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Report on Project
IMPACT OF COLOR ,BRANDING AND PACKAGING ON CONSUMER’S

PYSCHOLOGY AND BUYING BEHAVIOR
BY
PONNAPU REDDY PRAVALIKA

4SO18MBA34
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI

In partial fulfilment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Under the guidance of
INTERNAL GUIDE
Dr.Anjali Ganesh
Professor
Department of business Administration
SJEC
Department of Business Administration

St Joseph Engineering College
Vamanjoor Mangaluru-575028
2017-2019
I PONNAPU REDDY PRAVALIKA hereby declare that the entire work embodied
in the Project Report entitled “Impact of Color, Branding and Packaging on
Consumer’s Pyschology and buying Behavior” is prepared by me under the guidance
of Dr.Anjali Ganesh, Professor, MBA - St Joseph Engineering College Mangaluru.
The matter presented in this report incorporates the results of independent

investigations carried out by me. I carried out this project for a period of 1 Month. I
further declare that this report is based on the original study undertaken by me and has
not been submitted for the award of any degree/diploma from any other
University/Institution.
Place: Mangaluru
Date:
Signature of the Student

3
Acknowledgement
First of all would thank and praise the almighty for having given me this day and this
opportunity. I wish to express my gratitude to those people who have presented me
great support directly or indirectly in completion of this Project work.
I firstly express my hearted thankfulness to my project guide Dr.Anjali Ganesh,

Professor at Department of Business Administration, St Joseph Engineering College
who made me feel her presence during all those crucial and decision making moments
this project went through.
I would also like to express my deepest thanks to Dr. Prakash Pinto, Dean
Department of Business Administration, St Joseph Engineering College for his valuable
supervision throughout the work.
I also extend my heartfelt thanks to the Visvesvaraya Technological University for

including project report as a part of my Curriculum.
- Ponnapu Reddy Pravalika

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TABLE OF CONTENTS
SL Particulars Page No
No.
1 Chapter 1: Introduction about the topic
2 Chapter 2: Review of Literature
3 Chapter 3: Conceptual Background and research Design
4 Chapter 4: Data analysis and Interpretation
5 Chapter 5: Findings, conclusions and suggestions
6 Bibliography and websites
7 Annexure
5
List of Tables
Table
Particulars Page No
No
4.1
Table showing age of respondents 27
4.2
Table showing Gender of respondents 27
4.3
Table showing income of respondents 28
4.4
Table showing Profession of respondents 29
4.5
Table showing price range of respondents 30
4.6
Table showing which is your favorite color 30
4.7 Table showing Consumer Psychology of color

varies between two people within same region. 31
4.8 Table showing Color is the primary element to

attract buyers and sellers. 32
Table showing Various color influences people
4.9 from different age groups which affects their
buying. 33
4.10 Table showing Picking up of color is based on

consumer Mood 34
4.11 Table showing Gender plays an important role

in picking up of colors 35
4.12 Table showing Age plays an important role in

picking up of colors 37
6
Table showing Society's culture is a sensitive

4.13 matter in deciding the right color for a product
and plays a role in market sales 38
Table showing Consumer's choosing a color
4.14 supports the operations team to design their
Branding and Packaging. 39
Table showing Color influences the purchase
4.15 power of the Consumer's, irrespective of
Gender. 40
Table showing Marketing campaign should be
4.16 arranged to raise awareness on the branding and
packaging 41
Table showing Packaging color can also be used
4.17 to influence consumers' emotions and
perceptions on goods and services. 42
Table showing Color can be used to

4.18 43
communicate brand personality.
Table showing Color mapping as a means of

4.19 identifying potential colors for new brands and 44
ensuring brand differentiation.
Innovative packaging attracts consumer

4.20 44
attention that influences the buying behavior.
Table showing Lifestyle and Culture plays an

4.21 important role in Choosing Brands and 46
Packages.
Table showing Association of lifestyle and

4.22 47
culture impacts buyers in picking up of color.
Table showing Do you feel that color plays a

4.23 47
role in affecting your mood.
Table showing Brighter colors make you feel

4.24 48
cheerful.
Table showing Darker colors make you feel

4.25 49
gloomy.
Table showing Have you faced any mood

4.26 50
swings on choosing a color.
Table showing Do you prefer colorful

4.27 51
packaging.
7
List of Charts
Chart
Particulars Page No
No
4.1
Chart showing age of respondents 27
4.2
Chart showing Gender of respondents 28
4.3
Chart showing income of respondents 28
4.4
Chart showing Profession of respondents 29
4.5
Chart showing price range of respondents 30
4.6
Chart showing which is your favorite color 31
4.7 Chart showing Consumer Psychology of color

varies between two people within same region. 32
4.8 Chart showing Color is the primary element to

attract buyers and sellers. 33
4.9 Chart showing Various color influences people

from different age groups which affects their
buying. 34
4.11 Chart showing Gender plays an important role

in picking up of colours 36
4.12 Chart showing Age plays an important role in

picking up of colours 37
4.13 38
8
Chart showing Society's culture is a sensitive

matter in deciding the right color for a product
and plays a role in market sales
4.14
Chart showing Consumer's choosing a color
supports the operations team to design their
Branding and Packaging. 39
4.15 Chart showing Color influences the purchase

power of the Consumer's, irrespective of
Gender. 41
Chart showing Color can be used to

4.18 43
communicate brand personality.
Innovative packaging attracts consumer

4.20 45
attention that influences the buying behavior.
Chart showing Lifestyle and Culture plays an

4.21 important role in Choosing Brands and 46
Packages.
Chart showing Do you feel that color plays a

4.23 48
role in affecting your mood.
Chart showing Brighter colors makes you feel

4.24 49
cheerful.
Chart showing Darker colors makes you feel

4.25 50
gloomy.
Chart showing Have you faced any mood

4.26 51
swings on choosing a color.
Chart showing Do you prefer colorful

4.27 52
packaging.
9
Results Table
4.28 ANOVA Descriptive 52
4.29 ANOVA test 53
4.30 Cross Tabs 53
4.31
Gender and Gender as a role in picking up of 54
color
4.32
Chi-Square test 54
4.33
Non Parametric correlations 55
4.34
Model Summary 56
4.35
Regression 56
4.36
Co-efficient Table 57
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EXECUTIVE SUMMARY
Color determines how the product will attract a buyer. A distinctive brand identity
will draw people in and consumers will choose your product irrespective of the
packaging once your business is formed. Branding is critical because it is not only
what gives consumers a memorable experience, it also helps your clients and
customers to know what to expect from your organization. The organization must
be transparent on who to attract and inspire the packaging.
The literature review states that the Psychology of colors deals with the in-depth
analysis of different aspects of product branding, marketing and sales production.
The color has the concept of complexity and profitability. A distinctive brand
identity will draw people in and consumers will choose your product irrespective
of the packaging once your business is formed.
This study is conducted by using questionnaire method, taking 316 respondents

as sample size. The method of sampling used is Convenience sampling . Primary
and secondary data has been collected from various departments. The collected
data is analyzed with the help of SPSS using various statistical data techniques
such as Spearman’s rho correlation, Chi-square, ANOVA and Regression are
used to find the relationship between Gender and Role of Gender in picking up
of color. Age also has a role in picking up of color .There is a positive correlation
between the Income and the Price range. From the survey results it is been
observed that there is an impact of Color, Branding and Packaging that affects
the Consumer’s pyschology and their buying behavior.
The use of color in Consumer Designs carried out from the survey attracts
customers. Color also contributes to Brand Recognition helping to differentiate
the brand. Distribution also provides a consumer identity and consumer style that
can be combined with color. Packaging as a result of selecting the products.
Branding plays an important role in providing identity for the company.
The Psychology of colors deals with the in-depth analysis of different aspects of
product branding, marketing and sales production.The structure of the company,
recognition of the logo and attractiveness of the product with priority of consumer
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satisfaction. The development of business assets, branding of the product and

service, effect of color decisions and in-depth knowledge on color branding by
taking the time to bring constraints, ideas and preparation together.
CHAPTER 1
INTRODUCTION
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Introduction
Color is omnipresent, and contains the hotspot of a large customer data. As of its first
visual contact with the bundling system, the buyer is promptly pulled in by the
shading, thus separating the object and assessing it. The shopper must have the
decision, and the shading choices are often a key segment and an important part in
the purchaser's decision about an item. Is it true, then, that hues affect us?
Furthermore, if that is the case, what impact does it have on our emotions,
inclinations, as well as our convictions and demeanors towards the bundling
framework that we pick.
As with his previous procurement tests, the customer builds up his inclinations and
hating for the structures of items as shown by a few factors that fundamentally
indicate his age and sex, way of life and convictions, feelings and dispositions
Shading has several employments for advertisers. It's the very first thing we usually
consider. Shading shapes, the way we think in an instinctive and prompt manner.
Shading can be an essential appliance in an advertiser's hands. Shading talks with in
a general public feeling overburdened with data and incitement. Enhancing simplicity
and effect. Shading has solid affiliated meaning, can transmit quickly, can evoke a
ground-breaking subliminal reaction.
Numerous works demand the way in which shading is a fundamental variable in the
preparation of the data and the arrangements of the consumer towards the object.
What effect does the shading have on the buyer's behavior then? What kind of role is
it doing in its decision on procurement? In the initial chapter, we research this
exploration's theoretical framework by focusing on the colors of the mechanism and
its impact on buyer behaviour. The following section is committed to adding things
to look at bearing. The customer particularly mentions the sight to comprehend the
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earth that embraces him. This clarifies why shading is a predominant variable in its
recognition procedure and that intercedes in the selection of items in a common
manner. Hues are one of the promptest messaging approaches, helping the shopper to
treat, hold and remember the data more appropriately than highly contrasting. Shading
is regularly used as a marker for the classification of an item and encourages shoppers
to show its distinctive proof. Hues boosts work in cooperative energy with all detects,
they symbolize ideas and contemplations, they express creative mind, review a spot
and produce a passionate reaction.
Branding is critical because it is not only what gives consumers a memorable

experience, it also helps your clients and customers to know what to expect from your
organization. It's a way to distinguish yourself from the competitors, and to describe
what you're offering to make the better choice. Your brand is designed to represent
truly who you are as a company. Branding is of utmost importance to a company
because of its overall impact on your business. Branding can change how people view
your brand, drive new business, and raise awareness of your brand. For a business the
most important reason for branding is because it is how a company gets attention and
becomes recognizable to customers.
The logo is the most important branding feature, especially when it comes to this
factor since it is basically the company's face. There will be no challenge for a good
brand to drum up referral sales. Good branding generally means that buyers have a
positive impression of the product and are willing to do business with you because of
the familiarity and presumed value of using a name they can trust. Word of mouth
will be the best and most effective advertisement for the company once a brand has
been well formed. A good brand won't bother drumming up the referral market.
Strong branding usually means that the company has a positive impression with
customers, and they are likely to do business with you because of the comfort and
perceived reliability of using a name that they can trust. Once a brand has been well
developed, word of mouth is the best and most effective advertisement for the
business.
The packaging makes self-service, as in the case of purchases made in supermarkets

and retail mart, consumers pick the items on their own without the retailers providing
any support. The company must therefore develop the product offering in such a way
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that it can attract the attention of the consumer to it. Powerful packaging can actually
help a company to draw customers to its marketing. It can be the weapon that sets the
company apart in a vast sea of options available to the user. A successful packaging
will really contribute to a product's perceived value. There are some powerful
strategies that can be used to make sure your product kit is a great tool for your product
to market. Let's look at some of the elements you can integrate in a package to make
it more efficient. The organization must be transparent on who to attract and inspire
the packaging is built to. If youth are the target audience, then the concept can be
abstract and modernistic. But if the target clients are senior citizens, then the concept
should be precise and transparent. It's not always easy to design the packaging for a
target audience but you can meet those guidelines. Label Packaging provides insight
into how Strategic Branding can be effectively generated by package design. Once
design and packaging work together products are elevated from a product to a
consumer lifestyle expression. Brand Packaging provides information on creativity
and design to brand owners, designers, manufacturers and advertisers by reporting
subjects, trends, news related to consumer packaged goods. Consumer purchasing
behavior is the sum total of the behaviors, desires, expectations and decisions of a
consumer about the actions of the buyer in the marketplace when buying a product or
service. Consumer behavior analysis draws on biology, psychology, sociology, and
economic branches of the social sciences.
Identification of Problems-The first step is the identification of problems. The

customer knows during that phase that she has an unfulfilled need or want. Let's use
the example of a customer who has just been told by her mechanic that it will cost
more than it is worth to repair her vehicle. Our customer realizes that she now has a
transportation need and wants to be able to satisfy that need by buying a car.
Knowledge Search-The next step is to collect relevant information on what you need
to solve the problem. In our example, our consumer can engage in online research to
determine the types of available vehicles and their respective features. Evaluation-It
is measured against the needs, desires, interests, and financial resources available for
purchase after information is collected. Our customer has wanted in our example to
limit their options to three cars based on price, comfort and fuel efficiency. Purchase-
The consumer must make a purchasing decision at this stage.
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The final decision can be based on factors like price or availability. For instance, our
consumer decided to buy a particular car model because its price was the best it could
negotiate and the car was immediately available. Consumer behavior is important so
advertisers should understand what affects customer purchasing decisions in that way.
By understanding how consumers decide on a product they will fill in the market gap
and recognize the products needed and the products obsolete. Studying customer
behaviors often lets marketers determine how to deliver their goods in a way that
maximizes consumer effects. Understanding consumer purchasing behavior is the key
secret to meeting and engaging your clients, and turning them into buying from you.
CHAPTER 2
CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

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CONCEPTUAL BACKGROUND
What Is Psychology for Color?
Sir Isaac Newton, an English physicist, discovered in 1666 that when pure white light
travels through a prism it splits into all observable colours. Newton also discovered that
each color consists of a single wavelength and can not be further divided into other
colours. Further studies have shown that light can be blended to form other colours.
Red light blended with yellow light for instance produces an orange colour. When
combined, certain colors, including green and magenta, cancel each other out and result
in a white light.
If you've ever painted, then you've probably noticed how you can combine certain
colors to create other colors. “One would expect color psychology to be a well-
developed field, given the prevalence of colour," researchers Andrew Elliot and Markus
Maier noted. "Unfortunately, to date, little theoretical or empirical work has been done
on the impact of color on psychological functioning, and the work done has been driven
mostly by practical concerns, not by scientific rigour."
Color's Psychological Effects:
Why is color such a potent force in our lives? What effects can this have on our minds
which our bodies? While meanings of color are somewhat arbitrary, certain effects of
color have universal meaning. Colors in the color spectrum red area are known as warm
17
colors and include red, orange, and yellow colours. Such warm colors elicit emotions
ranging from feelings of warmth and comfort to feelings of anger and animosity. Colors
are known as cool colors on the blue side of the spectrum and include blue, purple, and
green. These colors are often characterized as calm, but feelings of sorrow or
indifference can also be brought to mind.
When selling goods color plays an important role. It is a powerful marketing tool that
affects many aspects of consumer purchases. Marketers need to consider color harmony
for product marketing to be effective. Almost all of today's items have vibrant facades.
Choosing the right colors to use has a huge impact on the sales of the products. While
no particular set of rules govern color choices, work has drawn up general guidelines
based on the associative learning theory, the relationship between color and emotion.
The researcher performed a retrospective report on color perception influences behavior
purchasing consumers. Advertising is one secret consumer-perceived product attribute.
It always fulfills the marketing role, even when the marketing elements of advertising
are not publicly understood by a company. The kit is an important factor in the decision-
making process as it conveys a particular message to customers. The desire to buy
depends on how much customers want the product to please them when they are
consuming it. How they understand it depends on the elements of communication, and
for many marketing strategies this is the key to success.
Color determines how the product will attract a buyer. If that doesn't appeal to them,
they're not going to engage with it. A distinctive brand identity will draw people in and
consumers will choose your product irrespective of the packaging once your business
is formed. You have to develop that reputable reputation first though. Red This striking
color evokes passion, strength and arousal. color and packaging as marketing mix
Shading takes on a job in the elements of caution (fascination with attention), attribution
(cognition of the item universe) and conformity (intelligibility with the personality of
the place and the brand). With regard to the fascination of consideration, which depends
on the physiology of the consumer, it seems evident that a bundling that contrasts with
its neighbors will have a bigger strike in the racks, and will receive more consideration
from the buyers
Shading can have an effect on the briskness of observations. Hues definitely do not
have the same inherent ability to consider. A selection of shades would be more
18
attentive. Packaging itself plays an important part in the marketing mix, as it separates
the product of the business from its rivals and is also the way to connect with its
consumers. The mood factors, and even the physiological reactions. Increased blood
pressure, decreased metabolism and eyestrain were correlated with certain colours.
Color psychology as therapy Many ancient civilizations practiced chromotherapy,

including the Egyptians and the Chinese, or the use of colors to heal. Chromotherapy
is sometimes referred to as light therapy or colorology and is still used as a holistic or
alternative treatment today. In this treatment: Red was used to activate the body and
mind and to increase circulation. Yellow was believed to stimulate nerves and purify
the body. Orange was used for healing the lungs and raising energy levels. Blue was
thought to soothe ailments, and to treat pain. Shades of indigo is thought to alleviate
skin problems.
Increasing color has different emotions in it. Using color in design can affect people's
emotions and moods when seeing other color palettes. Using colors wisely will improve
the user experience and significantly increase beneficial behaviors (including
conversion rates). Hot Colours Warm colors include red, orange, and yellow shades.
Those colors are usually lively and productive, with relatively positive connotations.
LITERATURE REVIEW
According to(Ahmed, Billo&Lakhan,2012) Packaging is the last impression for

customers and they make buying decisions based on product packaging that created a
picture in the customer mind, so it is very important that packaging works hard to secure
the sale, which can be in the form of brand image, brand values, product quality and
innovations. Packaging performs multi-tasks and functions identifying the product and
its functionality and interacting with customers as well as safeguarding.
Shading can have an effect on the briskness of observations. Unquestionably, hues do

not have the same natural ability to take into account. Shading assumes a job in the
elements of caution (fascination of consideration), of attribution (cognizance with the
item universe) and compatibility (intelligibility with situating and brand personality).
Mohebbi, Behzad. (2014). A number of hues would carry more clear attention than
others, the first position would be the orange one, follow-up of the red, blue, lastly
19
the green of the sun.With regard to the fascination of the consideration, which
depends on the customer's physiology, it seems evident that a bundling that contrasts
with its neighbors will have a greater strike in the racks, and will catch more
consideration from the buyers.
Areni, C. & Sutton-Brady, C. (2011). interests the use of a shading foundation as

opposed to an allegorical foundation presents interests of visual and intellectual
ergonomics, since a shading foundation causes a more notable, passionate effect since
shading. is rumored to be a signifier that incites an enthusiastic response. The ability
of hues to stand out is significant in showcasing, especially for promoting
correspondence, brand visual personality arrangement and bundling hues selection
Mohammad Fahmi Al-Zyoud (2018). Hues can in any case also distract attention, that
is, allow non-focal components of business correspondence to be observed. The buyer
uses an alternative shading to feature each subject, to acknowledge explicit items by
subject, by detail. Along these lines, he can close his eyes when he wants, and imagine
the shading to help more accurately collect data. A psychological image is much
simpler to remember than its proportionally related or printed sound.
Boepple, L., & Thompson, J. K. (2018). The eye sees red quicker than blue this
perspective explains why red is used in signs as often as possible, but also in
advertisements, for media that should be viewed from isolation or developments
Marzieh talaei (2013). Color, Feeling and Advertising , hues are likely to have a
"parasitic impact" which decreases the intellectual limits of the location of data.
Shading measurements and effect of inclinations on shopper decisions
Aparna Sundar & James J. Kellaris, 2017. Shading encourages us to understand and
retain data more readily when used fittingly and appropriately. Every color has a
meaning that varies from one consumer to the next. This affects the way we view data
and process this. This improves the ability to recall words and images, and is
considered an important factor in memory maintenance.
Talaei, M. (2013). recommends that the hue of an object in the visual memory be put
away. Without a doubt, in the light of these announcements, there is no doubt that
customers structure mental images of the items and the bundling they are faced with.
20
We hold them as images at the point we encounter them, which will allow them to
visualize the objects when they have vanished from their field of vision.
Patil, D. (2012). The shading consists of three measurements: The tone is the shading
condition on the chromatic sphere. It's determined by the shading's prevailing
wavelength; at that level, the luminance that is the relation to light. Because of the
amount of light the shading reflects it is the dim or bright character and Lastly,
immersion which is the level of shading quality
Lee, Y. J., & Lee, J. (2006). Contrasting with these different potential shading
varieties, a few commitments have indicated that individual factors, such as age or
sex, affect the inclination of shoppers to pick a shading.
Terwogt, M. M., & Hoeksma, J. B. (1995).According to shading inclinations during

everyday life are genuinely made right off the bat. Those underlying inclinations are
delivered as an element of earth's boosts during adolescence. Young people are
generally drawn to warm hues and their inclinations are organized through
cooperative learning as well as through normal physiological changes in the
maturation of the focal point.
Al-Zyoud, M. F. (2018) Social media marketing .The preference of shading allows

for population separation. Every shading affects the buyer differently; it may very
well be animating or quiet . A few studies have shown that warm hues (red, yellow,
orange) reinvigorate people's conscientious sensory system. There's no doubt that red
builds circulatory strain, beat rate and rate of breathing. On the other side, cool hues
(blue, indigo, and violet) will invigorate the sensory Para sympathy system on the
grounds that these hues decrease circulatory pressure, beat rate, and musicality in the
respiratory system. These behaviors are central to the relaxed response
Sundar, A., & Kellaris, J. J. (2017). How logo colors influence shoppers’ judgments
undoubtedly comprised a huge example (over 5,000 people) and acquired distinctive
sex-based inclination results. Should the men incline towards blue (45 percent) before
the green (19.1 percent) in their example, ladies appear to favor hot shades (pink or
purple), unlike men leaning towards cold hues.
Hajdas, M. (2017). The Impact of Cultural Branding on Brand Equity claims that two
factors rely on the inclinations of people: positive understanding of it, and informed
21
thinking. Either the tendency to shading would come from a prior positive interest in
this shading, or the inclination will come from discovering that certain shades are
more fitting for those items than others. This familiar learning would affirm the
possibility that in the selection of hues, customers will adjust to principles, and
especially if buys are considered dangerous.
Joshi, A. (2018). Logo dynamics for investment branding: Impacts of shading on the
development of disposition towards the item .The analysts excitement was clearly
prepared by the impacts of shading on the production of attitude towards the item
Seo, J. Y., & Scammon, D. L. (2017). Do green packages lead to misperceptions .As
regards taste even more explicitly, shading would have an effect on the sensations of
the buyer as red for a solid taste, green for a severe taste; this highlights the massive
ability of hues to construe tangible recognitions.
Chattalas, M. (2015). National stereotype effects on consumer expectations and

purchase likelihood calls attention to the fact that the decent variety of hues in the
combination of stores makes an impression of assortment. As a rule, this analysis
emphasizes that shading is an important measurement in the discernment and evaluation
of objects for young people who also seek continuity between the shading and the
concept of the object.
Butcher, L., Phau, I., & Teah, M. (2016). Brand prominence in luxury consumption
shows his results increasingly four cups containing a similar espresso (obscure to the
subjects) in front of four unknown boxes in different shades (dark, red, blue and
yellow). The subjects were to express solidarity or delicacy choices, lavishness or
sweetness, linked to each one of the espressos. According to the results: 73 percent of
the analyzers made an exceedingly strong decision about the espresso placed before the
dark colored tray, 84 percent made a more lavish decision about the red, 79 percent
made a decision about the blue milder and 87 percent made a decision about the yellow
lighter.
Jain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing luxury buying behavior
According to the position and the showcasing offers, the bundling impressions of
energy, vigor and solidity or, surprisingly, impressions of simplicity and daintiness will
22
be attempted to function. Whatever it may be, the item should live up to the wishes,
standards and limitations of customers, it should consider the way of life, conventions,
uses and references related to shading, the danger of presenting itself to monetary
frustrations.
Lee, J. E., Hur, S., & Watkins, B. (2018). Visual communication of luxury fashion
brands on social media: Bundling impacts discernments and demeanors of buyers past
the shade of the item itself. In addition, shading is commonly used as a guide to the
classification of an item, and promotes buyer IDs, such as green for natural objects,
blue and white for lactic items. Shading may be regarded as a fringe or focal record
Lin, L., Hoegg, J., & Aquino, K. (2018). When beauty backfires and looked at the
effect of mineral water bottle shades of red and blue. The blue container is viewed as
being more nuanced and energizing than the red bottle. The subjects were not that
prepared to buy a red water tub
Guèvremont, A., & Grohmann, B. (2018).while at the same time assuming a

substantial job in shopper perceptual space. Hues help us more effectively store,
recollect and recall data than strongly contrasting. This is one of the best ways of
conveying messages. Shading boosts work with all detectors, symbolize thoughts and
contemplations, demonstrate creative thinking, revisit a minute or spot and deliver an
enthusiastic response.
Wen, N., & Lurie, N. H. (2018). The case for compatibility: product attitudes and
purchase intentions .A pale blue bundle of espresso will show a focal shading file
along these lines after examining the "decaffeinated" label. Color differences in bright
and warm shades.
Attri, R., & Bairagi, R. (2017). Challenges of Selling Luxury Motorcycle Brands in
India. Hues are related to influences, feelings, or mind-sets; they can encourage or
hinder forms of retention. These are compiled as a symptomatic list of decisions
regarding memory and desire
Vilaisai, K., & Chaipoopirutana, S. (2017). The Corporate Image of the New
Shopping Mall announces the importance of the shading's beauty in the full
relationship of emotion, for him the unmistakable shades create positive reactions
while the dim hues give negative answers.
23
Sharma, A., & Jasrotia, V. (2016). Managing Customers Brand Experience for
Creating Brand Resonance in products foundd that individuals have distinctive
enthusiastic reactions to specific hues in objects. Importance of advertising on colors
and research underscores the immense importance of advertising in affecting
customer point-of-purchase decisions
Yuwono, M. A. B. (2016). Impact of Coffee Product Packaging, Labeling on

Purchase Intentions with Mediating of Brand Image However, until the end of the
century, packaging was limited to tying up a box with wrapping paper and string in
most U.S. economy sectors.
Cleff, T., Walter, N., & Xie, J. (2018). The Effect of Online Brand Experience on
Brand Loyalty Advertising became important as self-service retailing burgeoned in
the 1950s and advertising also has a role in choosing color.
Gunasti, K., & Ozcan, T. (2016). Consumer reactions on Packaging design has been
given a subordinate and limited position with respect to the architecture and product
design of production systems.
Wu, C. S. (2015). A study on consumer attitude for brand Image and are in a similar
vein as color that as choosing packaging and branding.
CHAPTER 3
RESEARCH DESIGN
24
PROBLEM STATEMENT
Consumer behavior is one of the dynamic marketing. Consumer behaviour, is more

dynamic than static. This is greatly influenced by many factors. One of the reasons
for this is color which has a greater influence on consumer buying behaviour.
The effect of consumer behavior varies with the customer and also depends on the
product, the brand's presence etc. A product with packaging and graphics / visual
imagery can be well made, but having a bland or garnish color palette will contribute
to a lack of consumer interest for the product. This may be the same for a product and
packaging design or for graphics / visual imagery that may come in an enticing color
combination but is designed well or not.
25
This may be the same for a product and packaging design or graphics / visual imagery
that may come in an attractive color combination but is badly constructed in terms of
shape, ergonomics or functionality. Notwithstanding its poor design, proper color
utilization can easily convince a consumer to gravitate to the product. Will the
consumer want to buy a poorly thought out design based on an enticing color mix.
Would a customer reject or deny a well-designed graphic or product based on a poor
color combination. It will help other designers realize that color is important for
product and how a customer would gravitate toward a particular product, whether it
is well designed or not.This led the research to conduct analysis on the psychology of
color effects on the actions of purchasing and behaviour of consumers.
NEED FOR THE RESEARCH:
The following research helps to understand the need in different factors:
• Use of color in Product Designs.
• color contributes to Brand Recognition.
• color Offers Product Picture.
• Customer style to blend in with color.
• Packaging as a result of Product selection.
• Branding has an important role to play in providing company image.
• Company's role in brand selection and packages.
OBJECTIVES
1.To understand how Consumer’s Psychology of color influencing buying behavior.
2.To analyze the preference of consumers in choosing the color in packaging.
3.To examine the association of age groups in picking up of color
4 .To examine the association of gender in picking up of color.
5. To identify the role of branding and packaging in influencing Consumer’s buying

behavior.
26
6. To understand the correlation of Income and price range of products preferred by

them.
SCOPE OF THE STUDY
The Psychology of colors deals with the in-depth analysis of different aspects of
product branding, marketing and sales production. The color has the concept of
complexity and profitability, usually reflecting the info-graphic understanding and
design of the structure of the company, recognition of the logo and attractiveness of
the product with priority of consumer satisfaction. The development of business
assets, branding of the product and service, effect of color decisions on the marketing,
is very significant. If we think about product or service based on color alone, there
are certain drawbacks, we need to analyze and explain how the color of the brand
seeks to attract people and how it affects different people.
color emotion and color feeling are two crucial things for understanding cultural
differences and personal preferences in context. This paper focuses on researching the
customer psychology, branding, and color-based product marketing. The paper also
discusses how the process of marketing and branding takes true values from reliable
data tools to gain a better insight into how it operates. This paper makes it possible to
share the in-depth knowledge on color branding by taking the time to bring
constraints, ideas and preparation together.
RESEARCH METHODOLOGY
Primary Data: Primary data here is the questionnaire method is used to collect the data by
interacting with the targeted population. Primary data can be collected through following ways
Secondary Data: Data that is already available and that has been previously collected and
analyzed by somebody else is called secondary data. It may be published data or unpublished
data.
27
Sampling:
Research Design: Exploratory research is being used in order to study and gather information
from the respondents and have a better insight on the issues prevailing the general public.
Sampling Frame: Sampling frame for the survey is based on the perceptions of customers in
finding out the role of consumer's in buying goods
Sampling Size: The sample size of 316 respondents
Sampling Method: Convenience sampling method was used to collect information from 316
respondents
Analytical Tool: word, Tables
Statistical Tool: Spss
Limitations:
• Considering association of colors have the context specific to some groups and
geographical areas rather than assuming color theme as universal identity of
every individual.
• Every color code has limitations and implications on current/future branding,
packing and marketing.
• The choice of brand color is made to understand the limitations, accept the color
variability and focus on responses from diverse and populated areas that fuels
the knowledge of learning on impact of color.
• Complete colorblindness, partial color blindness, Dark and bright color issues.
Identifying all groups require large volume of true data, this is huge challenge
with large population.
• Difficult to collect existing data or design long-lasting product according to
consumer perception and changing preferences.
• This shows impact on product branding, most of the cases have limited time to
understand and ignoring specific color blindness areas.
28
CHAPTER 4
DATA ANALYSIS AND NTERPRETATION
29
Frequency Table
Table 4.1:AGE
AGE Frequency Percent
Age 18-25 112 35.4
30
26-35 67 21.2
36-45 108 34.2
46-55 12 3.8
>55 17 5.4
Total 316 100.0
Figure 4.1:Age graph
AGE
Frequency Percent
316
112 108 100

67
35.4 21.2 34.2 12 3.8 17 5.4
Age 18-25 Age 26-35 Age 36-45 Age 46-55 Age >55 Age Total
Interpretation
According to the table shown above it is being observed that 35.4% of the respondents
fall under the age group of 18-25 followed by 34.2% of respondents fall under the age
group of 36-45 and 21.2% of the respondents come under age group of 26-35 and 5.4%
are more than 55 and 3.8% are 46-55.
Table 4.2 :GENDER

GENDER Frequency Percent
Gender Male 193 61.1
Female 123 38.9
Total 316 100.0
31
figure 4.2:Gender
GENDER
Frequency Percent
193
123
61.1
38.9
Gender Male Gender Female
Interpretation
From the survey conducted 61.1% are Male and 38.9% are female,
Table 4.3:INCOME
INCOME Frequency Percent
Income < 2,00,000 168 53.2
4,00,000 112 35.4
>4,00,000 36 11.4
Total 316 100.0
Figure 4.3: Income
INCOME
Frequency Percent
316
168
112 100
53.2 35.4 36
11.4
Income < 2,00,000 Income 4,00,000 Income >4,00,000 Income Total

32
Interpretation
53.2% o are under the income group of less than 2,00,000 . 35.4% of are having the
income range of 4,00,000 and 11.4% more than 4,00,000.
Table 4.4:PROFESSION
PROFESSION Frequency Percent
Profession Businessmen 26 8.2
Professional 123 38.9
Student 142 44.9
Other 25 7.9
Total 316 100.0
Figure 4.4: Profession
PROFESSION
Frequency Percent
316
142
123
100
38.9 44.9
26 25
8.2 7.9
Profession Profession Profession Student Profession Other Profession Total

Businessmen Professional
Interpretation
From the table 44.9% of students as a profession, 38.9% of the Professional and 8.2%
of in the survey are Businessmen.
33
Table4.5:Price Range
PRICE RANGE Frequency Percent
Price Range <20,000 150 47.5
40,000 115 36.4
>40,000 50 16.1
Total 316 100.0
Figure 4.5:Price range
PRICE RANGE
Frequency Percent
316
150
115
100
47.5 50
36.4
16.1
Price Range <20,000 Price Range 40,000 Price Range >40,000 Price Range Total
Interpretation
Price range 47.5% are the range less than 20,000 and 36.4% are in the range 40,000
and 16.1% are more than 40,000.
Table 4.6: Favorite color
FAVORITE COLOR Frequency Percent
Favorite color Red 109 34.5
Green 39 12.3
yellow 24 7.6
Blue 73 23.1
Black 52 16.5
White 12 3.8
Pink 7 2.2
34
Total 316 100.0
Interpretation
34.5% of the favorite color is Red ,23.1% chose Blue ,16.5% chose Black ,12.3% chose
Green ,7.6% chose Yellow ,3.8% chose White and 2.2% chose Pink.
Figure 4.6: Favourite color
FAVOURITE COLOR
Frequency Percent
316
109 100
73
52
34.5 39
24 23.1 16.5
12.3 7.6 12 3.8 7 2.2
Favorite Favorite Favorite Favorite Favorite Favorite Favorite Favorite

color Red color Green color yellow color Blue color Black color White color Pink color Total
Table 4.7:CONSUMER PYSCHOLOGY OF COLOR VARIES BETWEEN

TWO PEOPLE WITHIN SAME REGION.
CONSUMER PYSCHOLOGY OF Frequency Percent
COLOR VARIES BETWEEN TWO
PEOPLE WITHIN SAME REGION.
Strongly Disagree 9 2.8
Disagree 18 5.7
Neutral 49 15.5
Agree 73 24.2
Strongly Agree 167 51.8
Total 316 100.0
35
figure 4.7: Consumer's Pyschology between people
CONSUMER'S PYSCHOLOGY BETWEEN PEOPLE
Frequency Percent
316
167
100
73
49 51.8
9 18 5.7 15.5 24.2
2.8
Strongly Disagree Neutral Agree Strongly Agree Total

Disagree
Interpretation
51.8% of the Strongly Agree.,24.2% of the Agree ,15.5% of them stayed Neutral
,5.7% Disagree ,2.8% of the Strongly Disagree.
Table 4.8:COLOR PRIMARY ELEMENT TO ATTRACT BUYER SELLER

AND MARKETING
COLOR AS A PRIMARY ELEMENT TO
ATTRACT BUYER Frequency Percent
Disagree 13 4.1
Neutral 34 10.8
Agree 95 30.1
Total 316 100.0
Figure 4.8: Color primary element to attract

36
COLOR PRIMARY ELEMENT TO ATTRACT

Frequency Percent
316
167
95 100
52.8
34 30.1
7 13 10.8
2.2 4.1

Disagree
The study shows that 52.8% of Strongly Agree that the with the statement and 2.2%
Strongly Disagree with the same.
Table 4.9:Various color influences people on their buying
VARIOUS COLOR INFLUENCES PEOPLE OF DIFFERENT AGE GROUPS
WHICH AFFECTS THEIR BUYING
Frequency Percent
Disagree 14 4.4
neutral 41 13
Agree 89 28.2
Total 316 100
Figure 4.9:Various color influences people

37
VARIOUS COLOR INFLUENCES PEOPLE

VARIOUS COLOR INFLUENCES PEOPLE OF DIFFERENT AGE GROUPS WHICH AFFECTS THEIR
BUYING Frequency
VARIOUS COLOR INFLUENCES PEOPLE OF DIFFERENT AGE GROUPS WHICH AFFECTS THEIR
BUYING Percent
316
166
100
89
52.5
41
28.2
6 14 13
1.9 4.4
Strongly Disagree Disagree neutral Agree Strongly Agree Total
Interpretation
52.5% of Strongly Agree that 1.9% of them Strongly Disagree with the statement.
Table 4.10:Picking up of color is based on consumer mood
PICKING UP OF COLOR IS BASED ON CONSUMER MOOD
Cumulative
Frequency Percent Valid Percent Percent
Strongly Disagree 3 .9 .9 .9
Disagree 39 12.3 12.3 13.2
Neutral 31 9.8 9.8 23.0
Agree 90 28.5 28.5 51.5
Strongly Agree 153 48.5 48.5 100.0
Total 316 100.0 100.0
Interpretation
48.5% of the Strongly Agree ,0.9% Strongly Disagree that picking up of color is not
based on consumer mood.
38
Table 4.11:Gender plays a role in picking up of color

GENDER PLAYS A ROLE IN PICKING UP OF COLOR
Frequency Percent
Disagree 2 0.6
Neutral 6 1.9
Agree 123 38.9
Total 316 100
GENDER PLAYS A ROLE IN PICKING UP OF COLOR

GENDER PLAYS A ROLE IN PICKING UP OF COLOR Frequency
GENDER PLAYS A ROLE IN PICKING UP OF COLOR Percent
316
184
123
100
58.2
38.9
1 0.4 2 0.6 6 1.9

Disagree
Figure 4.11: Gender plays a role in picking up of color.
Interpretation
39
From the above table 58.2% of Strongly Agree that Gender plays a role in picking up
of color.38.9% of them 0..4% of them Strongly Disagree that Gender does not play a
role in picking up of color.
Table 4.12: Age plays a role in picking up of color

AGE PLAYS A ROLE IN PICKING UP OF COLOR
Frequency Percent
Disagree 6 1.9
Neutral 39 12.3
Agree 98 31
Total 316
40
Figure 4.12:Age plays a role in picking up of color
AGE PLAYS A ROLE IN PICKING UP OF COLOR

AGE PLAYS A ROLE IN PICKING UP OF COLOR Frequency
AGE PLAYS A ROLE IN PICKING UP OF COLOR Percent
316
168
98 100
39 53.2
12.3 31
5 1.6 6 1.9
Strongly Disagree Disagree Neutral Agree Strongly Agree Total
Interpretation
53.2% of the respondents Strongly Agree that Age plays a role in picking up of
color.31.0% of them Agree that age plays a role in choosing color.12.3% stayed Neutral
that age may or mannot play a role in picking up of color.1.9% and 1.6% them Disagree
that Age do not play a role in picking up of color.
Table 4.13: Society's culture is a

sensitive matter in deciding the color
SOCIETY'S CULTURE IS A SENSITIVE MATTER IN DECIDING THE
RIGHT COLOR FOR A PRODUCT AND PLAYS A ROLE IN MARKET
SALES
Frequency Percent
Disagree 7 2.2
Neutral 13 4.1
Agree 132 41.8
Total 316 100

41
Figure4.13: Society’s culture is a sensitive matter
SOCIETY'S CULTURE
SOCIETY'S CULTURE IS A SENSITIVE MATTER IN DECIDING THE RIGHT COLOR FOR A PRODUCT AND
PLAYS A ROLE IN MARKET SALES Frequency
SOCIETY'S CULTURE IS A SENSITIVE MATTER IN DECIDING THE RIGHT COLOR FOR A PRODUCT AND
PLAYS A ROLE IN MARKET SALES Percent
316
162
132
100
41.8 51.3
2 0.6 7 2.2 13 4.1
51.3% of the individuals Strongly Agree that Society's culture is a sensitive matter in
choosing the right color for a product and plays a role in market sales.41.8% of them
Agreed that Society's culture is a sensitive matter in choosing the right color for a
product and plays a role in market sales.4.1% of them stayed neutral that Society's
culture may or mannot be a sensitive matter in choosing the right color for a product
and may or mannot play a role in market sales.2.2% and 0.6% Disagree that Society's
culture is not a sensitive matter in choosing the right color for a product and do not
play a role in market sales.
Table 4.14: Consumer’s choosing a color supports operation team to design their
Branding.
CONSUMER'S CHOOSING A COLOR SUPPORTS THE OPERATION
TEAM TO DESIGN THIER BRANDING AND PACKAGING
Frequency Percent
Disagree 10 3.2
Neutral 12 3.8
Agree 129 40.8

42
Total 316 100
Figure 4.14: Consumer’s choosing a color
CONSUMERS CHOOSING A COLOR

CONSUMER'S CHOOSING A COLOR SUPPORTS THE OPERATION TEAM TO DESIGN THIER
BRANDING AND PACKAGING Frequency
CONSUMER'S CHOOSING A COLOR SUPPORTS THE OPERATION TEAM TO DESIGN THIER
BRANDING AND PACKAGING Percent
316
160
129
100
50.6
40.8
5 10 12 3.8
1.6 3.2
50.6% of the respondents Strongly Agree that Consumer's choosing a color supports
the operation team to design branding and packaging.40.8% Agree that Consumer's
choosing a color supports the operation team to design branding and packaging.3.8%
stayed neutral that Consumer's choosing a color may or mannot support the operation
team to design branding and packaging. 3.2% and 16% of them Disagree that
Consumer's choosing a color does not support the operation team to design their
branding and packaging.
Table 4.15: Color influence the purchase power
COLOR INFLUENCES THE PURCHASE POWER OF CONSUMER'S
IRRESPECTIVE OF GENDER
Frequency Percent
Disagree 32 10.1
43
Neutral 14 4.4
Agree 96 30.4
Total 316 100
Figure 4.15: Color influence the purchase power
COLOR INFLUENCES THE PURCHASE POWER

COLOR INFLUENCES THE PURCHASE POWER OF CONSUMER'S IRRESPECTIVE OF GENDER
Frequency
COLOR INFLUENCES THE PURCHASE POWER OF CONSUMER'S IRRESPECTIVE OF GENDER Percent
316
151
96 100
47.8
32 30.4
23
7.3 10.1 14
4.4
Interpretation
47.8% of the individuals Strongly Agree that Color influences the purchase power of
consumer's irrespective of gender.30.4% Agree that Color influences the purchase
power of consumer's irrespective of gender.4.4% stayed neutral that Color may or
mannot influence the purchase power of consumer's irrespective of gender.10.1% and
7.3% Disagree that Color do not influence the purchase power of consumer's
irrespective of gender.
Table 4.16: Marketing campaign to raise awareness
MARKETING CAMPAIGN SHOULD BE ARRANGED TO RAISE

AWARNESS ON BRANDING AND PACKAGING
44
Cumulative
Strongly Disagree 15 4.7 4.7 4.7
Disagree 26 8.2 8.2 13.0
Neutral 11 3.5 3.5 16.5
Agree 100 31.6 31.6 48.1
Strongly Agree 164 51.9 51.9 100.0
Total 316 100.0 100.0
Interpretation
From the above table it is shown that from the survey conducted 51.9% of them
Strongly Agree that Marketing campaign should be arranged to raise awareness on
branding and packaging.31.6% of them Agree with the same.8.2% and 4.7% of them
Disagree that Marketing campaign need not be arranged to raise awareness on branding
and packaging.3.5% stayed neutral that Marketing campaign should be or should not
be arranged to raise awareness on branding and packaging.
Table 4.17: Packaging color used to influence emotions and perceptions

PACKAGING COLOR CAN ALSO BE USED TO INFLUENCE
CONSUMER'S EMOTIONS AND PERCEPTIONS ON GOODS AND
SERVICES
Cumulative
Disagree 16 5.1 5.1 10.8
Neutral 7 2.2 2.2 13.0
Agree 121 38.3 38.3 51.3
Strongly Agree 154 48.7 48.7 100.0
Total 316 100.0 100.0
Interpretation
48.7% of the respondents Strongly Agree that Packaging color can also be used to
influence consumer's emotions and perceptions on goods and services.38.3% of them
Agree that Packaging color can also be used to influence consumer's emotions and
45
perceptions on goods and services.5.7% and 5.1% of them Disagree that Packaging
color need not be used to influence consumer's emotions and perceptions on goods and
services.2.2% of them stayed neutral that Packaging color may or mannot be used to
influence consumer's emotions and perceptions on goods and services.
Table 4.18: Color to communicate brand personality

COLOR CAN BE USED TO COMMUNICTE BRAND PERSONALITY
Frequency Percent
Disagree 24 7.6
Neutral 8 2.5
Agree' 134 42.4
Total 316 100

46
COLOR CAN COMMUNICATE BRAND PERSONALITY

COLOR CAN BE USED TO COMMUNICTE BRAND PERSONALITY Frequency
COLOR CAN BE USED TO COMMUNICTE BRAND PERSONALITY Percent
316
149
134
100
42.4 47.2
24
1 0.3 7.6 8 2.5
Valid Strongly Valid Disagree Valid Neutral Valid Agree' Valid Strongly Valid Total
Disagree Agree
Figure 4.18 : Color communicate brand personality
Interpretation
47.2% of the respondents Strongly agree that color can be used to communicate brand
personality.42.4% of them Agree that color can be used to communicate brand
personality.7.6% and 0.3% of them strongly Disagree that color cannot be used to
communicate brand personality. 2.5% of them stayed neutral that color may or mannot
be used to communicate brand personality.
Table 4.19: Color mapping on brand differentiation.
COLOR MAPPING AS A MEANS OF IDENTIFYING POTENTIAL
COLORS FOR NEW BRANDS AND ENSURING BRAND
DIFFERENTIATION
Cumulative
Disagree 16 5.1 5.1 7.3
Neutral 12 3.8 3.8 11.1
Agree 128 40.5 40.5 51.6
Strongly Agree 153 48.4 48.4 100.0
Total 316 100.0 100.0
47
48.4% of the individuals Strongly Agree that color mapping as a means of identifying
potential colors for new brands and ensuring brand differentiation.40.5% of them Agree
Table 4.20: Innovative Packaging attracts consumers.
INNOVATIVE PACKAGING ATTRACTS CONSUMER ATTENTION THAT
INFLUENCES THE BUYING BEHAVIOR
Frequency Percent
Disagree 11 3.6
Neutral 12 3.8
Agree 122 38.6
Total 316 100
figure 4.20: Innovative Packaging attracts consumers
INNOVATIVE PACKAGING ATTRACTS CONSUMER

INNOVATIVE PACKAGING ATTRACTS CONSUMER ATTENTION THAT INFLUENCES THE BUYING
BEHAVIOR Frequency
INNOVATIVE PACKAGING ATTRACTS CONSUMER ATTENTION THAT INFLUENCES THE BUYING
BEHAVIOR Percent
316
161
122
100
50.9
38.6
10 3.1 11 3.6 12 3.8
Interpretation
48
50.9% of the respondents Strongly Agree that Innovative packaging attracts consumer
attention that influences the buying behavior.38.6% of them Agree.
Table 4.21: Lifestyle culture as important role in Packaging and branding.

LIFESTYLE AND CULTURE PLAYS AN IMPORTANT ROLE IN
CHOOSING BRANDS AND PACKAGES
Frequency Percentage
Disagree 6 2.5
Neutral 8 2.9
Agree 136 43
Total 316 100

49
Figure4.21: Lifestyle and Culture
LIFESTYLE AND CULTURE

LIFESTYLE AND CULTURE PLAYS AN IMPORTANT ROLE IN CHOOSING BRANDS AND PACKAGES
Frequency
LIFESTYLE AND CULTURE PLAYS AN IMPORTANT ROLE IN CHOOSING BRANDS AND PACKAGES Valid
Percent
316
161
136
100
43 50.9
5 0.7 6 2.5 8 2.9
Interpretation
50.9% of the individuals Strongly Agree that lifestyle and culture plays an important
role in choosing brands and packages.43.0% Agree that lifestyle and culture plays an
important role in choosing brands and packages.
Table 4.22: Association of lifestyle and Culture

ASSOCIATION OF LIFESTYLE AND CULTURE IMPACTS BUYERS IN
PICKING UP OF COLOR
Cumulative
Strongly Disagree 3 .9 .9 .9
Disagree 28 8.9 8.9 9.8
Neutral 23 7.3 7.3 17.1
Agree 106 33.5 33.5 50.6
Strongly Agree 156 49.4 49.4 100.0
Total 316 100.0 100.0
Interpretation
50
49.4% of the Individuals Strongly Agree that Association of lifestyle and culture
impacts buyers in picking up of color.33.5% of them Agree
Table 4.23: Do you feel color affects your mood
DO YOU FEEL THAT COLOR PLAYS A ROLE IN AFFECTING
YOUR MOOD
Frequency Percent
Yes 230 72.8
No 86 27.2
Total 316 100
Figure 4.23: Color affects mood
COLOR AFFECTS YOUR MOOD

DO YOU FEEL THAT COLOR PLAYS A ROLE IN AFFECTING YOUR MOOD Frequency
DO YOU FEEL THAT COLOR PLAYS A ROLE IN AFFECTING YOUR MOOD Percent
316
230
100
86
72.8
27.2
Yes No Total
72.8% of the individuals gave their responses Yes color plays a role in affecting
mood.27.2% of them responded No color plays a role in affecting mood.
Table 4.24: Brighter color makes cheerful

BRIGHTER COLORS MAKES YOU FEEL CHEERFUL
Frequency Percent
Yes 216 68.4

51
No 100 31.6
Total 316 100
Figure 4.24 Brighter color makes you feel cheerful
BRIGHTER COLOR FEEL CHEERFUL

BRIGHTER COLORS MAKES YOU FEEL CHEERFUL Frequency
BRIGHTER COLORS MAKES YOU FEEL CHEERFUL Percent
316
216
100 100
68.4
31.6
Yes No Total
68.4% of respondents felt that Yes brighter colors makes them cheerful and 31.6% of
them responded that No brighter colors will not make them feel cheerful.
Table 4.25: Darker color makes gloomy

DARKER COLORS MAKES YOU FEEL GLOOMY
Frequency Percent
Yes 246 77.8
No 70 22.2
Total 316 100

52
figure 4.25: Darker color makes feel gloomy
DARKER COLORS MAKES FEEL GLOOMY

DARKER COLORS MAKES YOU FEEL GLOOMY Frequency
DARKER COLORS MAKES YOU FEEL GLOOMY Percent
316
246
100
77.8 70
22.2
Yes No Total
77.8% of the respondents said that Yes Darker colors make them feel gloomy and
22.2% of them said that No darker colors may not make them feel gloomy.
Table 4.26: Mood swings

HAVE YOU FACED ANY MOOD SWINGS ON CHOOSING A
COLOR
Frequency Percent
Yes 260 82.3
No 56 17.7
Total 316 100

53
Figure 4.26: Mood swings
HAVE YOU FACED ANY MOOD SWINGS

HAVE YOU FACED ANY MOOD SWINGS ON CHOOSING A COLOR Frequency
HAVE YOU FACED ANY MOOD SWINGS ON CHOOSING A COLOR Percent
316
260
100
82.3
56
17.7
Yes No Total
Based on the survey 82.3% of them said Yes they faced mood swings while choosing
a color.17.7% of them said No they do not face any mood swings on choosing a color.
Table 4.27:Colorful packaging

DO YOU PREFER COLORFUL PACKAGING
Frequency Percent
Yes 267 84.5
No 49 15.5
Total 316 100

54
Figure 4.27: colorful Packaging
PREFER COLORFUL PACKAGING

DO YOU PREFER COLORFUL PACKAGING Frequency
DO YOU PREFER COLORFUL PACKAGING Percent
316
267
100
84.5
49
15.5
Yes No Total
84.5% of the Individuals said that Yes they prefer colorful packaging while 15.5% of
them said that No they do not prefer colorful packaging.
Table 4.28:Anova Descriptive

Descriptive
95% Confidence
Std. Std. Interval for Mean
N Mean
Deviation Error
Lower Upper
Bound Bound
AGE AND THEIR
18-25 112 4.29 .81 .08 4.14 4.45
ROLE IN PICKING
26-35 67 4.49 .79 .10 4.30 4.68
UP OF COLOR
36-45 108 4.35 .82 .08 4.19 4.51
46-55 12 4.00 1.41 .41 3.10 4.90
>55 17 3.88 1.32 .32 3.21 4.56
Total 316 4.32 .88 .05 4.23 4.42
55
Table 4.29: ANOVA
Sum of Mean
ANOVA df F Sig.
Squares Square
Between
AGE AND THEIR 6.66 5 1.66 2.19 .070
Groups
ROLE IN
PICKING UP OF
COLOR Within 236.42 311 .76
Groups
Total 243.08 315
Interpretation
Age does not have any significance with the role in picking up of color as F value is
2.19, dF=4 and P=0.070>0.05 a slight difference in the alpha value and post hoc
interpretation in the table indicates there is a difference in Age group and their role in
picking up of color and 112 respondents fall under the age group of 18-25.
H0 : There is a no Association between Age and Age group as a role in Picking up of

color.
H1 : There is an association between Age and Age group as a role in Picking up of
color.
56
Table 4.30:CROSSTABS
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Table 4.32: Chi -Square tests
Chi-Square Tests
Monte Carlo Sig. (2-sided) Monte Carlo Sig. (1-sided)
95% Confidence 95% Confidence
Asymptotic Interval Interval
Significance Lower Upper Lower Upper
Value df (2-sided) Significance Bound Bound Significance Bound Bound
Pearson 7.858a 3 0.049 .038b 0.017 0.059
Chi-Square
Likelihood 7.879 3 0.049 .063b 0.036 0.090

Ratio
Fisher's 7.616 .032b 0.012 0.051
Exact Test
Linear-by- 5.524c 1 0.019 .022b 0.006 0.038 .013b 0.000 0.025
Linear
Association
N of Valid 316
Cases
a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 1.17.
b. Based on 316 sampled tables with starting seed 2000000.
c. The standardized statistic is -2.350.
From the above Table Pearson Chi-Square value is significant because p value is 0.049
that is less than the alpha value 0.05 (p=0.049<0.05).It shows that there is an association
between Gender and Gender as a role in picking up of colors.
H0 : There is a no significance relationship between Gender and Gender as a role in
Picking up of color.
H1 : There is a significant relation between Gender and Gender as a role in Picking up
of color..
Table 4. 33: Nonparametric Correlations
Correlations
57
PRICE
INCOME RANGE
Spearman's rho INCOME Correlation 1.000 .404**
Coefficient
Sig. (2-tailed) . .000
N 316 316
PRICE Correlation .404** 1.000
RANGE Coefficient
Sig. (2-tailed) .000 .
N 316 316
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation
The test reveals that p value has to be P=0.000<0.01 and the spearman’s rho value is
0.404 and alpha value is 0.01 and 404 correlation at the significant level of 1% with the
income level
REGRESSION
Regression analysis showing the extent of influence of independent variable on the
dependent variable (Income and Price range)
Table 4. 34 :MODEL SUMMARY

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .360a .129 .127 .811
a. Predictors: (Constant), INCOME
Table 4. 35: Regression ANOVA

ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 30.671 1 30.671 46.627 .000b
58
Residual 206.545 314 .658

Total 237.215 315
a. Dependent Variable: PRICE RANGE
b. Predictors: (Constant), INCOME
Table 4.36: COEFFICIENTS

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .991 .115 8.641 .000
INCOME .454 .066 .360 6.828 .000
a. Dependent Variable: PRICE RANGE
Interpretation
The test shows R square is 0.129 which indicates 1.29% of the Price range has been
explained and adjusted r squared value is 0.127 which is closed to r squared value
0.129.
59
CHAPTER 4
FINDINGS
60
• 1)To understand how Consumer’s Psychology of color influences buying

behavior.
• AGE
o 35.4% of the respondents fall under the age group of 18-25 followed by
34.2% of respondents fall under the age group of 36-45 and 21.2% of
the respondents come under age group of 26-35 and 5.4% are more than
55 and 3.8% are 46-55. Age is an important factor in demographics,
influencing consumer behavior. As people grow they change their
needs. Similar shifts are coming to their patterns of buying decision
making. Our health needs change with age, and so do many other
necessities. Aging brings changes to the lifestyle of people, and is also
influenced by their desires and personal values. When people are young,
they spend more on their lifestyle needs, from fun to fashion and movies.
As they get older their spending on these issues is shrinking. Elderly
people often stay indoors, though expenses related to their health may
increase. In this way, age becomes one of the basic demographics
variables that influence consumer behaviour and purchasing decisions.
• GENDER
o From the survey conducted 61.1% of respondents are Male and 38.9%
respondents are female, that shows that Gender plays a role in deciding
key factors. Male and female types are affected by many different
factors and these variations affect their buying decisions as well. In
terms of fashion and lifestyle the two sexes have different needs. So,
their consumer behavior can be significantly different in those two areas.
It is mainly the difference in needs which results in different choices.
There are also several areas where patterns of consumption can also be
similar in terms of food and fun. The same movies and the same brand
of fast food can be appealing to both sexes.
• PROFESSION
61
o From the table 44.9% of respondents are students as a profession, 38.9%

of the respondents are Professional and 8.2% of the respondents in the
survey are Businessmen and 7.9% are other profession. The occupation
of an individual plays a significant role in influencing his / her buying
decision. An individual's nature of job has a direct influence on the
products and brands he picks for himself / herself.
• INCOME
o Income as a role in the survey conducted:53.2% of the respondents are
under the income group of less than 2,00,000 followed by 35.4% of the
respondents are having the income range of 4,00,000 and 11.4% of them
are having the income of more than 4,00,000. Income: Income is a very
important factor which affects people's purchasing decisions and
consumer behaviour. The disparity in product preferences and buying
patterns can be clearly seen across different income levels. A middle
class person makes his or her purchasing decisions based on usefulness.
• PRICE RANGE
o Price range of the respondents are as follows 47.5% are under the range
less than 20,000 and 36.4% are in the range 40,000 and 16.1% are more
than 40,000.
o The price you pay on a product or service will have a very important
effect on how the consumer is behaving. When buyers assume that the
price you charge is cheaper than rivals, this could lead to a significant
spike in sales. But, if the price you set is considerably higher than
expected, the response will be disappointing. In either case a price
change could yield unexpected results when it comes to purchasing
behavior by consumers.
• COLOR PRIMARY ELEMENT TO ATTRACT BUYER SELLER AND
MARKETING
o The study shows that 52.8% of respondents Strongly Agree that the
Color is a primary element to attract buyer seller and marketing process
and 30.1% of respondents Agree that color has a role in attracting buyers
,10.8% stayed Neutral in taking decision ,4.1% Disagree with the
statement and 2.2% Strongly Disagree with the same.
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• COLOR INFLUENCES PEOPLE OF DIFFERENT AGE GROUPS

o 52.5% of Individuals Strongly Agree that various color influences
people of different age groups which affects their buying behavior
,28.2% of the respondents Agree with the variation in the color
influences people of different age groups ,13.0% of them stayed neutral
with the decision and 1.9% of the individuals Strongly Disagree with the
statement.
• COLOR INFLUENCES THE PURCHASING POWER OF
CONSUMER’S IRRESPECTIVE OF GENDER
o 47.8% of the individuals Strongly Agree that Color influences the
purchase power of consumer's irrespective of gender.30.4% Agree that
Color influences the purchase power of consumer's irrespective of
gender.4.4% stayed neutral that Color may or mannot influence the
purchase power of consumer's irrespective of gender.10.1% and 7.3%
Disagree that Color do not influence the purchase power of consumer's
irrespective of gender. Color affects the food a great deal. Color affects
how people view the edibility and taste of foods and drinks. This can be
influenced not only by the color of the food itself, but also by everything
in the vision field of the eater. For example, bread is normally sold in
packaging painted or tinted with golden or brown tones in food stores to
promote the idea of freshness in the home baked and the oven.
• SOCIETY’S CULTURE IS A SENSITIVE MATTER IN DECIDING THE
RIGJT COLOR FOR A PRODUCT AND PLAYS A ROLE IN MARKET
SALES.
o 51.3% of the individuals Strongly Agree that Society's culture is a
sensitive matter in choosing the right color for a product and plays a
role in market sales.41.8% of them Agreed that Society's culture is a
sensitive matter in choosing the right color for a product and plays a role
in market sales.4.1% of them stayed neutral that Society's culture may
or mannot be a sensitive matter in choosing the right color for a product
and may or mannot play a role in market sales.2.2% and 0.6% Disagree
that Society's culture is not a sensitive matter in choosing the right color
for a product and do not play a role in market sales. Cultural factors
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affect a person's purchasing decision significantly.- person has different

sets of behaviors, beliefs and principles that he / she develops from his /
her history and family status. What they see from infancy is their history.
• To analyze the preference of consumers in choosing the color in

packaging.
• FAVORITE COLOR
o 34.5% of the respondent’s favorite color is Red ,23.1% chose Blue
,16.5% chose Black ,12.3% chose Green ,7.6% chose Yellow ,3.8%
chose White and 2.2% chose Pink. When associating this color with past
good or bad experiences, we are drawn to certain colours. The
subconscious often ties certain colors to certain feelings. Look out your
shoes, suit, sheets, bedding and home decor for the colors. I'm sure one
or the other color is dominant and that's the color you're most attracted
to.
• PICKING UP OF COLOR IS BASED ON CONSUMER MOOD
o 48.5% of the individuals Strongly Agree that Picking up of color is based
on consumer moods.28.5% of respondents Agree that picking up of
color is based on consumer moods.12.3% Disagree with the statement
that color does not play a role on consumer moods and 9.8% stayed
neutral that picking up of color may or man not affect consumer
64
moods.0.9% Strongly Disagree that picking up of color is not based on

consumer mood. Market behaviour-Demand analysis The quantity of a
particular good or service which a market or group of consumers wishes
to buy at a given price is called demand. It is the ability or desire of the
consumer to purchase one particular product.
• PACKAGING COLOR CAN ALSO BE USED TO INFLUENCE
CONSUMER’S EMOTIONS AND PERCEPTIONS ON GOOD’S AND
SERVICES
o 48.7% of the respondents Strongly Agree that Packaging color can also
be used to influence consumer's emotions and perceptions on goods and
services.38.3% of them Agree that Packaging color can also be used to
influence consumer's emotions and perceptions on goods and
services.5.7% and 5.1% of them Disagree that Packaging color need not
be used to influence consumer's emotions and perceptions on goods and
services.2.2% of them stayed neutral that Packaging color may or
mannot be used to influence consumer's emotions and perceptions on
goods and services.
• INNOVATIVE PACKAGING ATTRACTS CONSUMER ATTENTION
THAT INFLUENCES THE BUYING BEHAVIOR
o 50.9% of the respondents Strongly Agree that Innovative packaging
attracts consumer attention that influences the buying behavior.38.6%
of them Agree that Innovative packaging attracts consumer attention
that influences the buying behavior.3.8% of them stayed neutral that
Innovative packaging may or mannot attract consumer attention that
influences the buying behavior.3.1% and 3.6% of them Disagree that
Innovative packaging do not attract consumer attention that influences
the buying behavior.
• ASSOCIATION OF LIFESTYLE AND CULTURE IMPACTS BUYERS
IN PICKING UP OF COLOR
o 49.4% of the Individuals Strongly Agree that Association of lifestyle
and culture impacts buyers in picking up of color.33.5% of them Agree
that lifestyle and culture impacts buyers in picking up of color.8.9% and
0.9% of them Disagree that lifestyle and culture do not impact buyers in
65
picking up of color. 7.3% stayed neutral that lifestyle and culture may
or mannot impact buyers in picking up of color. Lifestyle, a term
introduced in 1929 by the Austrian psychologist Alfred Adler, refers to
the way a individual remains in society. It's really important for some
people to wear branded clothes whereas some people are not really
aware of the brand. A person staying in a posh locality needs to maintain
their status and image. The lifestyle of an person is linked to his
personality, attitude, perception, social relations and immediate
surroundings.
• COLOR PLAYS A ROLE IN AFFECTING YOUR MOOD
o 72.8% of the individuals gave their responses Yes color plays a role in
affecting mood.27.2% of them responded No color plays a role in
affecting mood. The importance of color design derives from the human
mind's perception to colour. Color produces thoughts, sends signals,
stimulates curiosity, and generates other emotions. Warm colors reflect
anticipation, hope, and imagination within the psychology of colors;
cool colors symbolize stability, calm, and harmony.
• 3.To examine the association of age groups in picking up of color.

• AGE
o 35.4% of the respondents fall under the age group of 18-25 followed by
34.2% of respondents fall under the age group of 36-45 and 21.2% of
the respondents come under age group of 26-35 and 5.4% are more than
55 and 3.8% are 46-55. Age affects not only purchasing behavior, it is
also an significant factor that influences market segmentation and
marketing strategy. Marketers segment their target audience according
to era. There are some items that are merchandised for millennials only.
Likewise, there are items that are meant for the elderly and that meet
people's needs in the past. Gadgets and magazines in lifestyle are often
targeted to the youth or millennial generation. Since this generation's
taste is radically different and they are more digitally oriented, this not
only affects marketing campaign choices but also the marketing
platforms used to market them.
66
• AGE PLAYS A ROLE IN PICKING UP OF COLOR

o 53.2% of the respondents Strongly Agree that Age plays a role in picking
up of color.31.0% of them Agree that age plays a role in choosing
color.12.3% stayed Neutral that age may or mannot play a role in
picking up of color.1.9% and 1.6% them Disagree that Age do not play
a role in picking up of color.
• ANOVA TEST RESULTS BETWEEN AGE AND AGE AS A ROLE IN
PICKING UP OF COLOR
o Age does not have any significance with the role in picking up of color
as F value is 2.19, dF=4 and P=0.070>0.05 a slight difference in the
alpha value and post hoc interpretation in the table indicates there is a
difference in Age group and their role in picking up of color and 112
respondents fall under the age group of 18-25.
67
• To examine the association of gender in picking up of color.

• GENDER
o From the survey conducted 61.1% of respondents are Male and 38.9%
respondents are female, that shows that Gender plays a role in deciding
key factors. The habits of decision making can also vary between the
two sexes. The homemakers are less likely to get interested in the buying
of impulses. Too many advertisements you come across every day are
targeted at one of the sexes. The same adverts will not appeal to both
sexes, from beer adverts to grooming products. It is the women who
make most of the food decisions in most households.
• GENDER PLAYS A ROLE IN PICKING UP OF COLOR
o From the above table 58.2% of individuals Strongly Agree that Gender
plays a role in picking up of color.38.9% of them Agreed that gender
plays a role in picking up of color.1.9% of them stayed neutral and 0.4%
of them Strongly Disagree that Gender does not play a role in picking
up of color.
• COLOR INFLUENCES THE PURCHASING POWER OF

CONSUMER’S IRRESPECTIVE OF GENDER
o 47.8% of the individuals Strongly Agree that Color influences the
purchase power of consumer's irrespective of gender.30.4% Agree that
Color influences the purchase power of consumer's irrespective of
gender.4.4% stayed neutral that Color may or mannot influence the
purchase power of consumer's irrespective of gender.10.1% and 7.3%
Disagree that Color do not influence the purchase power of consumer's
irrespective of gender.
• CHI-SQUARE TEST BETWEEN GENDER AND GENDER AS A
ROLE IN PICKING UP OF COLOR
o From the Chi-Square test conducted and from the results it is been
observed that there is a an association of Gender roles in different
gender groups picking up of a particular color and the p value is 0.04
68
that is less than the alpha value p<0.05 hence there is a significant role
in Gender and different gender groups picking up of color.
• To identify the role of branding and packaging in influencing Consumer’s

buying role.
• CONSUMER’S CHOOSING A COLOR SUPPORTS THE
OPERATION TEAM TO DESIGN THEIR BRANDING AND
PACKAGING
o 50.6% of the respondents Strongly Agree that Consumer's choosing a
color supports the operation team to design branding and
packaging.40.8% Agree that Consumer's choosing a color supports the
operation team to design branding and packaging.3.8% stayed neutral
that Consumer's choosing a color may or mannot support the operation
team to design branding and packaging. 3.2% and 16% of them Disagree
that Consumer's choosing a color does not support the operation team to
design their branding and packaging. Reason is as follows, A well-
branded company is easier for people to recognise. This is of crucial
importance to businesses as customers are more loyal to a brand. A
Strong brand no longer needs their extra marketing effort because its
consumers have already built loyalty.
• LIFESTYLE AND CULTURE PLAYS AN IMPORTANT ROLE IN
CHOOSING BRANDS AND PACKAGES
o 50.9% of the individuals Strongly Agree that lifestyle and culture plays
an important role in choosing brands and packages.43.0% Agree that
lifestyle and culture plays an important role in choosing brands and
packages.2.9% of them stayed neutral that lifestyle and culture may or
mannot play an important role in choosing brands and packages.2.5%
and 0.7% Disagree that lifestyle and culture do not play an important
role in choosing brands and packages. Subcultures However, each
culture includes different subcultures such as religion, age, geographical
location, gender (male / female), status, etc. Religion (Christianity,
69
Hindu, Muslim, Sikhism, Jainism, etc.) A Hindu bride wears red,

maroon or a bright color lehanga or saree while a Christian bride wears
a white gown on her wedding day. It is against Hindu culture to wear
white on auspicious occasions. Muslims on the other hand prefer to wear
green on important occasions. For Hindus eating beef is considered to
be a sin whereas Muslims and Christians absolutely relish the same. A
sixty year old individual would not like something which is too bright
and colorful. He would prefer something which is more sophisticated
and simple. On the other hand a teenager would prefer funky dresses and
loud colours.
o Status (Upper Class, Middle Class, and Lower Class) People in the
upper class typically tend to spend on luxury things like expensive
gadgets, automobiles, suits, etc. You would hardly consider a lower-
class person spending money on high-end products. A person who finds
it hard to meet ends would prefer to spend on items needed to survive.
Individuals from the middle class community are generally more
interested in purchasing products that would secure their future.
o Sex (Male / Female) People generally make fun of males buying
fairness creams as only females are allowed to purchase and use beauty
products in our culture. Males are seen as strong and tough.
• MARKETING CAMPAIGN SHOULD BE ARRANGED TO RAISE
AWARENESS ON BRANDING AND PACKAGING
o From the results obtained through a survey it is shown that 51.9% of
them Strongly Agree that Marketing campaign should be arranged to
raise awareness on branding and packaging.31.6% of them Agree with
the same.8.2% and 4.7% of them Disagree that Marketing campaign
need not be arranged to raise awareness on branding and
packaging.3.5% stayed neutral that Marketing campaign should be or
should not be arranged to raise awareness on branding and packaging.
Branding and packaging on small and medium-sized enterprise products
is drawing more clients. A product well delivered in a beautifully
designed box will draw more clients. Attractive Branding on a product
often demonstrates integrity and product quality. Branding the product
70
can be achieved using a print-ad medium which promotes design as a

primary weapon.
• COLOR CAN BE USED TO COMMUNICATE BRAND PERSONALITY
o 47.2% of the respondents Strongly agree that color can be used to
communicate brand personality.42.4% of them Agree that color can be
used to communicate brand personality.7.6% and 0.3% of them strongly
Disagree that color cannot be used to communicate brand personality.
2.5% of them stayed neutral that color may or mannot be used to
communicate brand personality. With the rise of digital giving
customers the opportunity to make their views on brands, products and
services quickly and easily known, it is becoming increasingly important
that businesses remain relevant to the wants and desires of their target
audiences, with branding and packaging that retain trust.
• COLOR MAPPING AS A AMEANS OF IDENTIFYING POTENTIAL
COLOR FOR NEW BRANDS AND ENSURING BRAND
DIFFERENTIATION
o 48.4% of the individuals Strongly Agree that color mapping as a means
of identifying potential colors for new brands and ensuring brand
differentiation.40.5% of them Agree that color mapping as a means of
identifying potential colors for new brands and ensuring brand
differentiation.5.1% and 2.2% of them Disagree that color mapping is
not a means of identifying potential colors for new brands and ensuring
brand differentiation.3.8% of them stayed neutral that color mapping
may or mannot be a means of identifying potential colors for new brands
and ensuring brand differentiation. A well-branded company is easier
for people to recognise. This is of crucial importance to businesses as
customers are more loyal to a brand. A Strong brand no longer needs the
extra marketing effort because its consumers have already built loyalty.
• To understand the correlation of Income and price range of products

preferred by them.
• INCOME
71
o Income as a role in the survey conducted:53.2% of the respondents are

under the income group of less than 2,00,000 followed by 35.4% of the
respondents are having the income range of 4,00,000 and 11.4% of them
are having the income of more than 4,00,000. Middle class individual
makes their buying decisions based on usefulness. However, when
making a purchase anyone from the upper class will want style, design
and special features. The luxury goods marketing channels are different
from those for ordinary items. Most of the luxury products are marketed
through luxury magazines. The income level determines what kind of
goods someone consumes regularly. A buyer with higher discretionary
income spends more on luxury things or lifestyles. Those with higher
discretionary income spend more on vacations and tours too. As for big
ticket purchases, customer service and after-sales assistance also
become significant factors.
• PRICE RANGE
o Price range of the respondents are as follows 47.5% are under the range
less than 20,000 and 36.4% are in the range 40,000 and 16.1% are more
than 40,000. The price you pay on a product or service will have a very
important effect on how the consumer is behaving. When buyers assume
that the price you charge is cheaper than rivals, this could lead to a
significant spike in sales. But, if the price you set is considerably higher
than expected, the response will be disappointing. In either case a price
change could yield unexpected results when it comes to purchasing
behavior by consumers.
• SPEARMAN’S RHO CORRELATION BETWEEN INCOME AND
PRICE RANGE
o The test reveals that p value has to be P=0.000<0.01 and the spearman’s
rho value is 0.404 and alpha value is 0.01 and 404 correlation at the
significant level of 1% with the income level which means40.4%
correlation with each other shows that the test is significant to the survey
and there is a positive correlation between Income and the Price range
where rho value is 0.404 it shows that income and price range play a
role in choosing products and Buying behavior. When selling new items,
72
it's important to remember that consumers put visual appearance and

color above other factors, such as sound, smell and texture. For more
detail on color perception and how it affects buyouts see our latest
infographic.
o REGRESSION
o Regression analysis showing the extent of influence of independent
variable on the dependent variable (Income and Price range)
o The test shows R squared is 0.129 which indicates 1.29% of the Price
range has been explained and adjusted r squared value is 0.127 which
is closed to r squared value 0.129.The level of predictability is low as
the Price range is affected by many other variables.There is 0.129
variability of response data arround its mean. The test shows that
equation Y=a+bx is interpreted as high level of Price
range=0.991+0.454times of the Income which indicates that the Price
range (constant) and Income(Incident variable).Hence we can interpret
that Price range is influenced by Income level to the extent of
(0.991+0.45times).
RECOMMENDATIONS
1) Branding shall play a leading role in formulating a product-related marketing

strategy.
2) Organizations using the branding tool should concentrate more on organization and
advertising while designing a branding plan
3) Businesses should exploit the likelihood of complicated use to get consumers to
select their brand through proper perception management and branding instrumentality.
4) The positioning and repositioning of brands will begin with branding as the lead
strategies.
5)Color can be a factor in product selection, but the company will follow its own
branding and advertising methods.
6) Demographic profile of a consumer is also an important factor to purchase goods
and services.
CONCLUSION
73
The use of color in Consumer Designs carried out from the survey attracts customers.
Color also contributes to Brand Recognition helping to differentiate the brand.
Distribution also provides a consumer identity and consumer style that can be
combined with color. Packaging as a result of selecting the products. Branding plays
an important role in providing identity for the company and also has a part in
processing and distributing.
CHAPTER 5
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25) Sharma, A., & Jasrotia, V. (2016). Managing Customers Brand Experience for
Creating Brand Resonance in Smartphones. International Journal on Customer
Relations, 4(1), 12-23.
26) Yuwono, M. A. B. (2016). Impact of Coffee Product Packaging and Labeling
on Purchase Intentions with Mediating of Brand Image. Academy of Strategic
Management Journal, 15, 150-154.
27) Cleff, T., Walter, N., & Xie, J. (2018). The Effect of Online Brand Experience
on Brand Loyalty: A Web of Emotions. IUP Journal of Brand Management,
15(1).
28) Gunasti, K., & Ozcan, T. (2016). Consumer reactions to round numbers in brand
names. Marketing letters ,27(2), 309-322.
77
29) Wu, C. S. (2015). A Study on Consumer’s attitude on branding and towards

brand Image and purchase intention. International Journal of Organizational
Innovation, 8(2).
ANEXURE:
QUESTIONNAIRE
PART A
AGE
o 18-25
o 26-35
o 36-45
o 46-55
78
o >55
GENDER
o Male
o Female
INCOME
o <2,00,000
o 4,00,000
o >4,00,000.
PROFESSION
o Businesses men
o Professional
o Student
o Other
PRICE RANGE
o 2,00,000
o 4,00,000
o >4,00,000.
WHICH IS YOUR FAVOURITE COLOR

79
o Red
o Green
o Yellow
o Blue
o Black
o White
o Pink
PART B
KINDLY CHOOSE THE LEVEL OF AGREEMENT
1.Consumer Psychology of color varies between two people within same region.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
2. Color is the primary element to attract buyers and sellers.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
80
3.Various color influences people from different age groups which affects their
buying.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
4.Picking up of color is based on consumer Mood.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree.
5.Gender plays an important role in picking up of colours.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
6.Age plays an important role in picking up of colours.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
7.Society's culture is a sensitive matter in deciding the right color for a product and
plays a role in market sales.
81
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
8. Consumer's choosing a color supports the operations team to design their Branding
and Packaging.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
9. Color influences the purchase power of the Consumer's, irrespective of Gender.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
10. Marketing campaign should be arranged to raise awareness on the branding and
packaging.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
11.Packaging color can also be used to influence consumers' emotions and

perceptions on goods and services.
82
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
12.Color can be used to communicate brand personality.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
13.Color mapping as a means of identifying potential colors for new brands and
ensuring brand differentiation.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
14.Innovative packaging attracts consumer attention that influences the buying

behavior.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
15.Lifestyle and Culture plays an important role in Choosing Brands and Packages.
83
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
16. Association of lifestyle and culture impacts buyers in picking up of colour.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
PART C
KINDLY CHOOSE THE FOLLOWING
1.Do you feel that color plays a role in affecting your mood.
o Yes
o No
2. Brighter colors makes you feel cheerful.
o Yes
o No
3. Darker colors makes you feel gloomy.

84
o Yes
o No
4. Have you faced any mood swings on choosing a color.
o Yes
o No
5. Do you prefer colorful packaging.
o Yes
o No

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Report on Project

IMPACT OF COLOR ,BRANDING AND PACKAGING ON CONSUMER’S

PONNAPU REDDY PRAVALIKA

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI

MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

The matter presented in this report incorporates the results of independent

Signature of the Student

I firstly express my hearted thankfulness to my project guide Dr.Anjali Ganesh,

I also extend my heartfelt thanks to the Visvesvaraya Technological University for

- Ponnapu Reddy Pravalika

1 Chapter 1: Introduction about the topic

2 Chapter 2: Review of Literature

3 Chapter 3: Conceptual Background and research Design

4 Chapter 4: Data analysis and Interpretation

5 Chapter 5: Findings, conclusions and suggestions

6 Bibliography and websites

4.7 Table showing Consumer Psychology of color

4.8 Table showing Color is the primary element to

4.10 Table showing Picking up of color is based on

4.11 Table showing Gender plays an important role

4.12 Table showing Age plays an important role in

Table showing Society's culture is a sensitive

Table showing Color can be used to

Table showing Color mapping as a means of

Innovative packaging attracts consumer

Table showing Lifestyle and Culture plays an

Table showing Association of lifestyle and

Table showing Do you feel that color plays a

Table showing Brighter colors make you feel

Table showing Darker colors make you feel

Table showing Have you faced any mood

Table showing Do you prefer colorful

4.7 Chart showing Consumer Psychology of color

4.8 Chart showing Color is the primary element to

4.9 Chart showing Various color influences people

4.11 Chart showing Gender plays an important role

4.12 Chart showing Age plays an important role in

Chart showing Society's culture is a sensitive

4.15 Chart showing Color influences the purchase

Chart showing Color can be used to

Innovative packaging attracts consumer

Chart showing Lifestyle and Culture plays an

Chart showing Do you feel that color plays a

Chart showing Brighter colors makes you feel

Chart showing Darker colors makes you feel

Chart showing Have you faced any mood

Chart showing Do you prefer colorful

4.28 ANOVA Descriptive 52

4.29 ANOVA test 53

4.30 Cross Tabs 53

This study is conducted by using questionnaire method, taking 316 respondents

satisfaction. The development of business assets, branding of the product and

Branding is critical because it is not only what gives consumers a memorable

The packaging makes self-service, as in the case of purchases made in supermarkets

Identification of Problems-The first step is the identification of problems. The

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW