MBR Research Final - Freud's Implications

A RESEARCH ON FREUD’S IMPLICATIONS AND
THEIR IMPACT ON CONSUMER BEHAVIOR
SUBMITTED TO: MA’AM NAZIA SAEED
GROUP MEMBERS:
SAMRAH KHAN - 22113
USHNA JUNAID - 22039
UQBA IMTIAZ - 22152
MUSKAN JAWAD - 22666
SHAISTA RASOOL – 21978
SECTION: M-6240
Submitted in Fulfillment of the Final Research Report in the course Methods in Business
Research in the Spring Semester of 2020
Freud’s Implications and their impact on Consumer Behavior Spring’20
TABLE OF CONTENTS
CHAPTER 01 - INTRODUCTION 1.1 Introduction and Background of the study
1.2 Problem Statement
1.3. Research Objectives
1.4. Contribution of the Study
1.5. Scope of the Study 1.6. Significance of the Study
1.7 Hypothesis
CHAPTER 02 – REVIEW OF LITERATURE

2.1. Literature Review
2.2. Conceptual Framework
2.3. Theoretical Framework
CHAPTER 03 – RESEARCH METHODOLOGY

3.1. Data
3.2. Variables
3.3. Inclusion Criteria
3.4. Sampling Method & Technique
3.5. Analysis of Data
CHAPTER 04 – RESULTS & DISCUSSION

4.1. Descriptive Analysis
4.2. Reliability Analysis
4.3. One Sample Test
4.4. Regression Analysis
4.5. Hypothesis Assessment Summary
CHAPTER 05 – CONCLUSION, LIMITATION & RECOMMENDATION
5.1. Conclusion
5.2. Limitations
5.3. Recommendations
6. REFERENCES
7. APPENDIX
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ACKNOWLEDGEMENT
A great deal of effort and time has been invested in carrying out this research and it would
not have been possible without the grace of Almighty Allah.
We would like to take this opportunity to extend our gratitude towards our worthy instructor,
Ma’am Nazia Saeed, for her guidance throughout this semester. Her valuable support and
counselling thoroughly helped us in completing this research. We would also like to thank the
participants who took out time from their packed schedules to participate in our research by
filling-in the questionnaire to the best of their knowledge.
Lastly, we would like to thank the Institute of Business Management for providing us with
this opportunity of experiential and research-based learning.
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“Freud’s Implications and their impact on Consumer Behavior”
- A Quantitative Research
ABSTRACT:
The purpose of this research was to study the implications of the cues as highlighted
by Sigmund Freud and to analyze their impact and influence on the behavior of consumers.
The use of such cues that trigger an unconscious response from the consumers is a prevailing
market practice of the current day marketing landscape. In order to fulfill the aim of our
research, we designed a questionnaire focusing on four independent items including logo
descriptiveness, packaging, brand color and subliminal messages and one dependent item, i.e.
consumer behavior. Data was collected online on Google Forms, from a sample 100
participants who had the basic knowledge and understanding of the said marketing terms. The
collected data was then analyzed after carrying out relevant tests through SPSS. We found
that there exists a significant positive influence of these cues on the behavior of consumers.
Keywords:
Logo Descriptiveness, Packaging, Brand Color, Subliminal Messages, Consumer Behavior
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1. INTRODUCTION:
According to Freud’s theory, our brain is divided into 3 parts- ID (Pre-conscious), EGO
(conscious) and SUPEREGO (unconscious). The brain makes 95% subconscious decisions
and only 5% conscious decisions.
ID (Pre-conscious) is based on animal instincts and pleasure concept, which requires instant
fulfilment of needs. It is concerned with the physical region (Eros and Thematic).
EGO (conscious) is based on the reality concept, which requires taking decision rationally.
Ego is the balance between ID and Super Ego, it gives alternatives.
SUPEREGO (unconscious) is based on morality concept. It emphasizes on the societal
norms, values and ethics. Super Ego focuses on “The Right Way” to do anything.
Following are some implications/strategies of this theory:
Subliminal Message is an element of perception; these messages are embedded, requiring an
individual to connect the dots. The information is hidden in a way that it can be figured with
minor hint, the advertisers play with our brain that makes the subconscious decision. These
messages include ID Gratification which works to satisfy basic urges, needs, and desires.
Extrinsic Cues are product-centric attributes-such as price, brand name, and packaging .The
factors that are considered in these messages are mostly the ones that appeal the consumer’s
eyes.
Color consideration in developing a product play a very vital role for its marketing. It is very
important to choose an appropriate color for your brand
The Logos give a basic recognition factor to the brand. Brand Logos can be descriptive as
well as non-descriptive (visual or without text).
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In this study, we would be discussing the impact of Packaging, Colors, Subliminal Messages
and logo descriptiveness on consumer behavior.
1.1 BACKGROUND STUDY:
According to Sigmund Freud, the human brain is divided into three parts: ID, EGO and
SUPEREGO. The outcome of these three components is the human behavior. Our brain
makes 95% conscious decisions and only 5% conscious decisions. The subconscious
decisions are influenced by certain variables (termed as “Freud’s Implications”) derived from
Freud’s theory too. These variables are Colors, Extrinsic Cues, Subliminal Messages and
Logos. There is only one existing research, that too qualitative, conducted within the
premises of Institute of Business Management. Building on that basic research, this is a
continuation of the topic in the mechanism of an applied research. Previous research
concluded that subconsciously the human mind processes information and is influenced by
small factors without even realizing and if there were Just Noticeable Difference and
Absolute Threshold in logos, colors and extrinsic cues, it would have an impact on Consumer
Behavior. The combined impact of all these variables is yet to be analyzed along with the
correlation.
1.2. PROBLEM STATEMENT:
Freud’s implication have an influence on consumer perception, their response to the brand
communication and the purchase behavior. However, there is a lack of quantitative research
signifying the direction of impact due to which the impact of Freud’s implications is not
measured resulting in improper implementation of the strategies and a missed chance of
effective communication for the marketers and advertisers.
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1.3. RESEARCH OBJECTIVES:
We would be studying four implications and strategies of Freud’s theory –Logos, Colors,
Subliminal Messages and Extrinsic Cues. Our objectives are to measure:
1. Impact of Logos on Consumer Behavior
2. Descriptive v/s Non Descriptive Logos’ impact on consumer behavior.
3. Impact of Colors on Consumer Behavior
4. Impact of Extrinsic Cues on Consumer Behavior
5. Correlation of Absolute Threshold and JND with Logos/Colors/Extrinsic Cues on
consumer’s perception
The impact would be measured separately for each individual and then correlation between
the variables and consumer behavior would be measured.
1.4. CONTRIBUTION OF STUDY:
This study contributes a great deal towards a topic that has otherwise remained
untouched by researchers so far. It investigates the impact of logo descriptiveness, brand
color, packaging and subliminal messages on the conscious mind and provides useful insight
for the future researchers to use for their future research on this topic. Moreover, the literature
reviewed in this research further paves way for future researchers to relate their findings with
the previous research insights. It can also be used to further extend the realm of research
possibilities in this topic as not much research is previously done in this topic.
Apart from the contribution of this study to future researchers, this study can be
further used by the marketing managers to make the most out of the above-mentioned
elements in their marketing campaigns and branding. As logo, brand color, packaging and
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subliminal messages significantly influence the customer on an unconscious level and alter
their purchase behaviors; therefore, the findings from this study can be used to bring out
above a positive influence on the behavior of the consumers.
1.5. SCOPE OF THE STUDY:
There is always an untiring demand for studies that contribute in successful branding
and marketing efforts with their implications. This study has a broad scope as it revolves
around important elements of marketing and branding i.e. logo and its descriptiveness,
packaging, brand color and subliminal messages. A perfect mix of these elements coupled
with right marketing strategies can greatly influence the consumer behavior. The context of
this study is applicable to all the brands and products striving to leave positive impact on the
behavior of consumers.
1.6. SIGNIFICANCE OF THE STUDY:
Consumer behavior has always been a topic of interest for marketers across the globe.
Numerous research have been conducted to analyze the factors that both positively and
negatively influence the behavior of consumers. The behavior of consumers towards a brand
or product is a by-product of a several variables that either directly or indirectly affect the
buying patterns. Therefore, marketing managers always strive to analyze the said factors and
the research conducted to explore them in order to plan and execute a successful target
strategy.
Through this study, we tried analyzing the impact of Freud’s implications on the
behavior of consumers. We explored the dimensions that unconsciously trigger consumers to
alter their behavior towards a specific product or brand and ultimately influence them to
reflect a certain buying pattern. Variables such as logo descriptiveness, brand color,
packaging and subliminal messages were evaluated to unveil the impact they have on
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consumer behavior. This also allowed us to assess the role of each individual variable in
framing the view of a consumer towards a brand or product. The hypothesis tested in this
study is of significant importance as it evaluated how the unconscious mind is prominently
responsible for developing consumer behavior and attitude. The subsequent findings are thus
important in framing strong target strategies to trigger consumer responses and attain
profitable outcomes.
1.7. HYPOTHESIS:
H01: There is no influence of logo descriptiveness on consumer behavior.
HA1: There is an influence of logo descriptiveness on consumer behavior.
H02: There is no influence of brand color on consumer behavior.
HA2: There is an influence of brand color on consumer behavior.
H03: There is no influence of packaging on consumer behavior.
HA3: There is an influence of packaging on consumer behavior.
H04: There is no influence of subliminal messages on consumer behavior.
HA4: There is an influence of subliminal messages on consumer behavior.
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2. LITERATURE REVIEW:
2.1. REVIEW OF THE LITERATURE:
2.1.2. Logo Descriptiveness:
Logo descriptiveness refers to the magnitude to which the textual or visual composition of the
logo represents the brand or product that the logo is marketing. Luffarelli, J., Mukesh, M., &
Mahmood, A. (2019) stated that well-designed logos are more likely to offer impressive
benefits to the companies by positively influencing consumer behavior.
Luffarelli et al., (2019) further stated that when it comes to logo description, logos that are
more descriptive are comparatively easier to perceive and recognize than less descriptive
logos as they fluently represent the brand or the product in consideration. Descriptive logos
should have clear associations with the concept of the brand or product to significantly
represent the respective brand/product and to increase the recall level among the consumers.
Luffarelli et al., (2019) also stated that well-designed logos can give more benefits to brands
and can increase brand equity. Beverland (2017) stated that distinct logos could decidedly
influence the monetary exhibition of brands. The beneficial outcomes of logo elucidation are
significantly constricted for brands that are recognizable to purchasers. Morhart et al., (2015)
stated that brands that are judged trustworthy are often perceived as authentic.
Van Grinsven, B., & Das, E. (2014) suggest that by integrating brand/product specification in
logos, brands can successfully achieve their target of communicating their message to the
consumers. Logo designing is a complex process; however, a logo representative of all
significant benefits or associated offerings of a particular brand or product will lead to
potential benefits for the company in the long run.
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Newman (2014) inferred that shoppers esteem credibility in brands exhibit that progressively
unmistakable logos can decidedly influence brand assessments and buy goals. Besides, on the
grounds that good brand assessments and higher buy aims can improve brands money related
execution. Buyers may along these lines, judge marks that have increasingly illustrative logos
to be progressively reliable and trustworthy, as more (versus less) expressive logos are
simpler to process [ CITATION Reb99 \l 1033 ]. Purchasers may pass judgment on brands that
have progressively descriptive logos to be increasingly reliable and tenable, progressively
engaging logos can evoke more grounded impressions of credibility.
2.1.2. Brand Color:
Brands associate specific colors to differentiate from competitor brands and to stand out
among their target audience. Paired with a well-thought brand name, color plays a significant
role in developing consumer perception as well as a strong brand identity (Labrecque &
Milne, 2011). Several researchers have found an evident relationship between color and the
emotions that consumers attach with them. Marketers thus make the use of the color
perceptions to alter the consumer buying behavior by influencing their perception of the
brand. Across cultures, people reflect the tendency to associate certain colors with certain
emotions for e.g. yellow color with cheerfulness. Therefore, this color-emotion perception is
ultimately linked by consumers with brands and their products and is showcased in their
behavior towards respective brand/products (Labrecque & Milne, 2011).
Becker (2011) states that consumers often choose items that they are acquainted with or that
have given rise to their curiosity. As a result, visually appealing brand color plays a critical
role in activating customer-buying intentions
Due to this color perception, consumers tend to associate some specific brands with some
specific colors, leading to increase in recall level. The increase in recall level then impacts
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their buying behavior and brand preferences. This entire process happens unconsciously in
the consumer mind. Companies use various colors to represent different moods as black is
seen for strength, blue for confidence, red for electricity, green for harmony, or organic and
new. Keller (2009) believes that color is a crucial component of labeling. Since customers
require certain types of colors to be used by different goods. To customers, different colors
symbolize various meanings. For instance, orange, yellow, purple have various associations
depending on the user culture and ideology. Color preferences differ over cultures, but most
faiths are known to have their holy colors (Singh, 2006).
Consumers’ tendency to associate black and silver color with luxury/class and green and blue
color with usual grocery item brands shows that color perception has a certain amount of
ruling in framing consumer behavior towards a specific brand/product (Bottomley & Doyle,
2006).
Consumers prefer, however, to buy items whose packaging and brand color catches their
interest (Aslam, 2006). Past experiments have demonstrated that different product colors have
various implications. The black color represents power and intrigue, while the green color
represents comfort. In comparison, the red color displays zeal and solid characteristics, while
the green color indicates simplicity and casualness. The brown color is the emblem of
dominance, and the white color is simplicity, elegance and formality (Aslam, 2006).
Color packaging lets customers imagine and distinguish innovative products [ CITATION Ayd05
\l 1033 ]. As customers visit the store, they are introduced to a range of items in various
package colors. Brand color shades used tend to attract attention to the user. Brand and
product color is significant since it is utilized by corporations to distinguish their products
from other manufacturers. Color thus plays a significant part in the decision-making phase of
a future consumer. Brand color has a direct effect on customer buying decisions [ CITATION
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Gro99 \l 1033 ]. The color of the brand increases the aesthetic appeal of the label and allows
customers to distinguish one brand from the other. Brand and packaging colors are associated
with traditional ideals in many countries. They have an aesthetic value in certain cultures may
not be desirable in others. Therefore, businesses should customize labeling colors in
accordance with cultural principles (Madden et al., 2000).
Previous experiments have shown that buyers prefer to choose certain items whose labeling
colors are more appealing to their cultural values [ CITATION Gro99 \l 1033 ].
2.1.3. Packaging:
Printed content contains all details relating to the nature of the goods, the size, and the
definition that helps to recognize the brand (Hasani & Zeqiri, 2015). The consumer decision-
making mechanism lacks objectivity, continuity and logic. As a result, they often make a
quality assessment based on packaging.[ CITATION Rah14 \l 1033 ]. The size, quantity and color
of the packaging can have a significant impact on the consumer's buying behavior [ CITATION
Rah14 \l 1033 ].
As per Shah et al. (2013), labeling is one of the most recognizable aspects of the company
and an integral component of the marketing mix. Packaging knowledge is an essential aspect,
since it will help company marketing communication campaigns to create brand image and
personality. Bringing creativity to package design often increases the appeal of the product in
the consumer's eye. Novel packaging may cater to customers, but convenience is equally
critical. In reality, creative packaging will contribute positively to the product if it suits the
needs of the customer. However, its practicality is still very critical in generating added
value, such as fast opening, fast handling, recyclable etc. Nowadays, manufacturers are
seeking to produce packaging that retains the core shares of the brand in order to cater to
consumers' desires and tastes.
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As per the book “Essentials of Marketing” by Charles W. Lamb, product packaging is to
perform four particular sets of marketing functions. It retains and protects the product and
sells the product itself. This encourages the user to use the product. Packaging also
encourages recycling and aims to minimize environmental harm. Packaging also does a lot
more than secure the commodity of the company. It also helps to create the picture of the
company in the memory of the customer. Failure to pay importance to product quality will
also reduce the likelihood of being noticeable and appealing, which could result in the
reduction of purchases (Lamb et al., 2011)
When customers buy high-end items, they assign greater value to the printed material on the
package labels. In the case of cheaper products, customer-purchasing purpose relies on the
quality of the packaging (Sehrawet & Kundu, 2007). Consumers facing time constraints, their
choices are affected by the conspicuous presentation of the package, which provides clear and
precise details (Silayoi & Speece, 2004). The substance utilized in the packaging of the
product is an essential factor that saves it from any harm or failure. Decent quality material is
more likely to draw buyers than low quality material. As a result, packaging material has a
profound effect on purchasing behavior. As per Smith and Taylor, customers relate the
packaging content to the basic principles of the commodity. In addition, the perception of the
consumer with respect to certain materials could alter the perceived product quality
[ CITATION Smi04 \l 1033 ].
Packaging is used to distinguish the commodity. They have a crucial function to perform in
drawing consumers. Children are expected to be more responsive in case of a wrapper style.
In addition, the organization needs to produce wrappers that draw children as well. Nice and
excellently planned projects are eye-catching, can distinguish their products on the rack, and
can draw buyers much quickly. Hence, beautiful patterns, logos, colors, text lines, various
signs and icons, as well as a mixture of different materials, will enable customers to
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appreciate and explore our product and therefore motivate them to try to ultimately purchase
the product.[ CITATION Ulr09 \l 1033 ]
Packaging plays a very crucial role in affecting the consumer’s intention to prefer or purchase
a specific brand or product, as it might be the first proper interaction between a consumer and
the brand. Packaging should be done in a way that it is representative of the brand/products’
essential features as well as its core offerings. The visual appearance of the product through
its packaging plays an extremely important role in consumers’ acceptance of it (Schlimme &
Rooney, 1994). A product might be exceptional; however, in case of lacking any lacking in its
packaging, the consumers are highly likely to not purchase the said product perceiving it to
be inferior in quality.
Consumers require that the packaging of the product they are considering to purchase should
not only provide a protective layer to it but should also make it appear to be visually
appealing. Consumers often consciously resort to reading the information revealed on
packaging to seek information about the benefit offerings and/or ingredients of the product
(Schlimme & Rooney, 1994). In light of the importance of packaging as stated above, the
marketers strive to use attractive packaging attributes to appeal the customers.
2.1.4. Subliminal Messages:
Subliminal messages refers to the information, which is recognized by the subconscious
human mind. Marketers have extensively used this concept of psychology to influence
consumer behavior towards a specific brand/product. The use of this technique has greatly
helped marketers in strengthening consumers’ relationship with the brand/product. The effect
of subliminal messages is evident on all age groups regardless of their personality traits.
The subliminal message tool is usually used by marketers in movies, music, shelf placement
and the like, to trigger the unconscious mind of the consumers. Moreover, these subliminal
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messages help consumers in relating a specific trigger such as color, advertisement tone, a
specific gesture, etc. to a specific brand and it ultimately helps in increasing the recall level of
the brand. Secondly, subliminal messages further help consumers is building a strong
connection of a product with those specific stimuli so that whenever they see them they are
reminded of the product/brand (Sabir & Mehmood, 2016).
Marketers influence the behavior of the consumers by appealing the subconscious mind by
making the use of certain sounds, images, words etc. This is one of the most innovative
techniques, which has risen in marketing over the period [ CITATION Kir13 \l 1033 ].
The choice of the consumers, to purchase a specific product is more often ruled by an
unconditional trigger that they usually do not realize shaping their product perception. These
triggers play with the consumer perception of a product/brand and effortlessly associate a
specific action with the mind of the consumer so that the consumer feels motivated to
purchase it (Friedman et al., 2005).
Exposure to subliminal messages, allows the consumers to decode the information about a
certain brand or product subconsciously and develop their respective opinion about it.
Research suggests that subliminal perceptions often manipulate the consumer behavior
[ CITATION Tra96 \l 1033 ] . The significant issue of subliminal message is whether consumer
introduction to subconscious upgrades can viably control the conduct of shoppers and give
sponsors an instrument to sidestep purchaser’s guards without their monitoring what is going
on.
2.1.5. Consumer Behavior:
In light of the above-mentioned details of the variables and their respective
associations, we can conclude that the consumer behavior is a by-product of many
considerations. It is affected by brand/product logo, brand color, packaging of the product
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and the subliminal messages used in advertising. Consumers often make decisions without
being aware of the triggers that advertisers use for influencing consumer behavior. These
triggers are actually the cues that generate a drive among consumer that he/she needs a
specific product to satisfy a primal need.
Brand logo and color play a significant role in shaping the consumer behavior and are likely
to consciously persuade the consumer purchase the product/brand in question. It is evident
through the fact that consumers get used to such cues to the point that they start associating
similar brand logo and colors to a specific brand of their own choice (Ohme & Boshoff, 2019)
With increasing knowledge of the ingredients used to produce a product, consumers also
resort to observe its packaging, package labelling, ingredients used, and packaging material
etc. before deciding to purchase a product (Kumar, & Thakran, 2012).
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2.2. CONCEPTUAL FRAMEWORK:
INDEPENDENT VARIABLES
LOGO
DESCRIPTIVENESS
DEPENDENT
BRAND
COLOR VARIABLE
CONSUMER
BEHAVIOR
PACKAGING
SUBLIMINAL
MESSAGES
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2.3. THEORETICAL FRAMEWORK:
Consumer behavior is a by-product of multiple factors. Keeping in view those factors,
marketers strives to alter the consumer perception of their brands/products to boost their
revenue proceeds.
INDEPDENT VARIABLES
 It can represent a product, demonstrate

an area of expertise, and/or define the
cause or mission of the organization
 Draws a direct correlation between their
Logo Descriptiveness
visual message and their owner's
products or services.
 Different brand colors can have

different effect on people.
 Brand colors have ability to establish
trust and familiarity by eliciting the
Brand Color right emotions.
 The right choice of color does not only
strengthen the brand association, but it
can also affect your total sales.
 It refers to the process of designing,

evaluating, and producing packages.
 It offers insight on how to successfully
create strategic branding through
package design.
 It helps build a concise brand
Packaging personality, attract new customers and
keep loyal customers.
 A subliminal message is a technique

used in marketing and other media to
influence people without their being
Subliminal Messages aware of what the message is doing.
 It involves the use of split second
flashes of text, hidden images, or subtle
cues that affect the audience at a level
below conscious awareness.
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DEPENDENT VARIABLE
 How individual customers, groups or
organizations select, buy, use, and
dispose ideas, goods, and services to
satisfy their needs and wants.
 Consumer behavior is the actions and
decision processes of people who
purchase goods and services for
Consumer Behavior personal consumption
 It refers to the actions of the consumers
in the marketplace and the underlying
motives for those actions.
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3. RESEARCH METHODOLOGY:
3.1. DATA:
The research is based on Freud’s implications and their impacts on consumer behavior. We
conducted a quantitative research in order to measure a correlation between the variables and
their impact on consumer behavior. The Primary data was collected through a questionnaire
posted online. The questionnaire comprised of five items, which included our areas of interest
for this research i.e. both dependent and independent variables. The items in our
questionnaire were constructed based on our own understanding of the marketing
mechanisms. As for the secondary data collection, we thoroughly reviewed the previous
literature through books, research articles and journals acquired from credible sources and
research paper databases such as Emerald, Google Scholar, JStor, Science Direct, etc.
3.2. VARIABLES:
The independent variables in this research were logo descriptiveness, brand color, packaging
and subliminal messages whereas the dependent variable was consumer behavior. Through
this research, we tried to investigate the influence of above-mentioned Freudian Implications
on consumer behavior.
3.3. INCLUSION CRITERIA:
The targeted audience, for conducting the survey, was individuals who are currently studying
at different universities across Karachi, and have at least the basic knowledge of marketing
and its mechanisms such as that of logo descriptiveness, packaging, brand color and
subliminal messages and how the said mechanisms help in influencing the consumer behavior
and perception. The demographic criteria of age included individuals aged 18 or above.
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3.4. SAMPLING METHOD & TECHNIQUE:
Non-probability technique of sampling was used and we chose a sample of 100 students from
multiple universities of Karachi. Their responses were recorded digitally through a
questionnaire posted online on Google Forms. The questionnaire comprised of questions on
five different variables i.e. four independent variables namely Logo Descriptiveness,
Packaging, Brand Color, Subliminal Messages followed by one dependent variable i.e.
Consumer Behavior. Our questionnaire was constructed using Likert scale comprising of five
set of responses for each item i.e. Strong Disagree, Agree, Neutral, Agree and Strongly
Agree. The data was then analyzed by using SPSS testing tools.
3.5. ANALYSIS OF DATA:
Data analysis was done based on responses received from the participants through the
questionnaires posted online. The questionnaire was floated among the individuals who were
educated enough to understand the basic mechanism of marketing and were frequent buyers.
Our objective was to measure the behavioral intention and survey was designed accordingly.
Reliability, One Sample T-Test and Regression Tests were run and the subsequent data was
analyzed to achieve the result findings.
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4. RESULTS AND DISCUSSION:
4.1. DESCRIPTIVE ANALYSIS:
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Female 63 63.0 63.0 63.0
Male 37 37.0 37.0 100.0
Total 100 100.0 100.0
Analysis reveals that out of 63 out of 100 participants in this research were females whereas
the rest i.e. 37 participants were male.
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-21 58 58.0 58.0 58.0
22-25 36 36.0 36.0 94.0
26-29 4 4.0 4.0 98.0
30 or above 2 2.0 2.0 100.0
Total 100 100.0 100.0
Moreover, it is also evident that around 58% of the respondents lie between the age brackets
of 18-21 years. 36% fall between 22-25 years. 4% between 26-29 and only 2% fall under the
age bracket of 30. The respondents in this research were not limited by age or gender, but
only by the extent of their awareness regarding the above-discussed marketing concepts in
order to maintain the reliability of the research.
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4.2. RELIABILITY ANALYSIS:
Reliability Statistics
Cronbach's Alpha N of Items
.912 24
Case Processing Summary
N %
Cases Valid 100 100.0
Excludeda 0 .0
Total 100 100.0
a. List-wise deletion based on all variables in the procedure.
The reliability test is indicated by the reliability coefficient. It is denoted by the letter “r” and
is expressed as a number ranging between 0 and 1.00, with r = 0 indicating no reliability and
r=1.00 indicating perfect reliability.
The benchmark for this test is 0.60 or 60%. If the value is above this benchmark than the test
is reliable but if the value is below 0.60 or 60% then the test is not authentic. In this research,
the Cronbach alpha’s value is 0.912 or 91.2%, which implies that it not only fulfills the
satisfactory criteria for reliability test but also falls under an impressive figure. Most
importantly, it signifies that all the items in the questionnaire are reliable and there is no need
to remove any of the items. 91.2% is very good reliability, thus we can rely upon the findings
of this research. All constructs in thus test are reliable and do not require any changes in
questionnaire.
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One-Sample Test
Test Value = 4
95% Confidence
Interval of the
Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
Logo_descriptiveness -4.852 99 .000 -.37600 -.5298 -.2222
Packaging -5.053 99 .000 -.38400 -.5348 -.2332
Brand_color -10.435 99 .000 -.86800 -1.0330 -.7030
Subliminal_messages -5.929 99 .000 -.41800 -.5579 -.2781
Consumer_behavior -3.445 99 .001 -.28500 -.4491 -.1209
4.3. ONE SAMPLE T-TEST:
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Logo_descriptiveness 100 3.6240 .77500 .07750
Packaging 100 3.6160 .75995 .07599
Brand_color 100 3.1320 .83180 .08318

Subliminal_messages 100 3.5820 .70502 .07050
Consumer_behavior 100 3.7150 .82727 .08273
The one sample t-test is indicated by the test value, which is the deciding factor i.e. mean
value and it implies that the research is trying to achieve the specific test value that we have
decided. The test value of this test is 4. Therefore, if the mean value of the variable is greater
than or equal to 4 then, we will reject the alternative hypothesis and will accept the null
hypothesis. However, if the mean value is less than 4 then we will accept the alternative
hypothesis and will accept the null hypothesis.
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 There is an influence of logo descriptiveness on consumer behavior.
The deciding factor of this test is mean which is 3.6240 in this case; since it is less than 4
therefore we will accept the alternative hypothesis. We can therefore conclude that there is an
influence of the logo descriptiveness on consumer behavior.
 There is an influence of packaging on consumer behavior.
The mean value of packaging is 3.6160, which is less than 4. As the deciding factor of this
test is mean, therefore we will accept the alternative hypothesis. It is evident from the
analysis that there is an influence of packaging on consumer behavior.
 There is an influence of brand color on consumer behavior.

The deciding factor of one sample t- test is mean that is 3.1320 in this case. As 3.1320 < 4;
therefore, we will accept the alternative hypothesis that there is an influence of brand color on
consumer behavior.
 There is an influence of subliminal messages on consumer behavior.
The deciding factor of this test is mean, which is 3.5820 for the variable subliminal messages
in our research. Since mean value 3.5820 < 4 therefore, we will accept the alternative
hypothesis and conclude that there is an influence of subliminal messages on consumer
behavior.
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4.4. REGRESSION ANALYSIS
 There is an influence of logo descriptiveness on consumer behavior.
Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
a
1 .604 .365 .358 .66271
a. Predictors: (Constant), Logo_descriptiveness
The percentage of variance brought in by the output is determined by the model summary
table. This table shows the R, R2 and adjusted R2 values. R indicates the relationship or
correlation between the variables, here the R value is 0.604 which shows a strong positive
correlation. R2 is the determination coefficient which shows the percentage of variance that
the model brings in, i.e. the items added to the model, combined together, how much they
influence our model. The value of R2 is 0.365 which indicates that our model brings in 36.5
per cent of the variance in our independent variable.
ANOVAa
Model Sum of Squares df Mean Square F Sig.

1 Regression 24.713 1 24.713 56.271 .000b
Residual 43.039 98 .439
Total 67.753 99
a. Dependent Variable: Consumer_behavior
b. Predictors: (Constant), Logo_descriptiveness
Co-efficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.379 .318 4.330 .000
Logo_descriptivenes
.645 .086 .604 7.501 .000
s
a. Dependent Variable: Consumer_Behavior
Since ignificance value is less than 0.05. We can conclude that logo descriptiveness has a
statistically significant impact on consumer behavior.
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 There is an influence of packaging on consumer behavior.
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate

1 .701a .492 .487 .59263
a. Predictors: (Constant), Packaging
R value is 0.701 which shows a strong positive correlation. R2 is 0.492 which indicates that
our model brings in 49.2% of the variance in our independent variable.
ANOVAa

1 Regression 33.334 1 33.334 94.912 .000b
Residual 34.419 98 .351
Total 67.753 99
b. Predictors: (Constant), Packaging
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
1 (Constant) .954 .290 3.295 .001
Packaging .764 .078 .701 9.742 .000
Since significance value is less than 0.05, we can conclude that packaging has a
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 There is an influence of brand color on consumer behavior.
Model Summary
Std. Error of the
a
1 .592 .351 .344 .66983
a. Predictors: (Constant), Brand_color
ANOVAa

1 Regression 23.783 1 23.783 53.009 .000b
Residual 43.969 98 .449
Total 67.753 99
b. Predictors: (Constant), Brand_color
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) 1.869 .262 7.130 .000
Brand_color .589 .081 .592 7.281 .000
Since significance value is less than 0.05, we can conclude that Brand Color has a
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 There is an influence of subliminal messages on consumer behavior.
Model Summary
Std. Error of the
a
1 .626 .392 .385 .64850
a. Predictors: (Constant), Subliminal_messages
ANOVAa

1 Regression 26.538 1 26.538 63.103 .000b
Residual 41.214 98 .421
Total 67.753 99
b. Predictors: (Constant), Subliminal_messages
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
1 (Constant) 1.084 .337 3.214 .002
Subliminal_messages .734 .092 .626 7.944 .000
Since significance value is less than 0.05, we can conclude that subliminal messages have
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4.4. HYPOTHESIS ASSESSMENT SUMMARY:
HYPOTHESIS SIGNIFICANCE DECISION
LEVEL
H01 There is no influence of logo Rejected
descriptiveness on consumer behavior.
Less than 0.05

HA1 There is an influence of logo Not Rejected
descriptiveness on consumer behavior.
H02 There is no influence of brand color on Rejected
consumer behavior.
HA2 There is an influence of brand color on Less than 0.05 Not Rejected
consumer behavior.
H03 There is no influence of packaging on Rejected
consumer behavior.
HA3 There is an influence of packaging on Less than 0.05 Not Rejected
consumer behavior.
H04 There is no influence of subliminal Rejected
messages on consumer behavior.
HA4 There is an influence of subliminal Less than 0.05 Not Rejected

messages on consumer behavior.
5. CONCLUSION, LIMITATIONS & RECOMMENDATIONS:
5.1. CONCLUSION:
It can be concluded that Freud’s Implications (Logo Descriptiveness, Packaging, Brand
Colors and Subliminal Messages) have an impact on Consumer Behavior. A strong positive
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correlation validated that the human mind subconsciously processes information and is
influenced by these variables. The results also implied that good packaging and appropriate
brand colors are appealing to the consumers.
5.2. LIMITATIONS:
The biggest limitation was the lack of relevant secondary data on this exact topic. There was
little to no research on “Freud’s implications and their impact on consumer behavior” and,
therefore, a research paper consisting only few of the variables was used as a base paper.
Further, the sample for our research consisted of a large majority who were business students
and already aware of marketing, consumer behavior and other terms and concepts used.
Awareness of the topic while filling the survey might have resulted in bias. Furthermore, as
the research was quantitative with structured (close-ended) questions, respondents had
limited options of responses leading to limited outcomes.
5.3. RECOMMENDATIONS:
Freud’s implications have an impact on consumer behavior, therefore, marketers and
researchers should do further work on this subject as no prior research on this exact topic is
available as a whole, all components have separate research, but the combined effect is still to
be studied. This research should be used as a framework for future studies and the effects
should be evaluated with precision. Several methods should be used for gathering data and
useful insights on the subject. Researchers are recommended to involve detailed information
related to the complex issues and parameters.
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6. REFERENCES:
Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on
perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.
https://doi.org/10.1177/1470593106061263
Labrecque, L. I., & Milne, G. R. (2011). Exciting red and competent blue: the importance of
color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
https://doi.org/10.1007/s11747-010-0245-y
Luffarelli, J., Mukesh, M., & Mahmood, A. (2019). Let the Logo Do the Talking: The
Influence of Logo Descriptiveness on Brand Equity. Journal of Marketing Research,
56(5), 862-878. https://doi.org/10.1177/0022243719845000
Ogba, I., & Johnson, R. (2010). How packaging affects the product preferences of children
and the buyer behaviour of their parents in the food industry. Young Consumers,
11(1), 77-89. https://doi.org/10.1108/17473611011026037
Schlimme, D. V., & Rooney, M. L. (1994). Packaging of Minimally Processed Fruits and
Vegetables. Minimally Processed Refrigerated Fruits & Vegetables, 135-182.
https://doi.org/10.1007/978-1-4615-2393-2_4
Trappey, C. (1996). A meta-analysis of consumer choice and subliminal advertising.
Psychology and Marketing, 13(5), 517-530. https://doi.org/10.1002/(sici)1520-
6793(199608)13:53.0.co;2-c
Van Grinsven, B., & Das, E. (2014). Logo design in marketing communications: Brand logo
complexity moderates exposure effects on brand recognition and brand attitude.
Journal of Marketing Communications, 22(3), 256-270.
https://doi.org/10.1080/13527266.2013.866593
32 | P a g e
Friedman, R. S., McCarthy, D. M., Förster, J., & Denzler, M. (2005). Automatic effects of
alcohol cues on sexual attraction. Addiction, 100(5), 672-
681. https://doi.org/10.1111/j.1360-0443.2005.01056.x
Hasani, V. V., & Zeqiri, J. (2015). Using factor analysis tool to analyze the important
packaging elements that impact consumer buying behavior. International Journal of
Academic Research in Business and Social
Sciences, 5(6). https://doi.org/10.6007/ijarbss/v5-i6/1677
Kumar, S., & Thakran, V. (2012). Consumer buying behavior in rural areas of
Haryana. Paripex - Indian Journal Of Research, 3(3), 72-
74. https://doi.org/10.15373/22501991/mar2014/82
Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of marketing. Cengage
Learning.
Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing images in different cultures: A
cross-national study of color meanings and preferences. Journal of International
Marketing, 8(4), 90-107. https://doi.org/10.1509/jimk.8.4.90.19795
Ohme, R., & Boshoff, C. (2019). The role of implicit learning in logo substitution. Journal
of Consumer Marketing, 36(5), 610-619. https://doi.org/10.1108/jcm-11-2017-2430
Sabir, R. I., & Mehmood, H. (2016). The impact of subliminal messages through music on
consumers’ behavior towards hyper stores in Punjab, Pakistan. Asian Business
Research, 1(1), 1. https://doi.org/10.20849/abr.v1i1.10
Sehrawet, M., & Kundu, S. C. (2007). Buying behaviour of rural and urban consumers in
India: The impact of packaging. International Journal of Consumer Studies, 31(6),
630-638. https://doi.org/10.1111/j.1470-6431.2007.00629.x
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions. British Food
Journal, 106(8), 607-628. https://doi.org/10.1108/00070700410553602
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APPENDIX:
EXCEL RESPONSE SHEET:
EXCEL RESPONSE SHEET – CODED:
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SPSSVARIABLE VIEW:
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RESEARCH QUESTIONNAIRE:
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MBR Research Final - Freud's Implications

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A RESEARCH ON FREUD’S IMPLICATIONS AND

THEIR IMPACT ON CONSUMER BEHAVIOR

SUBMITTED TO: MA’AM NAZIA SAEED

CHAPTER 02 – REVIEW OF LITERATURE

CHAPTER 03 – RESEARCH METHODOLOGY

CHAPTER 04 – RESULTS & DISCUSSION

not have been possible without the grace of Almighty Allah.

filling-in the questionnaire to the best of their knowledge.

this opportunity of experiential and research-based learning.

“Freud’s Implications and their impact on Consumer Behavior”

research, we designed a questionnaire focusing on four independent items including logo

Logo Descriptiveness, Packaging, Brand Color, Subliminal Messages, Consumer Behavior

and only 5% conscious decisions.

Ego is the balance between ID and Super Ego, it gives alternatives.

SUPEREGO (unconscious) is based on morality concept. It emphasizes on the societal

Following are some implications/strategies of this theory:

Subliminal Message is an element of perception; these messages are embedded, requiring an

important to choose an appropriate color for your brand

well as non-descriptive (visual or without text).

and logo descriptiveness on consumer behavior.

1.1 BACKGROUND STUDY:

premises of Institute of Business Management. Building on that basic research, this is a

continuation of the topic in the mechanism of an applied research. Previous research

1.2. PROBLEM STATEMENT:

measured resulting in improper implementation of the strategies and a missed chance of

effective communication for the marketers and advertisers.

1.3. RESEARCH OBJECTIVES:

Subliminal Messages and Extrinsic Cues. Our objectives are to measure:

1. Impact of Logos on Consumer Behavior

2. Descriptive v/s Non Descriptive Logos’ impact on consumer behavior.

3. Impact of Colors on Consumer Behavior

4. Impact of Extrinsic Cues on Consumer Behavior

5. Correlation of Absolute Threshold and JND with Logos/Colors/Extrinsic Cues on

the variables and consumer behavior would be measured.

1.4. CONTRIBUTION OF STUDY:

untouched by researchers so far. It investigates the impact of logo descriptiveness, brand

above a positive influence on the behavior of the consumers.

1.5. SCOPE OF THE STUDY:

1.6. SIGNIFICANCE OF THE STUDY:

behavior of consumers. We explored the dimensions that unconsciously trigger consumers to

study is of significant importance as it evaluated how the unconscious mind is prominently

H01: There is no influence of logo descriptiveness on consumer behavior.

HA1: There is an influence of logo descriptiveness on consumer behavior.

H02: There is no influence of brand color on consumer behavior.

HA2: There is an influence of brand color on consumer behavior.

H03: There is no influence of packaging on consumer behavior.

HA3: There is an influence of packaging on consumer behavior.

H04: There is no influence of subliminal messages on consumer behavior.

HA4: There is an influence of subliminal messages on consumer behavior.

2.1. REVIEW OF THE LITERATURE:

2.1.2. Logo Descriptiveness:

benefits to the companies by positively influencing consumer behavior.

consumers. Logo designing is a complex process; however, a logo representative of all

significant benefits or associated offerings of a particular brand or product will lead to

potential benefits for the company in the long run.

have progressively descriptive logos to be increasingly reliable and tenable, progressively

engaging logos can evoke more grounded impressions of credibility.

2.1.2. Brand Color:

behavior towards respective brand/products (Labrecque & Milne, 2011).

role in activating customer-buying intentions

faiths are known to have their holy colors (Singh, 2006).

product color is significant since it is utilized by corporations to distinguish their products