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INDEX
PAGE
SL.NO TOPICS
NO
1 INTRODUCTION
2 CONCEPTUAL BACKGROUND AND
LITERATURE REVIEW
3 RESEARCH DESIGN
4 DATA ANALYSIS AND INTERPRETATION
TABLE 1: Age
TABLE 2:
TABLE 3:
TABLE 4:
TABLE 5
TABLE 6
TABLE 7
TABLE 8
TABLE 9
TABLE 10
TABLE 11:
TABLE 12:
TABLE 13:
TABLE 14:
TABLE 15:
TABLE 16:
TABLE 17:
TABLE 18:
TABLE 19:
TABLE 20:
TABLE 21:
TABLE 22:
TABLE 23:
TABLE 24:
TABLE 25:
TABLE 26:
2

TABLE 27:
TABLE 28:
TABLE 29:
TABLE 30:

8 FINDINGS,CONCLUSIONAND
SUGGESTIONS
BIBLIOGRAPHY

CHAPTER 1

INTRODUCTION
3

Introduction

Color is omnipresent, and contains the hotspot of a large customer data. As of its
first visual contact with the bundling system, the buyer is promptly pulled in by the
shading, thus separating the object and assessing it. The shopper must have the
decision, and the shading choices are often a key segment and an important part in
the purchaser's decision about an item. Is it true, then, that hues affect us?
Furthermore, if that is the case, what impact does it have on our emotions,
inclinations, as well as our convictions and demeanors towards the bundling
framework that we pick.

As with his previous procurement tests, the customer builds up his inclinations and
hating for the structures of items as shown by a few factors that fundamentally
indicate his age and sex, way of life and convictions, feelings and dispositions
4

Shading has several employments for advertisers. It's the very first thing we usually
consider. Shading shapes, the way we think in an instinctive and prompt manner.
Shading can be an essential appliance in an advertiser's hands. Shading talks with in
a general public feeling overburdened with data and incitement. Enhancing
simplicity and effect. Shading has solid affiliated meaning, can transmit quickly, can
evoke a ground-breaking subliminal reaction.

Numerous works demand the way in which shading is a fundamental variable in the
preparation of the data and the arrangements of the consumer towards the object.
What effect does the shading have on the buyer's behavior then? What kind of role
is it doing in its decision on procurement? In the initial chapter, we research this
exploration's theoretical framework by focusing on the colors of the mechanism and
its impact on buyer behaviour. The following section is committed to adding things
to look at bearing. The customer particularly mentions the sight to comprehend the
earth that embraces him. This clarifies why shading is a predominant variable in its
recognition procedure and that intercedes in the selection of items in a common
manner. Hues are one of the promptest messaging approaches, helping the shopper
to treat, hold and remember the data more appropriately than highly contrasting.
Shading is regularly used as a marker for the classification of an item and
encourages shoppers to show its distinctive proof. Hues boosts work in cooperative
energy with all detects, they symbolize ideas and contemplations, they express
creative mind, review a spot and produce a passionate reaction.

Branding is critical because it is not only what gives consumers a memorable


experience, it also helps your clients and customers to know what to expect from
your organization. It's a way to distinguish yourself from the competitors, and to
describe what you're offering to make the better choice. Your brand is designed to
represent truly who you are as a company. Branding is of utmost importance to a
company because of its overall impact on your business. Branding can change how
people view your brand, drive new business, and raise awareness of your brand. For
a business the most important reason for branding is because it is how a company
gets attention and becomes recognizable to customers.

The logo is the most important branding feature, especially when it comes to this
factor since it is basically the company's face. There will be no challenge for a good
5

brand to drum up referral sales. Good branding generally means that buyers have a
positive impression of the product and are willing to do business with you because
of the familiarity and presumed value of using a name they can trust. Word of
mouth will be the best and most effective advertisement for the company once a
brand has been well formed. A good brand won't bother drumming up the referral
market. Strong branding usually means that the company has a positive impression
with customers, and they are likely to do business with you because of the comfort
and perceived reliability of using a name that they can trust. Once a brand has been
well developed, word of mouth is the best and most effective advertisement for the
business.

The packaging makes self-service, as in the case of purchases made in supermarkets


and retail mart, consumers pick the items on their own without the retailers
providing any support. The company must therefore develop the product offering in
such a way that it can attract the attention of the consumer to it. Powerful packaging
can actually help a company to draw customers to its marketing. It can be the
weapon that sets the company apart in a vast sea of options available to the user. A
successful packaging will really contribute to a product's perceived value. There are
some powerful strategies that can be used to make sure your product kit is a great
tool for your product to market. Let's look at some of the elements you can integrate
in a package to make it more efficient. The organization must be transparent on who
to attract and inspire the packaging is built to. If youth are the target audience, then
the concept can be abstract and modernistic. But if the target clients are senior
citizens, then the concept should be precise and transparent. It's not always easy to
design the packaging for a target audience but you can meet those guidelines. Label
Packaging provides insight into how Strategic Branding can be effectively generated
by package design. Once design and packaging work together products are elevated
from a product to a consumer lifestyle expression. Brand Packaging provides
information on creativity and design to brand owners, designers, manufacturers and
advertisers by reporting subjects, trends, news related to consumer packaged goods.
Consumer purchasing behavior is the sum total of the behaviors, desires,
expectations and decisions of a consumer about the actions of the buyer in the
marketplace when buying a product or service. Consumer behavior analysis draws
on biology, psychology, sociology, and economic branches of the social sciences.
6

Identification of Problems-The first step is the identification of problems. The


customer knows during that phase that she has an unfulfilled need or want. Let's use
the example of a customer who has just been told by her mechanic that it will cost
more than it is worth to repair her vehicle. Our customer realizes that she now has a
transportation need and wants to be able to satisfy that need by buying a car.
Knowledge Search-The next step is to collect relevant information on what you
need to solve the problem. In our example, our consumer can engage in online
research to determine the types of available vehicles and their respective features.
Evaluation-It is measured against the needs, desires, interests, and financial
resources available for purchase after information is collected. Our customer has
wanted in our example to limit their options to three cars based on price, comfort
and fuel efficiency. Purchase-The consumer must make a purchasing decision at this
stage.

The final decision can be based on factors like price or availability. For instance, our
consumer decided to buy a particular car model because its price was the best it
could negotiate and the car was immediately available. Consumer behavior is
important so advertisers should understand what affects customer purchasing
decisions in that way. By understanding how consumers decide on a product they
will fill in the market gap and recognize the products needed and the products
obsolete. Studying customer behaviors often lets marketers determine how to deliver
their goods in a way that maximizes consumer effects. Understanding consumer
purchasing behavior is the key secret to meeting and engaging your clients, and
turning them into buying from you.
7

CHAPTER 2

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

Background
8

When selling goods color plays an important role. It is a powerful marketing tool that
affects many aspects of consumer purchases. Marketers need to consider color
harmony for product marketing to be effective. Almost all of today's items have
vibrant facades. Choosing the right colors to use has a huge impact on the sales of the
products. While no particular set of rules govern color choices, work has drawn up
general guidelines based on the associative learning theory, the relationship between
color and emotion. The researcher performed a retrospective report on color
perception influences behavior purchasing consumers. Advertising is one secret
consumer-perceived product attribute.

It always fulfills the marketing role, even when the marketing elements of advertising
are not publicly understood by a company. The kit is an important factor in the
decision-making process as it conveys a particular message to customers. The desire
to buy depends on how much customers want the product to please them when they
are consuming it. How they understand it depends on the elements of communication,
and for many marketing strategies this is the key to success.

Color determines how the product will attract a buyer. If that doesn't appeal to them,
they're not going to engage with it. A distinctive brand identity will draw people in
and consumers will choose your product irrespective of the packaging once your
business is formed. You have to develop that reputable reputation first though. Red
This striking color evokes passion, strength and arousal. color and packaging as
marketing mix

Shading takes on a job in the elements of caution (fascination with attention),


attribution (cognition of the item universe) and conformity (intelligibility with the
personality of the place and the brand). With regard to the fascination of
consideration, which depends on the physiology of the consumer, it seems evident
that a bundling that contrasts with its neighbors will have a bigger strike in the racks,
and will receive more consideration from the buyers
9

Shading can have an effect on the briskness of observations. Hues definitely do not
have the same inherent ability to consider. A selection of shades would be more
attentive. Packaging itself plays an important part in the marketing mix, as it separates
the product of the business from its rivals and is also the way to connect with its
consumers.

According to(Ahmed, Billo&Lakhan,2012) Packaging is the last impression for


customers and they make buying decisions based on product packaging that created a
picture in the customer mind, so it is very important that packaging works hard to
secure the sale, which can be in the form of brand image, brand values, product
quality and innovations. Packaging performs multi-tasks and functions identifying
the product and its functionality and interacting with customers as well as
safeguarding.

Mothibi, Behead. (2014) (Devismes, 2000; Roullet, 2006) Shading can have an
effect on the briskness of observations. Unquestionably, hues do not have the same
natural ability to take into account.Shading assumes a job in the elements of caution
(fascination of consideration), of attribution (cognizance with the item universe) and
compatibility (intelligibility with situating and brand personality).

(Roullet, 2006). A number of hues would carry more clear attention than others, the
first position would be the orange one, follow-up of the red, blue, lastly the green of
the sun.With regard to the fascination of the consideration, which depends on the
customer's physiology, it seems evident that a bundling that contrasts with its
neighbors will have a greater strike in the racks, and will catch more consideration
from the buyers.

Cavassilas (2007) interests the use of a shading foundation as opposed to an


allegorical foundation presents interests of visual and intellectual ergonomics, since
a shading foundation causes a more notable, passionate effect since shading. is
rumored to be a signifier that incites an enthusiastic response. The ability of hues to
stand out is significant in showcasing, especially for promoting correspondence,
brand visual personality arrangement and bundling hues selection

(Divard, 2001). Hues can in any case also distract attention, that is, allow non-focal
components of business correspondence to be observed.The buyer uses an
10

alternative shading to feature each subject, to acknowledge explicit items by subject,


by detail. Along these lines, he can close his eyes when he wants, and imagine the
shading to help more accurately collect data. A psychological image is much
simpler to remember than its proportionally related or printed sound.

The eye sees red quicker than blue (Deriner, 2000), this perspective explains why
red is used in signs as often as possible, but also in advertisements, for media that
should be viewed from isolation or developments

(Sohier, 2004)Nonetheless, hues are likely to have a "parasitic impact" which


decreases the intellectual limits of the location of data. Shading measurements and
effect of inclinations on shopper decisions

(Dooley, 1970). Shading encourages us to understand and retain data more readily
when used fittingly and appropriately. Every color has a meaning that varies from
one consumer to the next. This affects the way we view data and process this. This
improves the ability to recall words and images, and is considered an important
factor in memory maintenance.

Nicholson (2003) recommends that the hue of an object in the visual memory be put
away. Without a doubt, in the light of these announcements, there is no doubt that
customers structure mental images of the items and the bundling they are faced
with. We hold them as images at the point we encounter them, which will allow
them to visualize the objects when they have vanished from their field of vision.

(Lichtlé, 2002b, p.24)The shading consists of three measurements: The tone is the
shading condition on the chromatic sphere. It's determined by the shading's
prevailing wavelength; at that level, the luminance that is the relation to light.
Because of the amount of light the shading reflects it is the dim or bright character
and Lastly, immersion which is the level of shading quality (Fabrique, 2003)

(Divard and Urien, 2001, p. 24)Contrasting with these different potential shading
varieties, a few commitments have indicated that individual factors, such as age or
sex, affect the inclination of shoppers to pick a shading.

According to Berlyne (1960), shading inclinations during everyday life are


genuinely made right off the bat. Those underlying inclinations are delivered as an
element of earth's boosts during adolescence. Young people are generally drawn to
11

warm hues and their inclinations are organized through cooperative learning as well
as through normal physiological changes in the maturation of the focal point.

(Burkitt, 2003)The preference of shading allows for population separation.Every


shading affects the buyer differently; it may very well be animating or quiet . A few
studies have shown that warm hues (red, yellow, orange) reinvigorate people's
conscientious sensory system. There's no doubt that red builds circulatory strain,
beat rate and rate of breathing. On the other side, cool hues (blue, indigo, and violet)
will invigorate the sensory Para sympathy system on the grounds that these hues
decrease circulatory pressure, beat rate, and musicality in the respiratory system.
These behaviors are central to the relaxed response

Ellis (2001) undoubtedly comprised a huge example (over 5,000 people) and
acquired distinctive sex-based inclination results. Should the men incline towards
blue (45 percent) before the green (19.1 percent) in their example, ladies appear to
favor hot shades (pink or purple), unlike men leaning towards cold hues.

Grossman (1999) claims that two factors rely on the inclinations of people: positive
understanding of it, and informed thinking. Either the tendency to shading would
come from a prior positive interest in this shading, or the inclination will come from
discovering that certain shades are more fitting for those items than others. This
familiar learning would affirm the possibility that in the selection of hues, customers
will adjust to principles, and especially if buys are considered dangerous.

(Liu, 1995)Impacts of shading on the development of disposition towards the


item .The analysts excitement was clearly prepared by the impacts of shading on the
production of attitude towards the item

(Pantin, 2004; Pantin, 2009). As regards taste even more explicitly, shading would
have an effect on the sensations of the buyer as red for a solid taste, green for a severe
taste; this highlights the massive ability of hues to construe tangible recognitions.

Ezan and Piris's investigation (2009) calls attention to the fact that the decent variety
of hues in the combination of stores makes an impression of assortment. As a rule,
this analysis emphasizes that shading is an important measurement in the discernment
12

and evaluation of objects for young people who also seek continuity between the
shading and the concept of the object.

Dichter(1964)shows his results increasingly four cups containing a similar espresso


(obscure to the subjects) in front of four unknown boxes in different shades (dark, red,
blue and yellow). The subjects were to express solidarity or delicacy choices,
lavishness or sweetness, linked to each one of the espressos. According to the results:
73 percent of the analyzers made an exceedingly strong decision about the espresso
placed before the dark colored tray, 84 percent made a more lavish decision about the
red, 79 percent made a decision about the blue milder and 87 percent made a decision
about the yellow lighter.

(Pimentel and Heckler, 2003)According to the position and the showcasing offers, the
bundling impressions of energy, vigor and solidity or, surprisingly, impressions of
simplicity and daintiness will be attempted to function. Whatever it may be, the item
should live up to the wishes, standards and limitations of customers, it should
consider the way of life, conventions, uses and references related to shading, the
danger of presenting itself to monetary frustrations.

(Clark and Honeycutt, 2000). Bundling impacts discernments and demeanors of


buyers past the shade of the item itself. In addition, shading is commonly used as a
guide to the classification of an item, and promotes buyer IDs, such as green for
natural objects, blue and white for lactic items. Shading may be regarded as a fringe
or focal record

Sohier and Brée (2004) have looked at the effect of mineral water bottle shades of
red and blue. The blue container is viewed as being more nuanced and energizing
than the red bottle. The subjects were not that prepared to buy a red water tub

(Petty, 1983), while at the same time assuming a substantial job in shopper
perceptual space.Hues help us more effectively store, recollect and recall data than
strongly contrasting. This is one of the best ways of conveying messages. Shading
boosts work with all detectors, symbolize thoughts and contemplations, demonstrate
creative thinking, revisit a minute or spot and deliver an enthusiastic response.
13

(Percy, 1974).A pale blue bundle of espresso will show a focal shading file along
these lines after examining the "decaffeinated" label.Color differences in bright and
warm shades.

(Mohammedeswari, 2013). Hues are related to influences, feelings, or mind-sets;


they can encourage or hinder forms of retention. These are compiled as a
symptomatic list of decisions regarding memory and desire

Hemphill (1996) announces the importance of the shading's beauty in the full
relationship of emotion, for him the unmistakable shades create positive reactions
while the dim hues give negative answers.

Conroy (1992) found that individuals have distinctive enthusiastic reactions to


specific hues in objects. Importance of advertising on colors and research
underscores the immense importance of advertising in affecting customer point-of-
purchase decisions

(Underwood & Ozanne 1998) However, until the end of the nineteenth century,
packaging was limited to tying up a box with wrapping paper and string in most
U.S. economy sectors.

(Porter, 1999)Advertising became important as self-service retailing burgeoned in


the 1950s and advertising also has a role in choosing color.

(Kauppinen-Räisänen, 2014) Packaging design has been given a subordinate and


limited position with respect to the architecture and product design of production
systems.

(Azzi, Battini, Persona & Sgarbossa, 2012)and Simms and Trott (2014) are in a
similar vein as color that as choosing packaging and branding.
14

CHAPTER 3

RESEARCH DESIGN
15

PROBLEM STATEMENT

Consumer behavior is one of the dynamic marketing. Consumer behaviour, is more


dynamic than static. This is greatly influenced by many factors. One of the reasons
for this is color which has a greater influence on consumer buying behaviour.

The effect of consumer behavior varies with the customer and also depends on the
product, the brand's presence etc. A product with packaging and graphics / visual
imagery can be well made, but having a bland or garnish color palette will
contribute to a lack of consumer interest for the product. This may be the same for a
product and packaging design or for graphics / visual imagery that may come in an
enticing color combination but is designed well or not.

This may be the same for a product and packaging design or graphics / visual
imagery that may come in an attractive color combination but is badly constructed
in terms of shape, ergonomics or functionality. Notwithstanding its poor design,
proper color utilization can easily convince a consumer to gravitate to the product.
Will the consumer want to buy a poorly thought out design based on an enticing
color mix. Would a customer reject or deny a well-designed graphic or product
based on a poor color combination. It will help other designers realize that color is
important for product and how a customer would gravitate toward a particular
product, whether it is well designed or not.This led the research to conduct analysis
on the psychology of color effects on the actions of purchasing and behaviour of
consumers.

NEED FOR THE RESEARCH:

The following research helps to understand the need in different factors:

• Use of color in Product Designs.

• color contributes to Brand Recognition.

• color Offers Product Picture.

• Customer style to blend in with color.


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• Packaging as a result of Product selection.

• Branding has an important role to play in providing company image.

• Company's role in brand selection and packages.

OBJECTIVES

1.To understand how Consumer’s Psychology of color influencing buying behavior.

2.To analyze the preference of consumers in choosing the color in packaging.

3.To examine the association of age groups in picking up of color

4 .To examine the association of gender in picking up of color.

5. To identify the role of branding and packaging in influencing consumer


psychology.

6. To understand the correlation of Income and price range of products preferred by


them.

SCOPE OF THE STUDY

The Psychology of colors deals with the in-depth analysis of different aspects of
product branding, marketing and sales production. The color has the concept of
complexity and profitability, usually reflecting the info-graphic understanding and
design of the structure of the company, recognition of the logo and attractiveness of
the product with priority of consumer satisfaction. The development of business
assets, branding of the product and service, effect of color decisions on the
marketing, is very significant. If we think about product or service based on color
alone, there are certain drawbacks, we need to analyze and explain how the color of
the brand seeks to attract people and how it affects different people.

color emotion and color feeling are two crucial things for understanding cultural
differences and personal preferences in context. This paper focuses on researching
the customer psychology, branding, and color-based product marketing. The paper
also discusses how the process of marketing and branding takes true values from
reliable data tools to gain a better insight into how it operates. This paper makes it
17

possible to share the in-depth knowledge on color branding by taking the time to
bring constraints, ideas and preparation together.

RESEARCH METHODOLOGY
18

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
19

Frequency Table
AGE
AGE Frequency Percent
Age 18-25 112 35.4
26-35 67 21.2
36-45 108 34.2
46-55 12 3.8
>55 17 5.4
Total 316 100.0

AGE
Frequency Percent
316

112 108 100


67
35.4 21.2 34.2
12 3.8 17 5.4

Age 18-25 Age 26-35 Age 36-45 Age 46-55 Age >55 Age Total

According to the table shown above it is being observed that 35.4% of the
respondents fall under the age group of 18-25 followed by 34.2% of respondents fall
under the age group of 36-45 and 21.2% of the respondents come under age group of
26-35 and 5.4% are more than 55 and 3.8% are 46-55.
20

GENDER
GENDER Frequency Percent
Gender Male 193 61.1
Female 123 38.9
Total 316 100.0

GENDER
Frequency Percent

193
From the
survey
123
conducted
61.1 61.1% of
38.9

Gender Male Gender Female

respondents are Male and 38.9% respondents are female, that shows that Gender plays
a role in deciding key factors.

INCOME
INCOME Frequency Percent
Income < 2,00,000 168 53.2
4,00,000 112 35.4
>4,00,000 36 11.4
Total 316 100.0

INCOME
Frequency Percent
316

168
112 100
53.2
35.4 36
11.4

Income < 2,00,000 Income 4,00,000 Income >4,00,000 Income Total

Income as a role in the survey conducted:53.2% of the respondents are under the
income group of less than 2,00,000 followed by 35.4% of the respondents are having
21

the income range of 4,00,000 and 11.4% of them are having the income of more than
4,00,000.

PROFESSION
PROFESSION Frequency Percent
Profession Businessmen 26 8.2
Professional 123 38.9
Student 142 44.9
Other 25 7.9
Total 316 100.0

PROFESSION
Frequency Percent
From the
316
table
44.9% of

142
123
100

38.9 44.9
26 25
8.2 7.9
Profession Profession Profession Profession Other Profession Total
Businessmen Professional Student

respondents are students as a profession, 38.9% of the respondents are Professional


and 8.2% of the respondents in the survey are Businessmen and 7.9% are other
profession.
PRICE RANGE Frequency Percent
Price Range <20,000 150 47.5
40,000 115 36.4
>40,000 50 16.1
Total 316 100.0

PRICE RANGE
Frequency Percent

316 Price range


of the

150
115
100

47.5 50
36.4
16.1

Price Range <20,000 Price Range 40,000 Price Range >40,000 Price Range Total
22

respondents are as follows 47.5% are under the range less than 20,000 and 36.4% are
in the range 40,000 and 16.1% are more than 40,000.

FAVORITE COLOR Frequency Percent


Favorite color Red 109 34.5
Green 39 12.3
yellow 24 7.6
Blue 73 23.1
Black 52 16.5
White 12 3.8
Pink 7 2.2
Total 316 100.0

34.5% of the respondent’s favorite color is Red ,23.1% chose Blue ,16.5% chose
Black ,12.3% chose Green ,7.6% chose Yellow ,3.8% chose White and 2.2% chose
Pink.

FAVOURITE COLOR
Frequency Percent

316

109 100
73
52
34.5 39
24 23.1 16.5
12.3 7.6 12 3.8 7 2.2

Favorite Favorite Favorite Favorite Favorite Favorite Favorite Favorite


color Red color Green color yellow color Blue color Black color White color Pink color Total

CONSUMER PYSCHOLOGY OF COLOR VARIES BETWEEN TWO


PEOPLE WITHIN SAME REGION.
CONSUMER PYSCHOLOGY OF Frequency Percent
COLOR VARIES BETWEEN TWO
PEOPLE WITHIN SAME REGION.
Strongly Disagree 9 2.8
Disagree 18 5.7
23

Neutral 49 15.5
Agree 73 24.2
Strongly Agree 167 51.8
Total 316 100.0

CONSUMER'S PYSCHOLOGY BETWEEN PEOPLE

Frequency Percent
316

167

100
73
49 51.8
18 15.5 24.2
9 2.8 5.7
Strongly Disagree Neutral Agree Strongly Agree Total
Disagree

51.8% of the individuals Strongly Agree that Consumer psychology of color varies
between two people within same region ,24.2% of the individuals Agree the statement
,15.5% of them stayed Neutral ,5.7% Disagree to the above statement ,2.8% of the
respondents Strongly Disagree.

COLOR PRIMARY ELEMENT TO ATTRACT BUYER SELLER AND


MARKETING
COLOR AS A PRIMARY ELEMENT
TO ATTRACT BUYER Frequency Percent
Strongly Disagree 7 2.2
Disagree 13 4.1
Neutral 34 10.8
Agree 95 30.1
Strongly Agree 167 52.8
Total 316 100.0
24

COLOR PRIMARY ELEMENT TO ATTRACT


Frequency Percent

316

167

95 100

52.8
34 30.1
7 13 10.8
2.2 4.1
Strongly Disagree Neutral Agree Strongly Agree Total
Disagree

The study shows that 52.8% of respondents Strongly Agree that the Color is a primary
element to attract buyer seller and marketing process and 30.1% of respondents Agree
that color has a role in attracting buyers ,10.8% stayed Neutral in taking decision ,
4.1% Disagree with the statement and 2.2% Strongly Disagree with the same.

Table
VARIOUS COLOR INFLUENCES PEOPLE OF DIFFERENT AGE GROUPS WHICH AFFECTS
THEIR BUYING

  Frequency Percent

Strongly Disagree 6 1.9

Disagree 14 4.4

neutral 41 13

Agree 89 28.2

Strongly Agree 166 52.5

Total 316 100


25

VARIOUS COLOR INFLUENCES


VARIOUS COLOR INFLUENCES PEOPLE OF DIFFER ENT AG E GR OUPS WHICH AFFECTS THEIR BUYING Percent
Frequency

316

166

100
89

52.5
41
28.2
6 14 13
1.9 4.4
Strongly Disagree neutral Agree Strongly Agree Total
Disagree

52.5% of Individuals Strongly Agree that various color influences people of different
age groups which affects their buying behavior ,28.2% of the respondents Agree with
the variation in the color influences people of different age groups ,13.0% of them
stayed neutral with the desicion and 1.9% of the individuals Strongly Disagree with
the statement.
PICKING UP OF COLOR IS BASED ON CONSUMER MOOD

  Frequency Percent

Strongly Disagree 3 0.9

Disagree 39 12.3

Neutral 31 9.8

Agree 90 28.5

Strongly Agree 153 48.5

Total 316 100


26

PICKING UP OF COLOR ON CONSUMER MOOD


PICKING UP OF COLOR IS BASED ON CONSUMER MOOD Frequency
PICKING UP OF COLOR IS BASED ON CONSUMER MOOD Percent

316

153

100
90

48.5
39 31 28.5
12.3 9.8
3 0.9
Strongly Disagree Neutral Agree Strongly Agree Total
Disagree

48.5% of the individuals Strongly Agree that Picking up of color is based on


consumer moods.28.5% of respondents Agree that picking up of color is based on
consumer moods.12.3% Disagree with the statement that color does not play a role on
consumer moods and 9.8% stayed neutral that picking up of color may or man not
affect consumer moods.0.9% Strongly Disagree that picking up of color is not based
on consumer mood.
GENDER PLAYS A ROLE IN PICKING UP OF COLOR

  Frequency Percent

Strongly Disagree 1 0.4

Disagree 2 0.6

Neutral 6 1.9

Agree 123 38.9

Strongly Agree 184 58.2

Total 316 100


27

GENDER PLAYS A ROLE IN PICKING UP OF COLOR


GENDER PLAYS A ROLE IN PICKING UP OF COLOR Frequency
GENDER PLAYS A ROLE IN PICKING UP OF COLOR Percent

316

184

123
100

58.2
38.9

1 0.4 2 0.6 6 1.9


Strongly Disagree Neutral Agree Strongly Agree Total
Disagree

From the above table 58.2% of individuals Strongly Agree that Gender plays a role in
picking up of color.38.9% of them Agreed that gender plays a role in picking up of
color.1.9% of them stayed neutral and 0.4% of them Strongly Disagree that Gender
does not play a role in picking up of color.
AGE PLAYS A ROLE IN PICKING UP OF COLOR

  Frequency Percent

Strongly Disagree 5 1.6

Disagree 6 1.9

Neutral 39 12.3

Agree 98 31

Strongly Agree 168 53.2

Total 316 100


28

AGE PLAYS A ROLE IN PICKING UP OF COLOR


AGE PLAYS A ROLE IN PICKING UP OF COLOR Frequency
AGE PLAYS A ROLE IN PICKING UP OF COLOR Percent

316

168

98 100

53.2
39
31
6 12.3
5 1.6 1.9
Strongly Disagree Neutral Agree Strongly Agree Total
Disagree

53.2% of the respondents Strongly Agree that Age plays a role in picking up of
color.31.0% of them Agree that age plays a role in choosing color.12.3% stayed
Neutral that age may or mannot play a role in picking up of color.1.9% and 1.6%
them Disagree that Age do not play a role in picking up of color.
SOCIETY'S CULTURE IS A SENSITIVE MATTER IN DECIDING THE RIGHT COLOR FOR A
PRODUCT AND PLAYS A ROLE IN MARKET SALES

  Frequency Percent

Strongly Disagree 2 0.6

Disagree 7 2.2

Neutral 13 4.1

Agree 132 41.8

Strongly Agree 162 51.3

Total 316 100


29

SOCIETY'S CULTURE
SOCIETY'S CULTURE IS A SENSITIVE MATTER IN DECIDING THE RIGHT COLOR FOR A PRODUCT AND
PLAYS A ROLE IN MARKET SALES Frequency
SOCIETY'S CULTURE IS A SENSITIVE MATTER IN DECIDING THE RIGHT COLOR FOR A PRODUCT AND
PLAYS A ROLE IN MARKET SALES Percent

316

162
132
100

51.3
41.8

7 13
2 0.6 2.2 4.1
Strongly Disagree Neutral Agree Strongly Agree Total
Disagree

51.3% of the individuals Strongly Agree that Society's culture is a sensitive matter in
choosing the right color for a product and plays a role in market sales.41.8% of them
Agreed that Society's culture is a sensitive matter in choosing the right color for a
product and plays a role in market sales.4.1% of them stayed neutral that Society's
culture may or mannot be a sensitive matter in choosing the right color for a product
and may or mannot play a role in market sales.2.2% and 0.6% Disagree that Society's
culture is not a sensitive matter in choosing the right color for a product and do not
play a role in market sales.

CONSUMER'S CHOOSING A COLOR SUPPORTS THE OPERATION


TEAM TO DESIGN THIER BRANDING AND PACKAGING
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 5 1.6 1.6 1.6
Disagree 10 3.2 3.2 4.7
Neutral 12 3.8 3.8 8.5
Agree 129 40.8 40.8 49.4
Strongly Agree 160 50.6 50.6 100.0
Total 316 100.0 100.0
30

50.6% of the respondents Strongly Agree that Consumer's choosing a color supports
the operation team to design branding and packaging.40.8% Agree that Consumer's
choosing a color supports the operation team to design branding and packaging.3.8%
stayed neutral that Consumer's choosing a color may or mannot support the operation
team to design branding and packaging. 3.2% and 16% of them Disagree that
Consumer's choosing a color does not support the operation team to design their
branding and packaging.

COLOR INFLUENCES THE PURCHASE POWER OF CONSUMER'S


IRRESPECTIVE OF GENDER
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 23 7.3 7.3 7.3
Disagree 32 10.1 10.1 17.4
Neutral 14 4.4 4.4 21.8
Agree 96 30.4 30.4 52.2
Strongly Agree 151 47.8 47.8 100.0
Total 316 100.0 100.0
47.8% of the individuals Strongly Agree that Color influences the purchase power of
consumer's irrespective of gender.30.4% Agree that Color influences the purchase
power of consumer's irrespective of gender.4.4% stayed neutral that Color may or
mannot influence the purchase power of consumer's irrespective of gender.10.1% and
7.3% Disagree that Color do not influence the purchase power of consumer's
irrespective of gender.

MARKETING CAMPAIGN SHOULD BE ARRANGED TO RAISE


AWARNESS ON BRANDING AND PACKAGING
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 15 4.7 4.7 4.7
Disagree 26 8.2 8.2 13.0
Neutral 11 3.5 3.5 16.5
31

Agree 100 31.6 31.6 48.1


Strongly Agree 164 51.9 51.9 100.0
Total 316 100.0 100.0
From the above table it is shown that from the survey conducted 51.9% of them
Strongly Agree that Marketing campaign should be arranged to raise awareness on
branding and packaging.31.6% of them Agree with the same.8.2% and 4.7% of them
Disagree that Marketing campaign need not be arranged to raise awareness on
branding and packaging.3.5% stayed neutral that Marketing campaign should be or
should not be arranged to raise awareness on branding and packaging.

PACKAGING COLOR CAN ALSO BE USED TO INFLUENCE


CONSUMER'S EMOTIONS AND PERCEPTIONS ON GOODS AND
SERVICES
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 18 5.7 5.7 5.7
Disagree 16 5.1 5.1 10.8
Neutral 7 2.2 2.2 13.0
Agree 121 38.3 38.3 51.3
Strongly Agree 154 48.7 48.7 100.0
Total 316 100.0 100.0
48.7% of the respondents Strongly Agree that Packaging color can also be used to
influence consumer's emotions and perceptions on goods and services.38.3% of them
Agree that Packaging color can also be used to influence consumer's emotions and
perceptions on goods and services.5.7% and 5.1% of them Disagree that Packaging
color need not be used to influence consumer's emotions and perceptions on goods
and services.2.2% of them stayed neutral that Packaging color may or mannot be used
to influence consumer's emotions and perceptions on goods and services.

COLOR CAN BE USED TO COMMUNICTE BRAND PERSONALITY


Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 .3 .3 .3
Disagree 24 7.6 7.6 7.9
Neutral 8 2.5 2.5 10.4
Agree' 134 42.4 42.4 52.8
Strongly Agree 149 47.2 47.2 100.0
Total 316 100.0 100.0
32

47.2% of the respondents Strongly agree that color can be used to communicate brand
personality.42.4% of them Agree that color can be used to communicate brand
personality.7.6% and 0.3% of them strongly Disagree that color cannot be used to
communicate brand personality. 2.5% of them stayed neutral that color may or
mannot be used to communicate brand personality.

COLOR MAPPING AS A MEANS OF IDENTIFYING POTENTIAL


COLORS FOR NEW BRANDS AND ENSURING BRAND
DIFFERENTIATION
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 7 2.2 2.2 2.2
Disagree 16 5.1 5.1 7.3
Neutral 12 3.8 3.8 11.1
Agree 128 40.5 40.5 51.6
Strongly Agree 153 48.4 48.4 100.0
Total 316 100.0 100.0
48.4% of the individuals Strongly Agree that color mapping as a means of identifying
potential colors for new brands and ensuring brand differentiation.40.5% of them
Agree that color mapping as a means of identifying potential colors for new brands
and ensuring brand differentiation.5.1% and 2.2% of them Disagree that color
mapping is not a means of identifying potential colors for new brands and ensuring
brand differentiation.3.8% of them stayed neutral that color mapping may or mannot
be a means of identifying potential colors for new brands and ensuring brand
differentiation.

INNOVATIVE PACKAGING ATTRACTS CONSUMER ATTENTION


THAT INFLUENCES THE BUYING BEHAVIOR

Valid Cumulative
  Frequency Percent Percent Percent

Strongly Disagree 10 3.1 3.1 3.1

Disagree 11 3.6 3.6 6.7

Neutral 12 3.8 3.8 10.5

Agree 122 38.6 38.6 49.1


33

Strongly Agree 161 50.9 50.9 100

Total 316 100 100  


50.9% of the respondents Strongly Agree that Innovative packaging attracts consumer
attention that influences the buying behavior.38.6% of them Agree that Innovative
packaging attracts consumer attention that influences the
buying behavior.3.8% of them stayed neutral that Innovative packaging may or
mannot attract consumer attention that influences the buying behavior.3.1% and 3.6%
of them Disagree that Innovative packaging do not attract consumer attention that
influences the buying behavior.

LIFESTYLE AND CULTURE PLAYS AN IMPORTANT ROLE IN CHOOSING BRANDS AND


PACKAGES

  Frequency Percent Valid Percent Cumulative Percent

Strongly Disagree 5 0.7 0.7 0.7

Disagree 6 2.5 2.5 3.2

Neutral 8 2.9 2.9 6.1

Agree 136 43 43 49.1

Strongly Agree 161 50.9 50.9 100

Total 316 100 100


34

50.9% of the individuals Strongly Agree that lifestyle and culture plays an important
role in choosing brands and packages.43.0% Agree that lifestyle and culture plays an
important role in choosing brands and packages.2.9% of them stayed neutral that
lifestyle and culture may or mannot play an important role in choosing brands and
packages.2.5% and 0.7% Disagree that lifestyle and culture do not play an important
role in choosing brands and packages.

ASSOCIATION OF LIFESTYLE AND CULTURE IMPACTS BUYERS IN


PICKING UP OF COLOR
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 3 .9 .9 .9
Disagree 28 8.9 8.9 9.8
Neutral 23 7.3 7.3 17.1
Agree 106 33.5 33.5 50.6
Strongly Agree 156 49.4 49.4 100.0
Total 316 100.0 100.0
49.4% of the Individuals Strongly Agree that Association of lifestyle and culture
impacts buyers in picking up of color.33.5% of them Agree that lifestyle and culture
impacts buyers in picking up of color.8.9% and 0.9% of them Disagree that lifestyle
and culture do not impact buyers in picking up of color. 7.3% stayed neutral that
lifestyle and culture may or mannot impact buyers in picking up of color.

DO YOU FEEL THAT COLOR PLAYS A ROLE IN


AFFECTING YOUR MOOD
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 230 72.8 72.8 72.8
No 86 27.2 27.2 100.0
Total 316 100.0 100.0
72.8% of the individuals gave their responses Yes color plays a role in affecting
mood.27.2% of them responded No color plays a role in affecting mood.
BRIGHTER COLORS MAKES YOU FEEL CHEERFUL
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 216 68.4 68.4 68.4
No 100 31.6 31.6 100.0
Total 316 100.0 100.0
35

68.4% of respondents felt that Yes brighter colors makes them cheerful and 31.6% of
them responded that No brighter colors will not make them feel cheerful.

DARKER COLORS MAKES YOU FEEL GLOOMY


Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 246 77.8 77.8 77.8
No 70 22.2 22.2 100.0
Total 316 100.0 100.0
77.8% of the respondents said that Yes Darker colors make them feel gloomy and
22.2% of them said that No darker colors may not make them feel gloomy.

HAVE YOU FACED ANY MOOD SWINGS ON CHOOSING A


COLOR
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 260 82.3 82.3 82.3
No 56 17.7 17.7 100.0
Total 316 100.0 100.0
Based on the survey 82.3% of them said Yes they faced mood swings while choosing
a color.17.7% of them said No they do not face any mood swings on choosing a color.

DO YOU PREFER COLORFUL PACKAGING


Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 267 84.5 84.5 84.5
No 49 15.5 15.5 100.0
Total 316 100.0 100.0
84.5% of the Individuals said that Yes they prefer colorful packaging while 15.5% of
them said that No they do not prefer colorful packaging.
36

Descriptive
95% Confidence
Interval for Mean
` N Mean Std. Std. Lower Upper
Deviation Error Bound Bound
AGE AND 18-25 112 4.29 .81 .08 4.14 4.45
26-35 67 4.49 .79 .10 4.30 4.68
THEIR ROLE
36-45 108 4.35 .82 .08 4.19 4.51
IN PICKING 46-55 12 4.00 1.41 .41 3.10 4.90
UP OF >55 17 3.88 1.32 .32 3.21 4.56
Total 316 4.32 .88 .05 4.23 4.42
COLOR

ANOVA
ANOVA Sum of df Mean F Sig.
Squares Square
AGE AND THEIR Between 6.66 5 1.66 2.19 .070
ROLE IN Groups
Within Groups 236.42 311 .76
PICKING UP OF
Total 243.08 315
COLOR
Age does not have any significance with the role in picking up of color as F value is
2.19, dF=4 and P=0.070>0.05 a slight difference in the alpha value and post hoc
interpretation in the table indicates there is a difference in Age group and their role in
picking up of color and 112 respondents fall under the age group of 18-25.
37

CROSSTABS
GENDER * GENDER
HAS Cases
Valid Missing Total
ROLE IN PICKING UP OF
N Percent N Percent N Percent
COLOR 316 100.0% 0 0.0% 316 100.0%
GENDER * GENDER ROLE PICKING color [count, row %, column %, total %].

GENDER PLAYS AN ROLE IN PICKING UP OF COLORS


Strongly Strongly
GENDER Disagree Disagree Neutral Agree Agree

Male 41.6 33.33 16.67  57.72  65.22 

Female 58.4  66.67 83.33 42.28  34.78

Total 100.0  100.0  100.0  100.0  100


From the above table for the research conducted result obtained 65.22% of the Male
respondents Strongly agree that Gender has a role in picking up of color and 57.72%
of them Agree that Gender has a role in picking up of color.16.67% of them stayed
neutral and 33.33% of them Disagree that Gender has no role in picking up of
color.Female:83.33% of the them stay neutral and followed by 34.78% of them
38

Strongly Agree from this it is said that Gender plays an effective role more in Males
and few in Females.
Chi-square tests.
Statistic Value df Asymp. Sig. (2-tailed)
Pearson Chi-Square 7.86 3 .049
Likelihood Ratio 7.88 3 .049
Linear-by-Linear Association 5.52 1 .019
N of Valid Cases 316
From the above Table Pearson Chi-Square value is significant because p value is
0.049 that is less than the alpha value 0.05 (p=0.049<0.05).It shows that there is an
association between Gender and Gender as a role in picking up of colors.
Nonparametric Correlations
Correlations
PRICE
INCOME RANGE
Spearman's rho INCOME Correlation 1.000 .404**
Coefficient
Sig. (2-tailed) . .000
N 316 316
PRICE Correlation .404** 1.000
RANGE Coefficient
Sig. (2-tailed) .000 .
N 316 316
**. Correlation is significant at the 0.01 level (2-tailed).
The test reveals that p value has to be P=0.000<0.01 and the spearman’s rho value is
0.404 and
alpha value is 0.01 and 404 correlation at the significant level of 1% with the income
level which means40.4% correlation with each other shows that the test is significant
to the survey and there is a positive correlation between Income and the Price range
where rho value is 0.404 it shows that income and price range play a role in choosing
products and Buying behavior.

REGRESSION
Regression analysis showing the extent of influence of independent variable on the
dependent variable (Income and Price range)
Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
39

1 INCOMEb . Enter
a. Dependent Variable: PRICE RANGE
b. All requested variables entered.

TABLE :MODEL SUMMARY


Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
a
1 .360 .129 .127 .811
a. Predictors: (Constant), INCOME

Table :ANOVA
ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 30.671 1 30.671 46.627 .000b
Residual 206.545 314 .658
Total 237.215 315
a. Dependent Variable: PRICE RANGE
b. Predictors: (Constant), INCOME

Table : COEFFICIENTS
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .991 .115 8.641 .000
INCOME .454 .066 .360 6.828 .000
a. Dependent Variable: PRICE RANGE

The test shows R squared is 0.129 which indicates 1.29% of the Price range has been
explained and adjusted r squared value is 0.127 which is closed to r squared value
0.129.The level of predictability is low as the Price range is affected by many other
variables.There is 0.129 variability of response data arround its mean. The test shows
that equation Y=a+bx is interpreted as high level of Price range=0.991+0.454times of
the Income which indicates that the Price range (constant) and Income(Incident
variable).Hence we can interpret that Price range is influenced by Income level to the
extent of (0.991+0.45times).
40

CHAPTER 4
FINDINGS
41
42

CHAPTER 5

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48

CHAPTER 6

ANEXURE
49

QUESTIONNAIRE

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