Colored Packaging Thesis

Analyzing the Impact of colored packaging on consumer quality perception and buying behavior

Saira Khalid

University of Central Punjab

Sana Riaz

University of Central Punjab

Sadia Latif

University of Central Punjab

Keywords:

Marketing, Colored packaging, quality perception, buying behavior

Introduction:

Packaging is the first thing that the customer sees and gets attracted to the product if he does not already know about the product (Ricardo Pires 2008). (Sabeehullah shah et. al 2008) illuminates that packaging serves two purposes now-a-days: one is to protect the main product and second is to attract the customer and both of the purposes must be fulfilled by product package these days.

Rundh (2005) explains that package of product attracts

A package that makes the customer feel good is effective and takes attention of consumer. So we have to focus on making the package attractive for customer and color is an important consideration. Package attracts the customer in a manner that even advertisements cannot attract in the manner and it can help us to stand above the competitors (Mitul and Bhavesh 2012).

(Ricardo Pires) in his article Consumer behavior: product characteristics and quality perceptions argue that attractive package can influence the customer if customer is not already familiar with product and its benefits. The customer will go to familiar product if he knows that the product that he is already using is providing him enough

AMPUERO & VILA. (2006). Consumer perceptions of product packaging

[2]. BOYATZIS, CHRIS. J, AND REENU VERGHESE. (1994) Children’s emotional association with colors. The Journal of Genetic Psychology Vol. 155.1 p. 77-85

[3]. CHANNA LEICHTLING. How Colors Affects Marketing, The Tabs Journal

[4]. DANGER, E. P. (1987) Selecting Color for Packaging. Vermont: Gower Publishing Company.

[5]. GARBER, L.L.JR., BURKE, R.R. & JONES J.M. (2000) The Role of Package Color in Consumer Purchase Consideration and Choice. Marketing Science Institute. Working paper.

[6]. GUTMAN, JONATHAN AND SCOTT D. ALDEN. (1985) Adolescents cognitive structure of retail store and fashion consumption : A means end chain analysis of quality. Perceived Quality J. Jacoby And J. Olson Eds. Lexington MA: Lexington Books. p. 99-114

[7]. HEMPHILL AND MICHAEL. (1996) A note on adults’ color-emotion association. The Journal of Generic Psychology Vol. 157.3 p.275-280

[8]. KHOUW, N. (2002), The Meaning of Color For Gender, Colors Matters – Research

[9]. KOJINA M HOKEN AND TAKAHASHI K. (1986) The role of color and pattern as Mediator of product selection. Journal of Human Ergology Vol. 15, p. 13-25

[10]. KOTLER, PH. (2003) Marketing management, 9th ed. Upper Saddle River: