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Influence of packaging colour on consumer behaviour: A study on packaging colour on buying intention and brand recognition in the portuguese context
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| 3.09 MB | Adobe PDF |
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Resumo(s)
Packaging is a crucial part of the marketing mix and is extremely important in
drawing customers to a product. Most impulse purchases occur as a result of
packaging attractiveness. Furthermore, colour is also strongly associated with
brand personality, evoking emotional responses that can impact consumer
behaviour regarding not only buying intention but also brand recognition.
Even though there is vast literature on the study of colours, there is not much
regarding the packaging colour, thus this study aims to research the influence of
packaging colour on consumer behaviour having into account different age
groups and genders.
In order to conduct the study, a quantitative approach was applied, using a
self-administrative online questionnaire.
The research concluded that packaging colours do influence consumer
behaviour and that buying intention and brand recognition are dependent on
packaging colours.
These study's main findings contribute to marketers and brands functioning
in the Portuguese market and provide useful insights on selecting packaging
colours in order to survive and grow in the current cutthroat industry.
Descrição
Palavras-chave
Packaging colour Buying intention Brand recognition Consumer behaviour colour psychology