Imamovic, IrmaLeitão, Beatriz Teixeira2023-09-122023-09-122023-07-06http://hdl.handle.net/10400.26/46513Packaging 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.engPackaging colourBuying intentionBrand recognitionConsumer behaviourcolour psychologymaster thesis203340612