The impact of packaging colour on children’s brand name memorization

Nora Bezaz ()
Additional contact information
Nora Bezaz: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

Post-Print from HAL

Abstract: Purpose The purpose of this paper is to study the effect of packaging colour (chromatic vs achromatic) on children's brand name memorization (recall and recognition). This research examined the impact of age and school grade on brand name memorization and on the relationship between packaging colour and memorization. Design/methodology/approach The experimentation concerned 160 French children from seven to 12 years old. Findings The results showed that chromatic colour of packaging has a positive impact on brand name recognition but not on the recall. Furthermore, the age variable has a significant positive effect on recall capacity but not on brand name recognition. Research limitations/implications Other variables can be introduced in the conceptual model, like product involvement (by adding other products), children's colour preference, hue and value colour (by included diverse colours). Practical implications Children's importance as a commercial target is increasing, marketing managers have to differentiate their products on the shelves. Consequently, the choice of the packaging dominant colour appears to be a crucial strategic decision, because it allows children to recognize the brand name. Professionals have to adapt their strategies of differentiation to children's ages knowing that younger children need more visual stimuli than older ones. Originality/value This research has important theoretical contributions. There is very little research on the effect of packaging on children's purchasing behaviour. Moreover, no research has studied the impact of colour packaging on children's memorization (seven to 12 years old).

Keywords: Packaging colour; Experimentation; Children’s brand name memorization; Impact of age and school-grade (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Published in International Journal of Retail and Distribution Management, 2014, 42 (11/12), pp.1053-1068. ⟨10.1108/IJRDM-08-2013-0168⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02170974

DOI: 10.1108/IJRDM-08-2013-0168

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().