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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1205
Title: The power of colors in marketing: - a quantitative study on the influence of colors on Vietnamese consumers' purchase behavior in the food industry
Authors: Tran Huyen Linh 
Keywords: Consumers' purchase behavior;Food industry;Marketing
Issue Date: 2020
Publisher: Vietnamese-German University
Abstract: 
Color is undeniable an integral part of not only humans but also every kind of existing life form in this Earths life. Without color, our surroundings are woven in such monotonous and lifeless forms. In terms of marketing, color draws consumers attention to the firms product or service through a harmonious combination of colors used in the advertisement, promotional materials or simply on the product package. Color, as a powerful communication tool, can convey the desired message from the marketers or their organizations to their customers. This thesis focuses on exploring the extent of the psychological effectiveness color of food packaging has on increasing the purchasing tendency of the consumer in Vietnam. The food industry in Vietnam has started to see the rapid transformation of consumption trend in the past 15 years with the growth in consumption of processed food and preference for take-away meals (Ehlert, 2016). With the surge of new food product introducing at the daily pace to the customers in the market in Vietnam, market practitioners are adopting new strategies to differentiate their products from varies of competitors products on the retail store shelves and subsequently, creating a favorable preference of customers towards the product and inducing customers into purchasing. Despite the prominent communicative role of product packaging in marketing strategy, hardly any empirical research is conducted. This thesis's findings hope to act as a foundation for further extension of research on the usage of color as a tactical marketing tool in the Vietnamese food market. The result concluded from a survey with 250 undergraduates from Vietnamese-German University suggests that color can positively alter the customers perception of product quality, value and brand preference in the low-involvement product category
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/1205
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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