Consumer perception and behaviour towards colors

Abstract

Marketing of products or services requires strategic steps to deliver unique value perceived by a brand to its target customers by using techniques and various marketing tools. Colors play an important role in creating brand perception in the customer’s mind. Study shows that generally within | min 30 secs from the first interaction or visual, people tend to create perception about brands, products, and create judgements. Significantly, for around 80% of the cases, this exercise of assessing and making decision is based on colors. In this project we analyzed consumer perception and behavior towards colors. We started our research work with by exploring literature reviews from various sources which highlight the impact of colors on consumer perception and behavior towards various brands. We found that colors of brand logos bear a significant weightage in creating brand perception in consumers’ minds. We conducted a series of in-depth interviews to arrive at our research objective and formulate our hypothesis. Based on our analysis we formulated three hypotheses for our project, as mentioned below: 1. Blue colour invokes trust and coolness in consumers’ mind 2. Red color fosters passion and exciting behavior of consumers 3. Black & White color invokes sophistication and luxury in consumers’ mind Then we conducted a survey by using nominal scale and by considering the perception of the colors on consumers as the dependent variable and the brand colour logos, in Red, Blue, and Black and White as the independent variables. We took into consideration the gender of the survey takers and observed if the perception of colours differ by a specific gender. The data analysis started after cleaning up the data and removing any outlier in the data collected through the surveys. For direct hypothesis analysis, we conducted one sample T-test and for moderating hypothesis analysis we conducted independent sample T-test. The results of the testing were in line with our hypotheses assumptions. We found that consumers perceive the same feeling as stated in the hypothesis when they come across these colours with 95% confidence level. Also, male and female consumers perceive the same feeling as stated in the hypothesis when they come across these colors.