The impact of product’s packaging color on customers’ buying preferences under time pressure

Saad Ahmed Javed () and Sara Javed ()
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Saad Ahmed Javed: Academy of Young Researchers and Scholars, Lahore, Pakistan; Lahore School of Management, the University of Lahore, Lahore, Pakistan
Sara Javed: Academy of Young Researchers and Scholars, Lahore, Pakistan

Marketing and Branding Research, 2015, vol. 2, issue 1, 4-14

Abstract: This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior.

Keywords: Buying Behavior; Packaging Color; Time Pressure; Buying Preference; Marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:2:y:2015:p:4-14

DOI: 10.33844/MBR.2015.60293

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