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Influencia del color en las preferencias de los consumidores

Author

Listed:
  • Omar Álvarez Lara

    (Alumno de la Maestría en Mercadotecnia y Publicidad de la Universidad Cristóbal Colón)

Abstract

Existe teoría relacionada al comportamiento de consumidor en la que se plantea que el color de la presentación del producto es un elemento esencial que sirve para comunicar atributos de un producto o una marca. En la presente investigación se trata de verificar esta afirmación, utilizando para ello 8 categorías distintas de productos. La mayoría de los resultados permite validar los argumentos en torno al papel del color.

Suggested Citation

  • Omar Álvarez Lara, 2011. "Influencia del color en las preferencias de los consumidores," Revista Observatorio Calasanz, Universidad Cristobal Colon, Dpto. de Investigacion y Posgrado, vol. 2(4), pages 228-246, Febrero.
    • Handle: RePEc:ucc:reveco:num_4_feb_2011_003
    as

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    File URL: http://repec.ver.ucc.mx/documents/num_4_feb_2011_003.pdf
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    Cited by:

    1. Santiago Criollo-C & Erick Altamirano-Suarez & Lucía Jaramillo-Villacís & Kevin Vidal-Pacheco & Andrea Guerrero-Arias & Sergio Luján-Mora, 2022. "Sustainable Teaching and Learning through a Mobile Application: A Case Study," Sustainability, MDPI, vol. 14(11), pages 1-17, May.

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