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首页> 外文期刊>Arabian Journal of Business and Management Review >IMPACT OF BRAND COLOR ON CONSUMER BUYING BEHAVIOR WITH MEDIATION OF CUSTOMER PERCEPTION IN PAKISTAN
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IMPACT OF BRAND COLOR ON CONSUMER BUYING BEHAVIOR WITH MEDIATION OF CUSTOMER PERCEPTION IN PAKISTAN

机译：巴基斯坦消费者对媒介颜色的认知对消费者购买行为的影响

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In the present world, the development of the market and attracting new customers or even retaining the old customers is the concerns of many companies. Hence, due to the severe competitive pressures, companies and organizations use various methods of marketing. Due to the development of self-service stores the product selection of customers without any interference by the seller, the most important factor to attract customers in today's world is the product’s color that manifests more in product’s packaging. Packaging a product is the combination of various elements each of which can be effective in creating a certain image in the minds of consumers.Color is the first and most important factor in the attractiveness of packaging. The purpose of this study is to address the role of brand color on consumer buying behaviour and consumer perception. A greater understanding of the impact of the visual aspects enables them to direct the content of their messages in a better way and find a more appropriate place against the competing products. In this study, it has attempted to review the relevant research papers and explain the reasons of color importance in attracting the customer. In this research, the consumer behaviour,the factors influencing the behaviour and the relevance of color element have been carefully examined; and then the feature of different colors and their functions and roles in marketing has been described. Findings of research showed significant relation among brand color and consumer buying behaviour as well as among consumer perception.
机译：在当今世界，市场的发展以及吸引新客户甚至保留旧客户是许多公司关注的问题。因此，由于激烈的竞争压力，公司和组织使用各种营销方法。由于自助商店的发展，在没有卖方任何干扰的情况下选择客户的产品，在当今世界吸引客户的最重要因素是产品的颜色在产品的包装中更加明显。产品包装是各种要素的组合，每种要素都可以有效地在消费者心目中塑造出一定的形象。颜色是包装吸引力的首要也是最重要的因素。这项研究的目的是解决品牌色彩在消费者购买行为和消费者感知上的作用。对视觉方面的影响有了更深入的了解，使他们能够以更好的方式指导其消息的内容，并针对竞争产品找到更合适的位置。在这项研究中，它试图回顾相关的研究论文并解释颜色重要性在吸引客户方面的原因。在这项研究中，我们仔细研究了消费者的行为，影响行为的因素以及色素的相关性。然后描述了不同颜色的特征及其在营销中的作用和作用。研究结果表明，品牌色彩与消费者购买行为之间以及消费者感知之间存在显着关系。

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