This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
|
||||||||
|
Paper Details
Paper Title
An analytical view on color influencing consumer: paper advertisement - a study in Pune region
Authors
Prof. Dr. Vishal Pandurang Raut
Abstract
Color is one of the important element in product and stimulates and influencing consumer buying behaviour. Consumer responds to the different colors based on the psychological implications and biological stimuli. The potential application denotes that how the optimum use of certain colors would stimulate certain age group members. In the study various color were used to decode its impact on consumers. More focused was to reveal the color that affects age group. Different age groups respondents were studies, based on the type of color that influenced the respondents in addition to understand whether age group has any preferential colors. However, every influencing factors does not indicate customer’s preferences or buying of product or brands, so this study also reveals whether the liking of color when used in paper advertisement, has any relation with the customer preferences in the product, keeping the product as an unknown brand.
The study was carried out through primary data collection and secondary information on various studies on color psychology. Therandom sampled data of 120 sample size, was collected using questionnaire tool, mostly non-verbal questions were framed. The data was further treated with One Way-ANOVA and Chi-Square test method to prove the hypothesis. Additionally, graphical method over cross tabulation is used to analyse the influenced age group. Finally,inferences and conclusion were drawn based on the findings of the study.
Keywords- Color, Consumer Preferences, Consumer Influences,Paper Advertisements.
Publication Details
Unique Identification Number - IJEDR1704087Page Number(s) - 554-558Pubished in - Volume 5 | Issue 4 | November 2017DOI (Digital Object Identifier) - Publisher - IJEDR (ISSN - 2321-9939)
Cite this Article
Prof. Dr. Vishal Pandurang Raut, "An analytical view on color influencing consumer: paper advertisement - a study in Pune region", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.5, Issue 4, pp.554-558, November 2017, Available at :http://www.ijedr.org/papers/IJEDR1704087.pdf
Article Preview
|
|
||||||
|
|
||||||||
