Location
Spectrum Theatre
Start Date
30-3-2019 10:30 AM
End Date
30-3-2019 11:45 AM
Session Chair
Dr. Anthony Negbenebor
Mentor
Dr. Anthony Negbenebor
Description
Color plays a significant role in consumer behavior. So significant; that consumers do not realize the impact color plays on decision making when purchasing products. Empirical research shows color impacts perceived quality, taste, and overall performance of a brand or product. The main purpose of this study is to pursue an understanding of consumer perception of luxury and quality as it relates to color in consumer packaging.
Included in
Session II Business Presentation 3: Color Perception of Luxury in Consumer Packaging and Consumer Behavior
Spectrum Theatre
Color plays a significant role in consumer behavior. So significant; that consumers do not realize the impact color plays on decision making when purchasing products. Empirical research shows color impacts perceived quality, taste, and overall performance of a brand or product. The main purpose of this study is to pursue an understanding of consumer perception of luxury and quality as it relates to color in consumer packaging.