The Role of Color in Influencing Consumers

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Open Access

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Year : June 4, 2024 at 4:16 pm | [if 1553 equals=””] Volume : [else] Volume :[/if 1553] | [if 424 equals=”Regular Issue”]Issue[/if 424][if 424 equals=”Special Issue”]Special Issue[/if 424] [if 424 equals=”Conference”][/if 424] : | Page : –

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R. Ganesh.

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  1. Ex- assistant Marketing Officer Savitribai Phule Pune University (SPPU), Maharashtra, India
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Abstract

nMarketers have long used color’s ability to attract customers’ attention. Products with attractive packaging will definitely attract the attention of customers and differentiate themselves from other products on the shelf. Many studies have shown that color dulling can occur when the representation of color relationships is not consistent. Therefore, this study aims to understand the role of color in influencing consumers. For this purpose, an online survey was distributed to the participants to learn their color preferences. It was determined that people liked yellow the least and blue the most. There are significant differences in gender selection. The results showed that color influences consumers’ decision-making process and brand recall. The study also found significant differences among participants in their purchase of warm and cool colors, as well as warm and neutral colors. Numerous studies indicate that inconsistency in depicting color relationships can lead to color dulling. Thus, this research was conducted to explore how color impacts consumer behavior. An online survey was used to gather data on participants’ color preferences, revealing a distinct favoritism for blue over yellow, with notable variations based on gender. The findings confirm that color plays a crucial role in shaping consumer decision-making and memory recall. Significant differences were also observed in preferences for warm versus cool colors, as well as between warm and neutral hues. Furthermore, the study highlighted age-related differences in color preferences, with younger individuals gravitating towards brighter, more vivid colors, while older participants showed a preference for more muted shades. These insights suggest that marketers need to account for both demographic characteristics and color perceptions to effectively target their audience and boost the visibility and appeal of their products.

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Keywords: Color Psychology, consumer behavior, emotional response, purchasing decisions, color preferences, cultural influence.

n[if 424 equals=”Regular Issue”][This article belongs to International Journal of Behavioral Sciences(ijbsc)]

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[/if 424][if 424 equals=”Special Issue”][This article belongs to Special Issue under section in International Journal of Behavioral Sciences(ijbsc)][/if 424][if 424 equals=”Conference”]This article belongs to Conference [/if 424]

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How to cite this article: R. Ganesh.. The Role of Color in Influencing Consumers. International Journal of Behavioral Sciences. June 4, 2024; ():-.

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How to cite this URL: R. Ganesh.. The Role of Color in Influencing Consumers. International Journal of Behavioral Sciences. June 4, 2024; ():-. Available from: https://journals.stmjournals.com/ijbsc/article=June 4, 2024/view=0

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Volume
[if 424 equals=”Regular Issue”]Issue[/if 424][if 424 equals=”Special Issue”]Special Issue[/if 424] [if 424 equals=”Conference”][/if 424]
Received May 15, 2024
Accepted May 31, 2024
Published June 4, 2024

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