Influence of different coloring packages of ready-to-eat meal on consumer purchasing decision

Abstract

The key of communication planning is to create a difference over competitors Kotler (1997) addressed that atmosphere is an important strategy that helps make a difference to the shop via 5 sensory systems: sight, hearing, smell, taste and touch (Rienuier, 2002, cited in Valenti & Riviere, 2008). For general restaurants, smell is the first factor that can pull consumers’ attention while sight is the second (Lindstrom, 2006). In the case of ready-to-eat foods which food contained is closed packaging, sight is the customer focus (Silayoi & Speece,2007). About 60-90 percentage of value evaluation or price evaluation, color is the key (Singh,2006). Moreover, with limitation of each shopping time, color is the key factor that assists customers to made easier purchasing decision (PALOUIS, 2014).

This research focuses on the effects of color of the packaging that influence consumer perception, attitude and purchasing decision behavior of ready-to-eat foods.  Colors selected for this research are transparent, white, golden yellow, red, orange and cyan. The research found that different colors influent different perception, attitude and purchasing decision behavior. Color that best arouses consumer’s perception is red while white is the color that best influents positive consumer’s attitude and being the color that most influents consumer’s purchasing decision behavior as well.