INFLUENCE OF COSMETIC PACKAGING' COLOR ON PRICE PERCEPTION AND CONSUMER PREFERENCES
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ID: 33742
2018
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Abstract
During the purchasing process, the consumer confronts several packaging designs of different colors carrying
or conveying sensory messages; the consumer then interprets these messages and it’s at this moment which several
factors intervene (affective, effective and conative elements). In this research, we focus more specifically on the vision,
sense generated first by the consumer at the perception of a product’ packaging design. For this, we chose a cosmetic
product packaging (deodorant) for our study, we will present images of packaging in different colors to participants,
and after they have to answer to a questionnaire. Thus, we will study the perception and the preferences of colors
according to the consumer gender, the colors impact on the perception of products price, and information’s
memorization
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| Reference Key |
arabi2018influenceanalele
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|---|---|
| Authors | ARABI, AMEL; |
| Journal | analele universităţii constantin brâncuşi din târgu jiu : seria economie |
| Year | 2018 |
| DOI |
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| URL | |
| Keywords | Keywords not found |
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