IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v2y2015p4-14.html
   My bibliography  Save this article

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

Author

Listed:
  • Saad Ahmed Javed

    (Academy of Young Researchers and Scholars, Lahore, Pakistan; Lahore School of Management, the University of Lahore, Lahore, Pakistan)

  • Sara Javed

    (Academy of Young Researchers and Scholars, Lahore, Pakistan)

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.

Suggested Citation

Handle: RePEc:bco:mbraaa::v:2:y:2015:p:4-14
DOI: 10.33844/MBR.2015.60293
as

Download full text from publisher

File URL: https://api.eurokd.com/Uploads/Article/754/MBR.2015.60293.pdf
Download Restriction: no
File URL: https://libkey.io/10.33844/MBR.2015.60293?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:2:y:2015:p:4-14. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.