Advanced Business Research Methods Topic of study Analyzing

Advanced Business Research Methods

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

Introduction to Research topic: • Colored Packaging • Buying behavior • Quality Perception

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

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

Introduction to Research Topic: Sr. No. Author’s Name Year Title 3 Rundh 2005 The Package builds the quality multifaceted perception dimension of packaging 4 Rizwan 2014 Raheem, Vishnu Role of packaging in consumer buying behavior Findings Components of packaging • Color • packaging material • Innovations • Brand name • Fonts • Information about product

Introduction to Research Topic: Sr. No. Author’s Name Year Title Findings 5 2009 Impact of Package Elements on Consumer’s Purchase Decisions Two main parts of packaging: Visible parts: • color of package, • size of package, • material used in packaging Wordy Parts: • Product • Name of producer • Brand name • Manufacturing country Kuvyikaite Most important are these two: • Made in China • Size of packaging

Introduction to Research Topic: Sr. No. Author’s Name Year Title Findings 6 Okan Ackay 2012, Rizwan Raheem The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. Importance of packaging emphasized 7 Underwood Packaging communication: attentional effects of product imagery. Packaging is important for Unknown products 2001

Introduction to Research Topic: Sr. No. Author’s Name Year Title Findings 8 Nilson and Ostrom 2005 Packaging as Eye catching colors attracts more a Brand Communicat ion Vehicle. 9 Peter 1994 Good Packaging Gets Through to the Fickle Buyer Direct way of communication

Introduction to Research Topic: Sr. No. Author’s Name Year Title Findings 10 Garber 2000 The Role of Communication and Market share Package Color in Consumer Purchase Consideratio n and Choice. 11 Danger 1987 Selecting Color for Packaging Visual aid for building perception of package

Introduction to Research Topic: Sr. No. Author’s Name Year Title Findings 12 Schmitt &Simonson 1997 Marketing Aesthetics Identity of product Influence quality of product Influence buying behavior 13 Okan Ackay 2012 The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. Buying depends upon actual product Value expensive products

Introduction to Research Topic: Sr. No. Author’s Name Year Title Findings 14 Okan Ackay 2014 Cross Colors for females cultural Color according to age analysis of gender difference in product color choice in global markets 15 Boyatzis and Verghese 1994 Children's Gender wise discrimination Emotional Supports Age wise variation Associations with Colors

Introduction to Research Topic: Sr. No. Author’s Name Year Title 16 1996 A note on Cool colors for female adults’ color -emotion association Hemphill Findings

Conceptual Framework: Consumer Buying Behavior Quality Perception Colored Packaging

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

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

Color Packaging Sr. No. AUTHOR Year Title FINDINGS 1 PETERS, M. 1994 Good Packaging Gets Packages are used for Through to the Fickle Buyer. communication in markets Marketing 10 2 MITUL & 2012 Role of packaging on consumer buying behavior. BHAVESH Patan district 3 Ricardo Pires A package that makes the customer feel good is effective and takes attention of consumer. 2008 Consumer behavior: Product Attractive package can characteristics and quality influence the customer if perception customer is not already familiar with product and its benefits.

Color Packaging Sr. No. AUTHOR Year Title FINDINGS 4 Kojina 1996 The role of color and pattern as Mediator of product selection. The advertisement will stimulate customer perception and color will attract the customer. But color of product is far more affective. 5 Schoormans & Robben 1997 The effect of new package design on product attention, categorization and evaluation. Products when kept in a row, they seem equal, but the product with different appearance will get the attention of the customer

Product Package Elaboration Sr. No. AUTHOR 1 2 Year Title FINDINGS Rita 2009 Kuvikaite et al, Impact of Package Elements on Consumer Purchase Decision That elements of packaging can be divided as visual and verbal, both of these can affect the consumer behavior. Time preference and the type of goods are also important here. Goods may be having a household use or it may be a valued item, customer considers packaging for household goods more important so marketers give preference to effective packaging of household items. Silayoi and Speece The importance of packaging attributes: a conjoint analysis approach Customer’s mind set must be considered for influencing his purchasing decisions affected by package 2007)

Colors and Genders Sr. No. AUTHOR Year Title FINDINGS 1 Okan, Paul and M. Halim 2012 The importance of For females, colors are color in product choice considered as more important amoung young as compared to men. hispanics, caucasion and african-american groups in the USA. 2 Khouw 2002 The Meaning of Color For Gender, Colors Matters Men were more tolerant of gray, white or black than women, and women reacted to the combinations of red and blue more frequently. 3 Okan Akcay, Qian Sun Cross cultural analysis of gender difference in product color choice in global markets Many countries like China, Canada, USA, India, Turkey were studied for this purpose and the result was same.

Choice of Color and Age Sr. No. AUTHOR Year Title 1 Okan, Paul and 201 M. Halim 2 The importance of color in product choice amoung young hispanics, caucasion and african-american groups in the USA. FINDINGS Colors are considered as especially important for youngsters and as the age grows, the importance of color is decreased and mostly men above 60 years stick to black, blue and grey.

Choice of Color and Age Sr. No. AUTHOR Year 2 2014 Syed Fathollah, Roya Honari et. al Title FINDINGS That consumer’s behavior while shopping and selecting various products highly depends on age of the customer and choice of colors for shopping also varies as the age grows. That’s why choice of color is different for children and adults.

COLOR PERCEPTION AND BUYING BEHAVIOR:

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

LITERATURE REVIEW Sr. No Author Year Title Research Findings 3 Okan. Akcay, D. B. A. 2013 Color choice and meaning of color: A Case of Germany. Value expressive products like IPods, Laptops, Play. Stations, Camera are preferred in black mostly LITERATURE REVIEW 4 Ampuero & Vila, 2006 Consumer perceptions of product packaging Consumer’s buying Behavior depends mainly on the color packaging of the products

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

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

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

Product packaging and Quality Perception:

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

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

LITERATURE REVIEW Sr. No. Author 5 Gordon et al. Year 1994 Title Research Findings Brand choice The Psychological somehow depends Effects of Color in on color of the Consumer Product package and colors indicate the quality Packaging that brands carry. 6 Ricardo Pires 2008 Consumer behavior: Product characteristics and quality perception The perception of quality of product will enhance if the shape and color of the package is effective.

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