Psychology of Colour in Customer Buying Behaviour: Kichen Equipment and Tools in Finland.
Huynh, Quan Thoai (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905139518
https://urn.fi/URN:NBN:fi:amk-201905139518
Tiivistelmä
Colour has always been an interesting feature in all aspects of life. With the
noticed increasing trend of creative design in kitchen equipment and tools, it
seems that manufacturers have been striving to attract customers to their products
by means of colour. Hence, studies on consumer buying behaviour is crucial to,
with colour, not only attract buyers’ attention but also to persuade them to
purchase.
The thesis’ goal is to study the relationship between the psychology of colour and
customer buying behaviour, specifically towards purchasing kitchen equipment in
Finland. The study was carried to answer the three core questions regarding the
human perception of colour, colour meaning interpretation and the effects of
colour on customer buying behaviour.
The theoretical framework discusses the knowledge of psychology of colour and
consumer buyer decision process. Continuing by the empirical framework, in
which the research methodology and result analysis are discussed.
The outcome suggests that as an attracting element, bright colours function better
but neutral colours and dark colours are more persuasive to purchase from the
buyers’ perspective. However, as colour perception is psychological and the fact
that there are people with colour deficiency, it is difficult to draw up assumptions
based on the small size sample. Further research on this topic is recommended due
to the competitive market for creative designs.
noticed increasing trend of creative design in kitchen equipment and tools, it
seems that manufacturers have been striving to attract customers to their products
by means of colour. Hence, studies on consumer buying behaviour is crucial to,
with colour, not only attract buyers’ attention but also to persuade them to
purchase.
The thesis’ goal is to study the relationship between the psychology of colour and
customer buying behaviour, specifically towards purchasing kitchen equipment in
Finland. The study was carried to answer the three core questions regarding the
human perception of colour, colour meaning interpretation and the effects of
colour on customer buying behaviour.
The theoretical framework discusses the knowledge of psychology of colour and
consumer buyer decision process. Continuing by the empirical framework, in
which the research methodology and result analysis are discussed.
The outcome suggests that as an attracting element, bright colours function better
but neutral colours and dark colours are more persuasive to purchase from the
buyers’ perspective. However, as colour perception is psychological and the fact
that there are people with colour deficiency, it is difficult to draw up assumptions
based on the small size sample. Further research on this topic is recommended due
to the competitive market for creative designs.