Package Color Influence on Consumers’ Intention to Purchase Low-Involvement Products: A Cross Culture Comparison
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Color is an amazing phenomenon that we as living beings should be very grateful to get the chance to experience and perceive, just imagine how dull the world and the universe would be without color. What seems to be a fairly simplistic phenomenon due to its continuous presence in everyday life is actually a rather complex incident inherited from a constant interrela-tionship and interaction between the spectrum of light and the spectral sensitivities of light receptors in the human eye. Our modern understanding of color is based on the findings of Isaac Newton in the 1700th Century.Color is a vital part of today’s modern society, and it has developed to become an influential feature within marketing that due to its simplistic attributes, impacts us humans more than we believe it does, have it be consciously or unconsciously. Color and its use in product packag-ing has since long been an understood and practiced convention within marketing and by package designers, but research has been fairly limited and package designers have in many situations relied on pure intuition or gamble when choosing colors on their product packages. It is today believed that color preferences, association, and color meaning varies from culture to culture all over the world, despite the belief that a certain few colors are universal in its associational perception. This in turn is crucial for companies to keep in mind when taking their products abroad and entering new potential markets, and it can be the difference between success and failure. The purpose of this study is thereby to provide a better understanding of consumers purchase intention and how consumers are influenced by package color in relation to low involvement products. Additionally, this study looks at international aspects by looking at culture related color preferences and meaning. The study is based on a consumer perspective; however the study will practically help companies and managers that work with products and product packaging, especially low involvement products.The main results from this study are based on interviews from a total of eight people from four countries: Pakistan, Germany, Turkey, and USA. These indicate that color is perceived as the most important element of a product package, above other elements such as shape, size, materials and logos. Some specific elements of color like: Visual equity, brightness, warmness and coldness show consistency with theory and agreement between the eight interviewees, while some empirical data go against theory like package novelty and contrast and indicate inconsistency between the interviewees. Colors like red, white, yellow, grey, and pink were viewed and associated similarly in this study while green, blue, purple, and black are viewed and associated dissimilarly.
Place, publisher, year, edition, pages
2016. , 47 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-45175Local ID: 2e75caa5-6f19-4e8d-9ed2-4e6633b70163OAI: oai:DiVA.org:ltu-45175DiVA: diva2:1018459
Subject / course
Student thesis, at least 15 credits
Business Administration, bachelor's level
Ek Styvén, Maria
Validerat; 20160628 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved