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

    Authors

    • Saad Ahmed Javed
    • Sara Javed
,
10.33844/mbr.2015.60293
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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

  • Packaging
  • Color
  • Buying Behavior
  • Time Pressure
  • Buying Preference
  • Marketing
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    • Article View: 4,262
    • PDF Download: 7,317
Marketing and Branding Research
Volume 2, Issue 1
January 2015
Page 4-14
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  • Article View: 4,262
  • PDF Download: 7,317

APA

Ahmed Javed, S., & Javed, S. (2015). The impact of product’s packaging color on customers’ buying preferences under time pressure. Marketing and Branding Research, 2(1), 4-14. doi: 10.33844/mbr.2015.60293

MLA

Saad Ahmed Javed; Sara Javed. "The impact of product’s packaging color on customers’ buying preferences under time pressure". Marketing and Branding Research, 2, 1, 2015, 4-14. doi: 10.33844/mbr.2015.60293

HARVARD

Ahmed Javed, S., Javed, S. (2015). 'The impact of product’s packaging color on customers’ buying preferences under time pressure', Marketing and Branding Research, 2(1), pp. 4-14. doi: 10.33844/mbr.2015.60293

VANCOUVER

Ahmed Javed, S., Javed, S. The impact of product’s packaging color on customers’ buying preferences under time pressure. Marketing and Branding Research, 2015; 2(1): 4-14. doi: 10.33844/mbr.2015.60293

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