Document (19) (2) (1) PAVI
Document (19) (2) (1) PAVI
Document (19) (2) (1) PAVI
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.
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 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
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 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.
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.
(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
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
(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.
warm hues and their inclinations are organized through cooperative learning as well
as through normal physiological changes in the maturation of the focal point.
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.
(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.
(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.
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.
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.
(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.
(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
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.
OBJECTIVES
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
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
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 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
PRICE RANGE
Frequency Percent
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.
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
Neutral 49 15.5
Agree 73 24.2
Strongly Agree 167 51.8
Total 316 100.0
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.
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
Disagree 14 4.4
neutral 41 13
Agree 89 28.2
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
Disagree 39 12.3
Neutral 31 9.8
Agree 90 28.5
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
Frequency Percent
Disagree 2 0.6
Neutral 6 1.9
316
184
123
100
58.2
38.9
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
Disagree 6 1.9
Neutral 39 12.3
Agree 98 31
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
Disagree 7 2.2
Neutral 13 4.1
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.
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.
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.
Valid Cumulative
Frequency Percent Percent Percent
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.
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.
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 %].
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 :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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43
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CHAPTER 6
ANEXURE
49
QUESTIONNAIRE