The influence of product packaging colour on impulsive buying behaviour

Article Lithuanian OPEN
Pilelienė, Lina; Grigaliūnaitė, Viktorija; Stakauskaitė, Greta;
(2016)

Relevance of the research. In the contemporary market economy, where competition among companies is very intensive, companies are looking for new, creative and effective ways to increase their profits. Seeking for the same aim, traditional marketing methods are suppleme... View more
  • References (14)
    14 references, page 1 of 2

    1. Abdullah, M., Kalam, A., Akterujjaman, S. M. (2013). Packaging Factors Determining Consumer Buying Decision  // International Journal of Humanities and Management Sciences (IJHMS). Vol. 1, Issue 5, p. 285-289.

    2. Akcay, O., Sun, Q. (2013). Cross-Cultural Analysis of Gender Diefrence in Product Color Choice in Global Markets // Journal of Business and Cultural Studies. Vol. 7, p. 1-12.

    3. Brennan, M. (2008). What Color is Your Advertising? How Color eThory can Make Your Mar - keting More Eefctive. Internet access: <http:// ezinearticles.com/?id=1115718> [accessed: May 18, 2016].

    4. Madar, A. (2015). Elements of Design and Aesthetics on the Beer Market in Romania. Case Study: Tuborg  // Bulletin of the Transylvania University of Brasov. Series V: Economic Sciences. Vol. 8, No. 2, p. 83-88.

    5. Megehee, C. M. (2009). Advertising Time Expansion, Compression, and Cognitive Processing Inuflences on Consumer Acceptance of Message and Brand  // Journal of Business Research. No. 62, p. 420-431.

    6. Mihić, M., Kursan, I. (2010). Assessing the Situational Factors and Impulsive Buying Behavior: Market Segmentation Approach  // Management. Vol. 15, No. 2, p. 47-66.

    7. Mizgiris, R. (2007). Spalvotyra. - Kaunas: Kauno taikomosios dailės mokykla.

    8. Mohebbi, B. (2014). eTh Art of Packaging: An Investigation into the Role of Color in Packaging, Marketing, and Branding  // International Journal of Organizational Leadership. Vol.  3, p. 92-102.

    9. Muruganantham, G., Bhakat, R. S. (2013). A Review of Impulse Buying Behavior  // International Journal of Marketing Studies. Vol.  5, No. 3, p. 149-160. doi: 10.5539/ijms.v5n3p149.

    10. Ritnamkam, S., Sahachaisaeree, N. (2012). Package Design Determining Young Purchasers' Buying Decision: A Cosmetic Packaging Case Study on Gender Distinction  // Procedia  - Social and Behavioral Sciences. Vol.  38, p. 373-379.

  • Similar Research Results (1)
  • Metrics
Share - Bookmark