• DOI:10.12725/ujbm.41.1
Corpus ID: 54634704

The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study

@inproceedings{Kumar2017ThePO,
  title={The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study},
  author={Jakka Suresh Kumar},
  year={2017}
}

Jakka Suresh Kumar

Published 2017

Psychology

Colour plays an important role in marketing products.  It is a powerful marketing tool that influences consumer purchases in many aspects.  Marketers must explore the harmony of colours for successful marketing of products.  Nearly all products sold today have colourful facades.  Selecting the right colours to use has an enormous impact on product sales. While no single set of rules governs colour choices, research has established general guidelines based on the principle of associative… CONTINUE READING

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