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Journals / International Journal of Social Inquiry / 2015 / Cilt: 8 Sayı: 1

CONSUMERS’ COLOR PERCEPTION AND GENDER: A RESEARCH FROM MARKETING PERSPECTIVE

TÜKETİCİLERİN RENK ALGISI VE CİNSİYET: PAZARLAMA BAKIŞ AÇISINDAN BİR ARAŞTIRMA

Ayşe Bican Şen
Erkan Özdemir
Pages
183–221
Publication Date
2017-10-10
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

If gender is taken into consideration, marketing executives can effectively use colors in their products and packaging, expressing the country’s origin, creating brand and company image, creating advertising campaigns, and creating a store (online and offline) atmosphere.

📌 3 Key Takeaways

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Objective & Hypothesis:Normal 0 21 false false false TR X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Normal Tablo"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} The colors possessed by physical objects can affect people’s feelings, thoughts, and even physiology in different ways.
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Key Findings & Data:In terms of marketing, color is an important factor that must be used with care at almost every stage of marketing such as product development, product management, pricing, distribution and promotion.
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Conclusion & Impact:If gender is taken into consideration, marketing executives can effectively use colors in their products and packaging, expressing the country’s origin, creating brand and company image, creating advertising campaigns, and creating a store (online and offline) atmosphere.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Renk · Renk Algısı · Renk Tercihi

Abstract

Normal 0 21 false false false TR X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Normal Tablo"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} The colors possessed by physical objects can affect people’s feelings, thoughts, and even physiology in different ways. In terms of marketing, color is an important factor that must be used with care at almost every stage of marketing such as product development, product management, pricing, distribution and promotion. The purpose of this study is to reveal the color perception of the people in terms of marketing by considering the gender variable. Survey data were collected by face-to-face survey method. The study was carried out in Bursa city/Turkey and the obtained data were evaluated by frequency analysis. As a result of the analysis, color perception of consumers and gender differences in color perception are revealed. If gender is taken into consideration, marketing executives can effectively use colors in their products and packaging, expressing the country’s origin, creating brand and company image, creating advertising campaigns, and creating a store (online and offline) atmosphere.

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Cite This Article

Şen, A. B., Özdemir, E. (2017). CONSUMERS’ COLOR PERCEPTION AND GENDER: A RESEARCH FROM MARKETING PERSPECTIVE. International Journal of Social Inquiry, Cilt: 8 Sayı: 1, 183–221. https://ajindex.com/articles/1209649

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