Topic of study: Analyzing the Impact of Colored Packaging on Consumer Quality Perception and Buying Behavior

Colored Packaging Buying behavior Quality Perception

Research Objectives: To evaluate the importance of product color packaging in marketing To understand the effects of packaging on buying behavior of customer To know the importance of color in international market framework To define the gender-wise and age-wise impact on choice of product relative to color packaging

Introduction to Research Topic: Sr. No.Author’s NameYearTitleFindings 1Ricardo Pires2008Consumer behavior: Product characteristics and quality perception Very important for unknown goods Good perception and purchase 2Sabeehullah shah 2008Role of packaging on consumer buying behavior: A study of university students of Peshawar region KPK Pakistan. Two purposes of Packaging: Protect Attract

Sr. No.Author’s NameYearTitleFindings 3Rundh2005The multifaceted dimension of packaging Package builds the quality perception 4Rizwan Raheem, Vishnu 2014Role of packaging in consumer buying behavior Components of packaging Color packaging material Innovations Brand name Fonts Information about product Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 5Kuvyikaite2009Impact of Package Elements on Consumer’s Purchase Decisions Two main parts of packaging: Visible parts: color of package, size of package, material used in packaging Wordy Parts: Product Name of producer Brand name Manufacturing country Most important are these two: Made in China Size of packaging Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 6Okan Ackay Rizwan Raheem 2012,The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. Importance of packaging emphasized 7Underwood2001Packaging communication: attentional effects of product imagery. Packaging is important for Unknown products Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 8Nilson and Ostrom 2005Packaging as a Brand Communicat ion Vehicle. Eye catching colors attracts more 9Peter1994Good Packaging Gets Through to the Fickle Buyer Direct way of communication Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 10Garber2000The Role of Package Color in Consumer Purchase Consideratio n and Choice. Communication and Market share 11Danger1987Selecting Color for Packaging Visual aid for building perception of package Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 12Schmitt &Simonson 1997Marketing Aesthetics Identity of product Influence quality of product Influence buying behavior 13Okan Ackay2012The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. Buying depends upon actual product Value expensive products Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 14Okan Ackay2014Cross cultural analysis of gender difference in product color choice in global markets Colors for females Color according to age 15Boyatzis and Verghese 1994Children's Emotional Associations with Colors Gender wise discrimination Supports Age wise variation Introduction to Research Topic:

Sr. No.Author’s NameYearTitleFindings 16Hemphill1996A note on adults’ color- emotion association Cool colors for female Introduction to Research Topic:

Conceptual Framework:

Hypothesis: Hypothesis: Hypothesis No. 1: H1: There is the influence of colored packaging on consumer buying behavior Ho: There is no influence of colored packaging on consumer buying behavior Hypothesis No. 2: H2: There is the influence of colored packaging on quality perception about product Ho: There is no influence of colored packaging on quality perception about product

Literature Review Color packaging Product package elaboration Color and gender Choice of color and age Color perception and buying behavior Product packaging and quality perception

Color Packaging

Product Package Elaboration

Colors and Genders

Choice of Color and Age

LITERATURE REVIEW Sr. No. Author Year Title Research Findings 1Syed Fathollah, Roya Honari 2014Investigating the Psychological Impact of Colors on Process of Consumer Shopping Behavior. Customer makes the decision of purchasing a product based on different factors and color is one of them 2SarahTornetta, Tess Fox, Jordan Blackbird 2009Color sells: The psychology of color influences consumers Overall disliking and liking also varies with color perception LITERATURE REVIEW

Sr. No Author Year Title Research Findings 3OkanAkcay, D.B.A Color choice and meaning of color: A Case of Germany. Value expressive products like IPods, Laptops, PlayStations, Camera are preferred in black mostly 4Ampuero & Vila, 2006Consumer perceptions of product packaging Consumer’s buying Behavior depends mainly on the color packaging of the products LITERATURE REVIEW

Sr. No Author Year Title Research Findings 5OkanAkcay et. al 2012The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. Different interpretations of different colors are found in different areas among different people 6Channa Leichtling How Colors Affects Marketing Product success and failure is directly associated with the packaging color

LITERATURE REVIEW Sr. No Author Year Title Research Findings 7Ahmed Rizwan Raheem et al 2014Role of Packaging and Labeling on Pakistani Consumers Purchase Decision Buying intention of people is inclined by packaging color, material and design 8Satyendra Singh 2006Impact of color on marketing Wise use of colors has positive or negative influence on moods and feelings that builds attitudes towards products.

LITERATURE REVIEW Sr. No Author Year Title Research Findings 9Pankaj Chaudhary 2011 Role of packaging on consumers’ buying decisions – a case study of panipat city A package must be designed considering customer behavior and customer perception LITERATURE REVIEW

Sr. No. Author Year Title Research Findings 1Ricardo Pires 2008 Consumer behavior: Product characteristics and quality perception If the shape, color of the product are good then it will give good perception about quality 2Sable, Paul andAkcay, Okan 2010The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. Color is one of the tool to attract customers because it is a simple way of communicating the quality and building customer’s perception related to brand

LITERATURE REVIEW Sr. No. Author Year Title Research Findings 3Mitul M. Deliya& Mr. Bhavesh J. Parmar 2012 Role of packaging on consumer buying behavior- Patan district Product package and quality are directly related to each other and it gains customer attention. 4Kojina et al.1996The role of color and pattern as Mediator of product selection. People select the brand whose package colors are more appealing to them

LITERATURE REVIEW Sr. No. Author Year Title Research Findings 5Gordon et al The Psychological Effects of Color in Consumer Product Packaging Brand choice somehow depends on color of the package and colors indicate the quality that brands carry. 6Ricardo Pires 2008 Consumer behavior: Product characteristics and quality perception The perception of quality of product will enhance if the shape and color of the package is effective.

LITERATURE REVIEW Sr. No. Author Year Title Research Findings 7Unerwood and Ozanne 1998 Is your package an effective communicator? A normative Framework for increasing the communicative competence of packaging. Most of the time, people make the analysis of the product considering the package and it includes the peception about quality. 8Orth and Malkewitz 2008Holistic package design and consumer brand impressions. The whole package including color, shape and brand, etc. affects quality perception.