has become a pressing matter as many constituents to be considered depending on their
circumstance and life habit.
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
779
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
2.2. Product Appearance
There is a broad collection of literature associated with a product presentation — the
product image performs a vital function in deciding buyer acknowledgment [12]. When
customers notice a product presentation, they recognized distinct bodily traits that
collectively form the product composition, for instance, appearance, configuration, and
surface [13]. These components incorporate perceptual product features, like form,
balance, pace, symmetry, elements, colouring, embellishment, and form [14].
Merchandise representation may carry artistic and illustrative sense for purchasers, can
deliver useful features and present a quality consequence (functional weight), and can
demonstrate the efficiency of application (ergonomic advantage). Besides, it can attract
and can impact the classification of the goods [11]. This research identifies six appearance
functions that proved pertinent to customers and were ample to illustrate the magnetism of
commodity presentation on product selection.
Similarly, focuses are on the appearance of colour on a particular brand of the product,
which responded to customer choices [15]. The study explores if colour elements
influence customer choices in product appearance by asked to indicate an opinion on
impression, emotion, and appreciation to understand the customer perception towards
physical of product, which involved colour from the particular brand. It was administered
by assuming that the color knowledge preference and acknowledgments of the customer
for many goods have become very intricate since they have uncovered an extensive array
of colour associations for various goods. Colours carry as much symbolic power as the
specific objects of the design.
A typical formation was produced for product experience that pertains to every
valuable response that can be executed in unique goods communication [16]. Three
distinct stages of merchandise encounters were discussed, and there are appearance
activities, a sense of purpose, and emotional involvement. Each of these three ingredients
forms the primary means. The aesthetic level needs a product’s potential to enjoy one or
more of the clear modalities. The weight level concerns the capacity to designate
character or other significant features. It is also to examine the individual or allegorical
point of the produce. The emotional standard includes those contacts that are predictably
reflected in emotion psychology and regular communication regarding sensations. The
evaluated relational sense of products provides the levels. The framework stipulates
guides for the method that stress the diverse examples of productive commodity activity,
which are used to define the individual and complicatedness quality of the goods.
Product display perpetually surrenders content to a customer; hence, numerous people
tend to purchase a good that appears physically engaging, and the product optical
impression may affect purchaser product assessment and selection in specific methods
[11].
Mainly, during the competitive price demands, design modifications of dimension,
colouring, pattern, covering, traits, and accessories are essential for the production of the
differential gain which sells novel goods and allows firms to cope with demographic,
human, social and commercial modifications [17], [14].
However, the purpose of this study was to view the product appearance and the
relationship to aging as a consumer. It is clear that all the opinions on product attributes
are relevant, and the visual element meaningful to the physical of the product. It is
significant because product appearance plays a role in determining consumer response.
Along with this, the product experience such as aesthetic, meaning, and emotional
experience, explained the personal and nature of the product. There has been much
research and discussion conducted on this topic but still lack of study focusing on this
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
780
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
topic on ageing as a respondent, particularly in Malaysia. More research is required to
gain a better understanding as ageing population is growing.
3. Methodology
Secondary research has been used as a method to assess the literature. It is collected
from other sources such as books, journals, newspapers, and documents from related
government departments. In order to identify the gaps and other deficiencies of this
research, secondary data are used and considered as helping the primary data collection to
be more specific on its purpose. There was also some additional evidence that needs to be
collected for the same reason, and finally would generate new insights from previous
analyses [18].
4. Results and Discussion
The research registers that a customer possesses diverse requirements and prepositions
regarding product features.
Prior pieces of knowledge on ageing and the manifestations of the goods will set the
recognition and content of the application of a product and features. The design of the
product’s outer image is imperative as a means of an engaging message to the clients. It
will be an interesting point to realise that it is not about the designer or product developer.
The presentation may also impact consumer inclinations.
Several scholars attempted to intellectualize the kinds of knowledge carried by the
product and ways in which the design and visual manifestation of a product inspired
users’ cognitive/behavioral reactions in a customer/goods context. A more extended
analysis is required to recognise determinants that regulate ageing acknowledgments to
merchandise ideas.
5. Conclusion
Demographic inclinations about the impression of ageing proved that both
contemporary conditions and coming inclinations immediately involve all of us. Ageing,
is a present truth for some, and the rest is their future. In reflecting the association
between ageing and product advancement, the prospective investigation proceeded to
endeavor and to promote the perception of ways in which ageing impacts user activity on
product features. Products or services should be designed and meet the needs of the
ageing consumers. They want right quality products at a reasonable price they can afford.
Designers need to understand which market segment that the product is to be sold and
also to consider what different people will use products at different stages in life.
Nowadays, customers are looking for new experiences in products or services. This fact is
strengthened by the statement of today’s market trend is towards emotional [19]. Our
work will be driven by stories and emotions, not just by data. The new experience is very
much related to words like ‘Fun,’ ‘Entertainment’, and ‘Individualized.’ Designers have
ideas and imaginations for happiness, and the idea realization can gradually educate the
people or users, consumers, and customers towards new happy lifestyles. We must have a
connection cycle between the designer (provider/developer) and the users [20].
Ergo, the ageing consumers are motivated by psychosocial needs and their financial
status. These points are immediately linked to the characteristics of ‘Baby boomers.’ They
bear notable distinct dispositions. It starts from keeping and spending designs, to output
anticipations, until requirements on corporations for culturally responsible modes,
improved position, and consumer assistance exercises.
International Journal of Advanced Science and Technology
Vol. 29, No. 01, (2020), pp. 775-781
781
ISSN: 2005-4238 IJAST
Copyright ⓒ 2020 SERSC
References
[1] F. S. Ong, and D. R. Phillips, "Older consumers in Malaysia", International Journal of Ageing and Later
Life, Vol. 2 No. 1, (2007), pp. 85–117.
[2] H. A. Nasser, S. B. M. Salleh, and H. M. Gelaidan, "Factors affecting customer satisfaction of mobile
services in Yemen", American Journal of Economics, Vol. 2. No. 7, (2012), pp. 171-184.
[3] O. William, E. E. Appiah, and E. A. Botchway, "Assessment of customer expectation and perception of
service quality delivery in Ghana commercial bank", Journal of Humanity, Vol. 4 No. 1, (2016), pp. 81-
91.
[4] W. Lim, W. Xin, N. Sulaiman, and D. Baldry, "A conceptual framework for understanding the social
care facilities management audit (SCFMA) at the residential care home for the elderly (RCHFE) in
Malaysia", 2nd International Conference on Management, Economics and Finance, (2013), pp. 112–140.
[5] C. Herstatt, F. Kohlbacher, and P. Bauer, "Silver product design: Product innovation for older people",
Working Paper No. 65, (2011), pp. 1-15.
[6] D. P. Selvaratnam, N. A. Idris, N. A Bakar, and O. B. Kim, "Kesan peningkatan jangka hayat di
Malaysia", Proceeding of Perkem, Vol. 4 No. 1, (2009), pp. 305–315.
[7] D. E. Bloom, D. Canning, and J. Sevilla, "The demographic dividend: A new perspective on economic
consequences of population change", RAND Corporation, Santa Monica, (2002).
[8] F. S. Ong, and D. R. Phillips, "Older consumers in Malaysia", International Journal of Ageing and Later
Life, Vol. 2 No. 1, (2007), pp. 85–117.
[9] A. Dickinson, and R. L. Hill, "Keeping in touch: Talking to older people about computers and
communication", Journal of Education Gerontology, Vol. 33 No. 8, (2007), pp. 613-630.
[10] A. C. B. Madeiros, N. Crilly, and P. J. Clarkson, "The influence of ageing on the experience of
information and communication technology", Workshop at the HCI, (2008), pp. 25-26.
[11] M. E. H. Creusen, and J. P. L. Schoormans, "The different roles of product appearance in consumer
choice", Journal of Product Innovation Management, Vol. 22, No. 1, (2005), pp. 63-81.
[12] N. Crilly, J. Moultrie, and P. J. Clarkson, "Seeing things: Consumer response to the visual domain in
product design", Design Studies, Vol. 25, (2004), pp. 547–577.
[13] J. Blijlevens, M. E. H. Creusen, and J. P. L . Schoormans, "How consumers perceive product
appearance: The identification of three product appearance attributes", International Journal of Design,
Vol. 3, (2009), pp. 27-35.
[14] A. B. Veyisoglu, "The influence of product pppearance on perceived product quality in reference to
washing machines", Master thesis, Middle East Technical University, Ankara, (2010).
[15] N. Jamalludin, A. M. Hashim, and A. A. Zalay, "Costumer choice of colour elemente in relation to
physical product appearances", Jurnal Seni Dan Pendidikan Seni, Vol. 2, (2014), pp. 118-130.
[16] P. Desmet, and P. Hekkert, "Framework of product experience", International Journal of Design, Vol. 1,
No. 1, (2007), pp. 57–66.
[17] M. Berkowitz, "Product shape as a design innovation strategy", Journal of Product Innovation
Management, Vol. 4, No. 4, (1987), pp. 274-283.
[18] S. Irwin, and M. Winterton, "Debates in qualitative secondary analysis: Critical reflections, Timescapes:
An ESRC qualitative longitudinal study UK data archive", University of Leeds, London South Bank
University, Cardiff University, University of Edinburgh, (2011).
[19] R. Jensen, "The dream society", McGraw-Hill, New York, (1999).
[20] A. Z. A. Majid, "Design strategy for designing a service in Malaysia", International Journal of Advanced
Science and Technology, Vol. 28 No. 15, (2019), pp. 172-181.
