The effects of color on the decision-making process of young customers in the Finnish supermarket grocery retail sector
Tran, Huu Dung (2020)
Avaa tiedosto
Lataukset:
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020113025098
https://urn.fi/URN:NBN:fi:amk-2020113025098
Tiivistelmä
The objective of the thesis is to determine whether or not color have an impact on the decision-making process of young customers in the Finnish supermarket grocery retail sector.
The data for this thesis was collected through published literature and pre-existing studies for the theoretical parts of the study, and a survey was conducted using online questionnaire through social media platforms and private emails to clarify the effects of color on the target group.
The study found that color in general has a marked impact on shoppers’ choices and decisions, and that warm colors are more favoured by impulsive shoppers, and can shorten the length of their shopping trip, while cool colors can do the opposite, by calming customers and extending the duration of their stay. The study also found that green is widely associated as healthy and eco-friendly, while blue is considered to be of high-value.
The data for this thesis was collected through published literature and pre-existing studies for the theoretical parts of the study, and a survey was conducted using online questionnaire through social media platforms and private emails to clarify the effects of color on the target group.
The study found that color in general has a marked impact on shoppers’ choices and decisions, and that warm colors are more favoured by impulsive shoppers, and can shorten the length of their shopping trip, while cool colors can do the opposite, by calming customers and extending the duration of their stay. The study also found that green is widely associated as healthy and eco-friendly, while blue is considered to be of high-value.