Role of colour in packaging and affect on consumer purchase intention

Abstract

In today's consumption society, buyers are confronted with a substantial choice of product and in this way; the packaging plays important roles as it is a source of information. Packaging is a crucial aspect and consumer buying behaviour is based on packaging and its various elements. The purpose of this study is to understand the role of colour used in packaging a�effcting consumer purchase intention in the soft drink industry, by examining the difference in the response for same colour with different level of hue. The points of focus are how changes in the hue level of colour affect consumer involvement level and their purchase intention for the soft drink. The primary research was conducted to collect the data for this research to study if a change in the hue influences consumer involvement level and purchase intention for the soft drink. A structured questionnaire with Likert scale was used to collect the data. The data collected through survey was analysed using STATA. From our study, we conclude that difference in the hue of colour does not influence the purchase intention of the consumer. Results show that if the consumer is involved with the product then they are mostly going to make the purchase decision for the product. An important finding is that a health concern for soft drink consumption is more for male than that of females across all age groups. All products sold in the market have colourful fronts; packaging acts as a marketing tool and significantly influences the behaviour of the consumer. It is worth spending time on designing a package as consumers notice package design and the impression generated by it. Colour serves the additional function of attracting attention of customers and it is used as an encouragement for information. Colour represents 85% of the motivation behind why somebody settles on a choice to buy a product. It is important that companies understand the psychology of colour so as to use it effectively as colour enormously affects sales of the product