Ward (1995) concluded that color has both emotional as well as psychological constructs. Different colors and their respective meanings depict various implications to consumers which is quite helpful to a marketer in depicting the desired brand image (Mc Cracken, 1988). Color plays a pivotal role in communicating various brand personalities that are associated with the brand. The color of a brand gives an impression about what the product would be all about. Color of a brand gives an insight to the product and helps the marketers in conveying the right image to its consumers.
The designs attract attention due to the great visual and emotional force that color gives. With color, conceptual complexity and compositional strength can be added (Stewart, 2011, p. 2-0). Notecard 2 Smith, K. (2010). Color: Meaning, Symbolism, and Psychology. Retrieved from http://sensationalcolor.hubpages.com/hub/colorexpert-2 Smith (2010) believes that "our reaction to color is instantaneous and subliminal."
CHAPTER 1 RESEARCH PROPOSAL Background to the research problem Colours are different wavelengths of light, which are reflected from countless objects. Humans possess the skill to distinguish between hundreds of bands of wavelengths, by utilizing the sensory cells in the retina of the eye (Gage, 2006). Consequently seeing in colour is our own perception and a personal experience. Perception of colour is manipulated by various factors, such as mood, emotion, gender, temperament, age and persona, as well as social and cultural background (Begum, 2008). Through the above it is clear that each individual will understand colour in their own way.
By using color psychology, you can send different emotions. The color ‘Red’ represents power. It can easily get and holds people’s attention. From a research, 52% of shoppers does not return to a store if they do not like the aesthetics. If this does not make you pay more attention to the color, knowing that 93% of purchasing decisions are based on visual appearance and 85% of consumers citing color as the primary reason while purchasing.
For making marketing decision buying process model is playing a very important role for any one. It makes marketers to think about each step of this process rather than just purchase decision because if marketers just consider the purchase decision, it may be too late for a business to influence the choice of customers. According to this model the customer pass through all stages for purchasing every goods or services. However, in more regular purchases, customer often skips some the stages (Kirmani & Shiv1998). Factors effecting buying behavior Brewster, Sparrow and Vernon (2007) explain about Factors that affect buying behavior and vary from person to person, age to age, and area to area.
A family can be considered as a decision-making unit as they make a decision between each person, who fulfils a specific role of the decision-making process, which then leads to a final decision which the dominant member of the family would then decide based on the other members’ choices. Hence to purchase this product, it would highly impact the decision-making process of a family as this is seen as a family vehicle, and all have an equal say in whether they are comfortable with this choice. Reference groups are groups against which people can evaluate their own behaviour and decision-making, for example being with a group of friends or colleagues and discussing the purchase which you are going to make on this vehicle, would influence your decision-making as they would give their comments and try persuade you to not purchase it due to their personal reasons or simply guiding you on your financial planning. An opinion leader is someone who alerts you for things which you do not think of before purchasing a product, for example in this scenario of this product, the opinion leader will tell you to test drive this vehicle before making a purchase rapidly and to consider the financial loss. This would then influence the purchasing decision as it buys time to think more about the
Next, how colours are made used of to market products and finally how colours can benefit us. So, let’s take the effort to appreciate colours more and put it to good use to benefit us in various ways. Bibliography (use APA / MLA style) Helios Group (2015) Influence of colours to feelings Retrieved from:
An individual’s designation and his nature of work influence his buying decisions. You would never find a low level worker purchasing business suits, ties for himself. An employee working on the shop floor can’t afford to wear premium brands every day to work. Age Age and human lifecycle also influence the buying behaviour of consumers. Middle aged or elderly individual who will prefer decent and subtle designs.
What I learnt from reading the literature I really enjoyed learning about consumer behavior as it managed to change the lens through which I viewed the world. It helped me realize that firms can enhance their marketing through having an insight into what customers are thinking. Being able to understand consumer behavior allows markets to successfully connect with customers. This is difficult to do but it is the quintessence of marketing. I realized that once businesses recognize a customer’s needs, it becomes easier to choose target customers.