The Effects of Brand Colour on Consumer Buying Behaviour

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We also intend on using bar charts to display information on how many people selected particular brands within the different categories which we will provide during our focus group assessment.

For our qualitative aspect of our data collection, we intend on using the content analysis method purely because our aim is to take note of common words, phrases, sentences or paragraphs used by our focus group when describing what certain colours mean to them.

List of tables

Table 1.1 Summarized data analysis 24

Table 1.2 Results from Research Findings 26

List of figures

Figure 1.1 Respondent’s gender 29

Figure 1.2 Respondent’s Race 29

Figure 1.3 Respondents preferred colour 29

Figure 1.4 Packaging colour consideration 30

Figure 1.5 Product colour influence 30

Figure 1.6 Family colour preference 30

Figure 1.7 Product colour 31

Figure 1.8 Product packaging colour increase 31

Figure 1.9 Product packaging colour decrease 31

Figure 1.10 Ethnic group impact on product purchase 32

Figure 1.11 Brand oriented consumer 32

Figure 1.12 Change in brand colour 32

Figure 1.13 Current brand colour change 33

Figure 1.14 Speciality goods colour preference 33

Figure 1.15 Convenient goods colour preference 33

Figure 1.16a Beverage colour preference 34

Figure 1.16b Cars colour preference 34

Figure 1.16c Clothing colour preference 34

Figure 1.16d Footwear colour preference 35

Figure 1.17 Why colour makes consumers buy products 35

Focus Group Findings

Figure 2.1 Respondent’s gender 36

Figure 2.2 Respondent’s race 36

Figure 2.3 Respondents preferred colour 36

Figure 2.4 Packaging colour consideration 37

Figure 2.5 Product colour influence 37

Figure 2.6 Family colour preference 37

Figure 2.7 Product colour 38

Figure 2.8 Product packaging colour increase 38

Figure 2.9 Product packaging colour decrease 38

Figure 2.10 Ethnic group impact on product purchase 39

Figure 2.11 Brand oriented consumer 39

Figure 2.12 Change in brand colour 39

Figure 2.13 Current brand colour change 40

Figure 2.14 Speciality goods colour preference 40

Figure 2.15 Convenient goods colour preference 40

Figure 2.16a Beverage colour preference 41

Figure 2.16b Cars colour preference 41

Figure 2.16c Clothing colour preference 41

Figure 2.16d Footwear colour preference 42

Figure 2.17 Why colour makes consumers buy products 42

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1. INTRODUCTION

The market for young ethnic consumers has become a very important consumer segment in South Africa. This segment has been a key demographic factor in terms of both size and expenditures for the past decade. They are realistic, optimistic and exhibit a strong need for individuality in their self-expression. They spend most of their money primarily on clothing, video games, magazines, food, soft drinks and snacks. Some having part time jobs have extra money to spend and they influence household spending on big and small purchases. Marketers have been aiming at and targeting this diverse and growing crucial age group not only in the United States of America but also around the world. Marketers appreciate these young adult consumers because they are trendsetters in fashion, music, entertainment, ideas and attitudes. Many companies want to keep them as customers as they age (Kotler and Keller, 2012).

With that being mentioned, this has prompted us to discover if colour does in fact play a major role in the consumer's purchasing decision. What we aim to obtain is that if colours do play a role, what necessary steps should marketers and business people take in order to be more appealing to their target markets. We intend to obtain this information by testing a sample population of Midrand Graduate Institute students through administering questionnaires and by means of observation.

- Basic overview of the effects of colour on consumer buying behaviour

Meaning of colours in South Africa and around the world

Red symbolizes: action, confidence, courage, vitality

Pink symbolizes: love, beauty

Brown symbolizes: earth, order, convention

Orange symbolizes: vitality with endurance

Gold symbolizes: wealth, prosperity, wisdom

Yellow symbolizes: wisdom, joy, happiness, intellectual energy

Green symbolizes: life, nature, fertility, wellbeing

Blue symbolizes: youth, spirituality, truth, peace

Purple symbolizes: royalty, magic, mystery

Indigo