The influence of packaging colour on expected and perceived product attributes of low-involvement products. Colour as a silent salesman (eBook)

Bachelor Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Vienna University of Economics and Business (Marketing and Consumer Research), language: English, abstract: Colour is everywhere. But how much influence does it have on consumers when evaluating product attributes of everyday low-involvement products? To add to the already large number of insights achieved through research a randomized mixed factorial experiment was conducted looking at the products milk and shower gel (within-subject factor) in two different packaging colours each which were manipulated between subjects (milk: dark blue vs. light blue; shower gel: orange vs. green).

Marketing is like a never-ending competition of trying to somehow stand out from an enormous number of products. Hardly ever is this more obvious than when looking at a supermarket or drugstore shelf where products are placed one after another. And the big question here is why customers decide to buy exactly one brand when there are nearly uncountable others that do not show a clear point of differentiation that would make that choice comprehensible? Therefore, understanding one’s customers can be a big competitive advantage, but this is easier said than done.