Product Naming: Analyzing Customer Preferences

https://doi.org/10.55966/assaj.2025.4.1.075

Abstract

The first thing that represents a product is its title or name. It is observed that sometimes a very quality product can go unnoticed because of ineffective titles or names.  The area, thereby, needs to be under a constant lens of observation. Despite that, previous research in this domain has been less explored. Thereby, the current study aims to explore and investigate customer preferences for product names. The researcher uses qualitative method to collect the data in the form of interviews. The study uses Bernard Berelson's content analysis and Braun and Clarke's thematic analysis. The findings revealed that product names significantly influence customer preferences, with emotionally evocative, imaginative, and simple names being the most favored. Younger participants preferred poetic and adventurous names such as Fragrance Like Dancing Stars, while older individuals favored comforting and dependable names such as Reliable Fragrance. Gender and professional background also shaped preferences, with creative individuals drawn to expressive names and structured professionals leaning toward familiar and trustworthy options.

Keywords: Customer preferences, Product names, Communication theory