The Influence of Packaging Colour on Buyer Behaviour.

Barrett, Padraig (2004) The Influence of Packaging Colour on Buyer Behaviour. Undergraduate thesis, Dublin, National College of Ireland.

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The objective of this dissertation was to investigate the influence of packaging colour on consumer buying behaviour. By influence, the author was concerned with how or if colour encouraged or discouraged a purchase. To reach such an understanding, much research was necessary.
First, the author studied when packaging was first used, how it developed over time and how commercial packaging came into existence. Modem packaging was then examined - its functions both fundamental and promotional. The means in which the package appealed to the consumer in order to encourage a purchase was then examined. Yet, it was of specific interest to understand how colour influenced consumer decision making.
At this stage, the buying behaviour of consumers was investigated. Research conducted, helped the author to learn how and why purchases were made and the influences on these purchases were also investigated. The author applied how packaging colour interacted with this behaviour. Colour and its influence on the psychological condition, its meanings across cultures and how it could be used in packaging was then researched.
From this understanding, the author then conducted qualitative, primary research, through the medium of a focus group in order to investigate first hand , the influence of packaging colour on buyer behaviour. The data gathered supported secondary research theories. The promotional abilities of packaging colour was understood in its entirety and it was concluded that packaging did indeed influence the buying behaviour of the consumer.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 06 Aug 2010 13:15
Last Modified: 26 Apr 2012 12:39

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