Factors Affecting Customer Choice of Products in Terms of Colors in Chengdu, China

Rui Gong

Abstract


The purpose of this research is to develop a better understanding of Chengdu customers’ choice of products in terms of color through an analysis of a series of variables and their relationships with one another. These variables include: Chinese attitude toward color; color of packaging; color of the main product; color of ambience; and color of logo. This study examines the impact of color on customer choice in the context of the retail industry in China. Data are gathered from 600 distributed questionnaires among respondents, who purchase products at one of the five supermarkets selected for the survey in Chengdu. The results show that four factors, attitude toward color; color of packaging; color of the main product; and color of ambience can affect Chengdu customer’s choice of products. The result regarding the color of the logo indicates that there is no relationship between color of logo and customer choice. Thus, the four effective variables in designing a product lead to customer satisfaction and will eventually increase the bottom line of companies.

Keywords


Customer Choice; Color; Packaging; Ambience; Logo; Attitude toward Color

Full Text:

PDF

Refbacks

  • There are currently no refbacks.