The Influence of Color Perception on Marketing Decisions

Šliburytė Laimona () and Skėrytė Ilona ()
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Šliburytė Laimona: socialinių mokslų (ekonomika) daktarė; Kauno technologijos universiteto Ekonomikos ir verslo fakulteto Marketingo katedros docentė. Gedimino g. 50, LT-44239 Kaunas, Lithuania
Skėrytė Ilona: vadybos studijų krypties marketingo studijų programos magistrė; Kauno technologijos universiteto Ekonomikos ir verslo fakultetas, Marketingo katedra. Gedimino g. 50, LT-44239 Kaunas, Lithuania

Management of Organizations: Systematic Research, 2017, vol. 77, issue 1, 169-184

Abstract: The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

Keywords: sensory marketing; colour perception; colour perception influencing factors; colour perception in marketing decisions (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:77:y:2017:i:1:p:169-184:n:10

DOI: 10.1515/mosr-2017-0010

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