The Impact of Product's Packaging Color on Customers’ Buying Preferences Under Time Pressure

  title={The Impact of Product's Packaging Color on Customers’ Buying Preferences Under Time Pressure},
  author={Saad Ahmed Javed and Sara Javed},
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… 

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