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Contemporary Issues in Marketing and Finance A STUDY ON COLOR

PSYCHOLOGY AND ITS INFLUENCE ON CONSUMER BUYER BEHAVIOR WITH
SPECIAL REFERENCE TO FOOD INDUSTRY

Research · January 2024

DOI: 10.13140/RG.2.2.20147.40486

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 Contemporary Issues in Marketing and Finance

A STUDY ON COLOR PSYCHOLOGY AND ITS INFLUENCE ON

CONSUMER BUYER BEHAVIOR WITH SPECIAL REFERENCE TO
FOOD INDUSTRY
*
Aditi R Khandelwal**Dishita Singh
*
Associate Professor, IIS (deemed to be University), Jaipur
**
Student, IIS (Deemed to be University) Jaipur, India

ABSTRACT
Color is everywhere and acts as a source of information. People make decisions within the first 90 seconds of
interacting with someone or something. Color accounts for approximately 62% to 90% of decision making. As
a result, the really apt use of colour can't most effective help differentiate a product from its competition but can
also have an effect on moods and emotions, superb or negative, and in flip affect attitudes closer to a
particular product.Considering the role of color in changing moods and emotions and shaping attitudes,
managers should understand the importance of color in marketing. The purpose of this study is to contribute to
this debate. A questionnaire was used to obtain the initial data of the project. The purpose of this study is to
investigate the effect of color on marketing and review the literature on color psychology in the field of food
marketing. We also discuss the contrasts and controversies of color psychology. Research shows that marketers
can use color to influence a range of consumer behaviors, including mood, appetite, and perception of wait time.
Color is perhaps the most important product-specific sensory cue in creating expectations about the expected
flavor or taste of a food product.
KEYWORDS: Color Psychology, Consumer buying behavior, Food Marketing, Branding and Packaging
strategies and Mood
INTRODUCTION
Studies addressing the link between Color perceptions and consumer purchasing behaviour have significantly
increased in the majority of emerging markets. The main focus of most businesses' marketing initiatives is
consumer purchasing behaviour, and Color psychology plays a crucial influence in this. The study of people's
distinct reactions when considering various features of an object is known as psychology of Color. Consumer
buying behaviour refers to a consumer's entire attitude toward acquiring a product or service based on personal
preferences, views, plans, and perception. Consumer spending patterns, which includes their attitudes toward
certain products and services, is critical for a company's sustainability in a highly competitive market. When
businesses can trace changes in client attitudes back to their source, they will be able to learn about developing
trends and utilize this knowledge for better marketing strategies.

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 Contemporary Issues in Marketing and Finance
COLOR PSYCHOLOGY
Color psychology frequently refers to as the study of human behaviour and cognitive interpretations of an exact
hue. Color psychology is the study of different colours‘ opinions, thoughts, sensations, state of mind, and
physiological responses. Color psychology is the study of different hues and their effects on the way people
behave. It helps to figure out the feelings that are influenced when a Color appears to clients. Because people are
exposed to a range of situations, experiences, and other external factors, their reactions, opinions, and other
perceptions of Color differ from one another; thus, experiments are conducted on consumers in a specific
geographical location to further analyse those external variables.In advertising and marketing and
branding, Color psychology is involved with how Colors impact human being‘s perceptions of
a logo and whether or not or no longer they convince clients to investigate precise manufacturers or make
a choice to shop for.
Psychology of Colors is an examination of how hue impacts people actions and feelings. The psychological
connections that various Colors, hues, and tones make influence a person's mood and decision-making. Color
psychology can vary in accordance with culture as well as personal tastes. Colors that are in line with your
company's aims and target market are crucial in marketing since they impact how consumers interpret various
brands and commodities.
Color Psychology has an excellent impact on purchaser decision-making and emblem assessment:
O Color may raise brand awareness and recognition by 80%.
O Color can contribute for up to 90% of a person's initial impression.
O 93% of buyers make purchases entirely based on attractiveness.

https://1000logos.net
RED
No Color is nearly as powerful as red at triggering our appetites; this vibrant shade is highly energizing and
stimulates a variety of senses, which directly affects our hunger. Clearly there is a purpose to the usage of red in
the logos of well-known restaurantssuch as KFC, Wendy's, McDonald‘s, Moe's, Pizza Hut, Chipotle, Dairy
Queen, Burger King,Domino's. Red makes us restless and ravenous. Red is a prime example of a Color that
influences how food goods are marketed.

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 Contemporary Issues in Marketing and Finance
https://colormeaning.com

https://logo.logos.com

https://en.wikipedia.com
YELLOW
The ability of yellow to enhance hunger may be due to how joyful it makes us feel. Yellow is referred to as the
sunshine color. It seems that the joyousness of yellow can encourage our urge to consume for pleasure. Yellow
that makes us want to visit a restaurant again. Yellow can be found in the logos of companies including Del
Taco, Subway, Carl's Junior, Cheetos, and Ortega.
https://colormeaning.com

https://apkmirrors.com

https://retaildesignblog.net

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 Contemporary Issues in Marketing and Finance
GREEN
Green is a significant Color for food businesses at a time when healthy eating is popular. When customers see
green on a brand, they immediately think of natural ingredients. Green is additionally linked in the imagination
to prosperity and well-being. The use of green also enables marketers to access the "Ancient" brain of the
human being. Essentially, there is no faster way to make a "Snap" assessment that connects a product with its
entire organic quality. Since green meals are usually nutritious and non-toxic, they have caught the interest of
individuals. There is no denying the reasons why well-known companies like Starbucks, Tropicana, and Whole
Foods have all embraced green logos with success.
https://colormeaning.com

https://1000logos.net

https://1000logos.net
PURPLE
A well-known and adored English chocolate brand uses purple. It stands for excellence and luxury. This Color is
linked to luxury, royalty, and mystery. Lighter purple hues are frequently utilized to soothe or calm. As a result,
food and health brands favour it.
https://foodmatterslive.com

https://prnewswire.com

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 Contemporary Issues in Marketing and Finance

https://doughandcream.com
ORANGE
Some fast food businesses use the Colors orange, yellow, and red throughout their restaurants to convince
consumers to eat quickly and depart. Orange is stimulating increases hunger and indicates informality.
https://foodmatterslive.com

https://1000logos.net

https://grundfest.com
CONSUMER BUYING BEHAVIOUR
Consumer Buying Behaviour describes the actions taken by consumers (both online and offline) prior to making
a purchase of a good or service. Performing this task could involve using search engines, responding feedback
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on social media, or conducting an assortment of other tasks. Organizations are helped by understanding this
process because it allows them to more effectively connect their promotional strategies with those that have
successfully persuaded consumers to make purchase in the past.
There are several factors that affect this type of behaviour.
Consumer buying behaviour is influenced by social, personal, cultural and psychological variables. Individual
browsing may not result in a purchase. But when various factors combine, it increases the likelihood that
someone will engage with a brand and commit to a purchase. Let's take a closer look at each of these features.
1. Cultural Factors - the nationality of an individual does not always define their cultural background. It
can also be defined by their relationships, religious views, or even their geographical location.
2. Social Factors - Environmental factors that influence the manner in which a person viewsproduct.
3. Personal Factors - Age, marital status, financial standing, and personal convictions, values, and ethical
behaviour are a few examples.
4. Psychological Factors - A person's attitude when they are presented with a product will often influence
how they feel about additionally the product and the brand as a whole.

https://1000logos.net
FOOD MARKETING
When a concept has made it throughout the testing phase and the business has established that there is a market
for its food product, it is time to think about the kind of message it is interested in communicating to its
prospective consumers. The majority of people rely their purchasing decisions on the visual appeal of
packaging, including food labels. The convenience of the buyer is increased. Packaging for food is crucial. It is
believed that having particular hues on food labels, including red, green and yellow, has a psychological effect
on buyers' cravings. However, an organic food product may contain "earthier" Colors rather than flashy ones,
which might indicate that artificial Colors were used.
Culinary marketing is the process of selling food, beverages, and culinary delights to a specific target with the
goal of increasing profitability as well as sales. The food and beverage industry is vast and diverse, ranging from
restaurants and food trucks to packaged goods and beverages. Much of the marketing of food in the United
States by large food and beverage companies emphasizes the sale of soft drinks, breakfast cereals, snacks, and
candy. Building relationships with customers, bringing brand awareness, manufacturing products, promoting
them through advertising, and even bribing grocery stores for prominent shelf placement are all examples of
food marketing.
Food products frequently employ marketing tactics and strategies that are comparable to those used to promote
various kinds of goods and services. Food marketing requires segmentation, positioning, branding, aiming for,
consumer research, and a market entry plan. Furthermore, food marketing includes a number of obstacles, such
as managing perishable foodstuffs whose nutritional value and accessibility are dependent on the current

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harvest. The value chain, which examines how successive players in the channels of marketing give value to the
product, is crucial.
Today, manufacturing and new methods of distribution offer food marketers with greater possibilities to deliver
convenience to consumer. Marketing, services, and production costs, on the other hand, are significantly higher.
Earlier, customers may have cooked their own bread utilising homemade flour. Today, most homes buy pre-
packaged bread, and it is believed that the farmer obtains approximately 5% of the wheat price paid by the
consumer.

https://allevi8marketing.com
FOOD PACKAGING AND BRANDING
FOOD PACKAGING
Food is enclosed in food packaging during shipping, storage, and retail sale to guard against damage, tampering,
contamination, spoiling, and pest attacks. On the label of the box, information regarding the contents,
ingredients, nutritional value, instructions for cooking (if any), and shelf life are usually given. It is crucial to
select and create the package in a way that prevents any negative interactions with the food. A few examples of
packaging typesare Cans, Trays, Bags, Cartons and Bottles.
THE PURPOSE OF PACKAGING OF FOOD
There are numerous significant purposes for food packing. These divisions are possible.
Containment:For granular products, paper containers with a sealing system are suitable to prevent moisture
from entering the product. Metal cans, plastic bags and bottles and glass containers are used for packaging other
products. Another consideration in storage is the durability of the packaging. This means that packaged foods
must withstand transportation from the food processing plant to the store to the consumer's home.
Protection:Food has to be protected against biological risks such as insects, germs and rats. Mechanical injuries
such as product vibration and abrasion, and Chemical dangers such asultraviolet light, oxidation and moisture
transfer.
Communication: Food packaging must be identifiable for consumer usage, primarily through text and images
on labels. The use of unusual food packaging shapes, such as Coca-Cola bottles or Trash cans, is a further
choice. Other common food the box types are milk bottles and potato chip bags. These containers also state
whether they comply with kosher or acceptable packaging norms and provide nutritional information. The label
can also state whether the packaged food can be subjected to microwave (for example, as a TV dinner).
Environmental issues:Must be willing to reduce, reuse or recycle the amount of packaging it uses to protect the
environment.

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Safety of Packaging:When evaluating specific kinds of food, researchers must ensure that it is safe to use and
that there are no adverse reactions between its packaging and the food. This includes any problems with can or
bottle contamination caused by metal or plastic which affect the food product.
Product access:When the consumer is ready to use the product, it must be easily accessible thanks to the
packaging. For example, milk cartons with pouring spouts can make dispensing milk easier.
FORMS OF FOOD PACKAGING
Different kinds of food packaging and containers can be made from the materials indicated above. Below are
some examples.
Packaging Design Kind of Container Packaged Food Examples
Aseptic containers Primary Entire liquid eggs
Plastic trays Primary Fish portion
Bags Primary Potato chips
Bottles Primary Soft drink bottles
Boxes Secondary Boxes of bottles of soft drink
Cans Primary Tomato soup cans
Cartons Primary Eggs Carton
Flexible packaging Primary Bagged salad
Pallets Tertiary A pallet of boxes used to transport packaged food from a manufacturing
plant to a distribution point
Wrappers Tertiary Wrapped boxes on a pallet for shipping.
Primary packaging is the main container used to house the processed food. The primary packages are combined
into a single box by secondary packaging. All of the secondary packages are combined into one pallet during
tertiary packaging.
https://www.newworldencyclopedia.org
FOOD BRANDING
Branding is the process of creating a clear brand for a company in the minds of its target audience or customers.
At its most basic, branding includes a company's name and logo, visual design, mission, and tone of voice.
There are several reasons why food businesses should trademark their food products.
Branding helps people identify foods, that are unknownin the market are not considered.
Branding creates preference: Branding is essential if customers prefer your food over others.

https://pintrest.com
Ketchup and Mustard Theory: How Marketers use Color to convince consumers (KAYKO DONALD)
Have you heard of one of the most fascinating marketing theories of today? It is believed to do with the
phenomenon that happens when a logo for a restaurant or food company combines the hues yellow and red. As

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you may have seen, several of the logos listed under the "Yellow" and "Red" categories above actually have just
a bit of overlap. The widely used marketing tactic of "Ketchup and Mustard" is to blame.
This combination of the two colors effectively persuades us to pull over for something to eat since it
simultaneously inspires us interest to do so and stimulates us to act in order to enter the door or drive-up
window. The "Ketchup and Mustard" idea is supported by marketing professionals, if you need any more
evidence. You only need to look at the Red and Yellow logos of fast food restaurants like Wendy‘s, EI Polo
loco, Sonic, Burger King, Hardee‘s, McDonald‘s and Popeyes.
This isn't a coincidence; every Color has a deeper meaning that can unconsciously influence our mood, our
decisions, and how we wish to be seen by others. Warm Colors like red and yellow are known to draw attention
and stimulate the mind. Red has a strong sense of life and excitement. It is also very noticeable. The Color
yellow represents joy and youth. It is the first Color that the human eye notices due to its brightness. Imagine
yourself driving down a boulevard lined with eateries and shopping establishments. Franchises for fast food that
use the Colors red and yellow in their logos will stand out from the competition. This is known as the Ketchup
and Mustard Theory.
At fast food establishments, these two dominant Colors encourage quick turnover while also being upbeat and
pleasant. Red and yellow do not promote relaxation and lazing around when present in any décor. They take too
much risk. We are kept attentive and interested by brightly coloured signs, furniture, packaging, and chairs. In
other words: Eat, Relish, and Go. According to some, an individual's hunger is increased by the two Colors.

STATEMENT OF PROBLEM
The study's major goal is to discover the difficulty that many developing firms face due to a lack of
understanding about how to improve their enterprises with the help of marketing tactics, and Color psychology
is crucial component of Marketing strategy. It assists people in improving their businesses by building a strong
impression of that company among its customers. 90% of consumers make rash decisions about things based
only on their Color. Thus, the objective of this study is carried out to determine and identify what consumers
think of how much the Color psychology marketing strategy influences them.
IMPORTANCE OF THE STUDY
Color psychology is additionally used in Branding and Marketing. Color has significance to marketers due to the
fact that it may influence a consumer's sentiments and perception of products or services. Logos for businesses
are crucial as they are capable of attracting additional consumers.
According to Jung,‖ Colors are the Mother tongue of the subconsciousness.‖
The use of Color in design can affect the emotions and moods of people viewing these color palettes.
Yellow and orange are colors which render consumers famished in food marketing. Red colors is linked with
emotions and passion. As a result, when one sees red coupled with yellow and orange, they become extremely

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famished. Green and earthy tones usually have a connection with Nutritious eating option, Eco-friendliness,
Organic and Natural.
The last words must go to Marcus Gavius Apicius the 1st century Roman gourmand, who reputedly conceived
the phrase ‗We eat first with our eyes‘. A growing body of scientific evidence confirms just how true this is.
So, in order to learn more about the impact of Colorpsychology on consumer purchasing behaviour in food
marketing, a study was conducted.
OBJECTIVES OF THE STUDY
The main purpose of this study is to analyse the effectiveness of Color Psychology on consumer behaviour.
There are the specific objectives which are formulated for the study
1. To understand the significance of Colors and its psychology on consumers.
2. To examine the buyer's view of food product packaging strategies.
3. To evaluate the impact of package components on consumer buying behaviour.
4. To analyse the impact of Color psychology on consumer buying behaviour in special reference to Food
Marketing.
RESEARCH METHODOLOGY
Sample Frame: The present study has been carried out in the area of Jaipur. So, the population of the study has
consisted of all the youth and adult consumers of food marketing in same area. The study is based on collecting
primary data about Color psychology in food marketing and its impact on consumers buying behaviour. The
research is quantitative and deductive in nature, a positive approach was employed. Data was collected through
self-administered questionnaire consisting of close ended questions from 200 consumers of Jaipur Rajasthan, in
which the responses were Strongly agree, Agree, Neutral, Disagree and Strongly disagree.
Sample Design: Questionnaire
Sample Size: 200 respondents have participated.
Data collection technique: Data collected through Google forms. A link was shared with all the respondents
and all the data was gathered and analysed.
REVIEW OF LITERATURE
In this section, the researchers conducted a revised conclusion of several research papers and articles to
better clarify Color as a crucial factor in food marketing influencing consumer purchasing behaviour.
According to their studyConsumers food behaviour has received considerable attention from marketers,
researchers and regulators major theme in the literature include food marketer‘s action environmental influence
and consumer psychology and personal factor, leading to food choice related decisions.[Khan, A. W., & Pandey,
J. (2023). Consumer psychology for food choices: a systematic review and research directions. European
Journal of Marketing, (ahead-of-print).]
According to their studyColor can have a profound effect on the Marketing & Advertising, food products can
lead to great sales. Brand manager should remember that although consumer eat with mouth but they shop with
their eyes. [Zaki, F. E. (2013). The Significance of Color In Food Marketing.]
In this research it is founded that Color is an important factor influencing the consumers buying decisions
process. It is not simply an afterthought when it comes to product packaging and branding. [Kumar, J. S.
(2017). The psychology of colour influences consumers‘ buying behaviour–a diagnostic study. Ushus Journal of
Business Management, 16(4), 1-13.]

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In this research the findings are thatFood colouring undoubtedly plays an important role in driving liking and the
consumers acceptability of a verity of food & beverages product. [Spence, C. (2015). On the psychological
impact of food colour. Flavour, 4(1), 1-16.]
In this research, it was found that it is important for employees in the hospitality industry to understand the
effect of Color on food choices [Magoulas, C. (2009). How Color affects food choices.]
In this study, background Color was found to have a greater effect on our taste/taste perception than any of us
would expect. So of course, people can't literally taste the plate, but the color of the plate that is the product can
have an effect[Spence, C. (2018). Background colour & its impact on food perception & behaviour. Food
Quality and Preference, 68, 156-166.]
According to this studyThere is a main effect of signage colour on consumer‘s perceptions of food healthiness
and purchase intentions and restaurants name significantly effects consumers purchase intentions. [Song, H., &
Yang, H. (2023). Ethnic restaurants‘ outdoor signage: the effect of colour and name on consumers‘ food
perceptions and dining intentions. British Food Journal, 125(1), 186-204.]
Findings of this study is that in a journal article on the impact of Color in marketing, the university of
Winnipeg‘s Satyendra Singh add, ―The wrong Color choice can have negative impact on the image of product
and the company.‖ [Karthikeyan, C., & Joy, R. (2018). An exploratory study on colour psychology in
marketing: A techno-leadership perspective. International journal of research in social sciences, 8(9), 65-92.]
According to this study Color psychology is a mind-blowing discovery in behavioural psychology which holds
huge scope next level solution and utilization to take the brand value higher pedestals. [Ishita Yadav, 2020]
This study demonstrated that red and blue colouring of visual food stimuli did not have the predicted effects on
food craving. However, combining specific food Colors with a specific Color design can be useful in changing
the willingness to eat sweet products [Schlintl, C., & Schienle, A. (2020). Effects of colouring food images on
the propensity to eat: a placebo approach with Color suggestions. Frontiers in psychology, 11, 2966.]
In this study, it was found that there are so many different meanings potentially associated with the Color of
food that it is somewhat difficult to know which one will be primarily developed in the consumer's mind, so to
recognize and evaluate the Color in the ecologically valid conditions of everyday life. may choose to associate
with the Color of food and drink [Spence, C. (2023). On the manipulation, and meaning (s), of Color in food: A
historical perspective. Journal of Food Science, 88(S1), A5-A20.]
According to their study Color is one of the most elementary techniques used in marketing and produces
behavioural effects reflecting purchase attitude. [Martinez, L. M., Rando, B., Agante, L., & Abreu, A. M.
(2021). True Colors: Consumers‘ packaging choices depend on the Color of retail environment. Journal of
Retailing and Consumer Services, 59, 102372.]
This study concludes that A Restaurants‘ atmosphere should take into account that appeal to the appetite: and
restaurant with white surroundings were more preferable when compared with the using only one particular
predominant Color. [Yahya, L., & Kusumwardhana, I. (2011). COLOUR IN THE RESTAURANT
INDUSTRY: THE ROLE AND USE IN JAKARTA URBAN AREA! In Proceedings of International
Conference on Business Management (Vol. 8).]
In this section, the researchers conducted a revised conclusion of several research papers and articles to
better clarify the effect of Color on the packaging of food products.
According to this studythe application of Color design and the manifestation of the Color psychology are of
great important in food packaging design, it has higher level of influence on consumers buying behaviour and
their perception toward this. [Zhang, Y. (2016). The Application and Psychology of Color in Food Packaging
Design. Advance Journal of Food Science and Technology, 10(9), 687-690.]
This study investigates the effects of the use of green packaging a strategy adopted in executional greenwashing
on consumers purchase preference for milk chocolate bars. [Boncinelli, F., Gerini, F., Piracci, G., Bellia, R., &

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Casini, L. (2023). Effect of executional greenwashing on market share of food products: An empirical study on
green-coloured packaging. Journal of Cleaner Production, 391, 136258.]
This study contributes to a growing body of research examining the influence of packaging and the role of
various mediating factors such as graphics, design and color in contributing to branding and marketing success.
[Mohebbi, B. (2014). The art of packaging: An investigation into the role of Color in packaging, marketing, and
branding. International journal of organizational leadership, 3, 92-102.]
According to this study Packaging could be treated as one of the most valuable tool in today‘s marketing
communication, main packaging element has been identified: graphic, Color, size, from, and material of
packaging[Raheem, A. R., Vishnu, P. A. R. M. A. R., & Ahmed, A. M. (2014). Impact of product packaging on
consumer‘s buying behaviour. European journal of scientific research, 122(2), 125-134.]
According to this studyNew packaging solution offer the prospect of improved function in the supply chain,
delivering protection and preservation before reaching the ultimate consumers. [Rundh, B. (2013). Linking
packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal, 115(11),
1547-1563.]
The study concludes that the customer's perception of the packaging product has a great influence on the
strategies that marketing adopts in influencing and securing consumer buying behaviour through packaging
strategies such as exposure in mass media, innovation, packaging strategy and other elements. [Rambabu, L., &
Porika, R. (2020). Packaging strategies: knowledge outlook on consumer buying behaviour. Journal of Industry-
University Collaboration, 2(2), 67-78.]
According to this studyConsumers often struggle to maintain healthfulness diets and biases encountered when
evaluation food can undermine consumer‘s efforts to be unhealthy Food items is displayed in a vivid, highly
Color-saturated package.[Mead, J. A., & Richerson, R. (2018). Package Color saturation and food healthfulness
perceptions. Journal of Business Research, 82, 10-18.]
These are some variables or factors that influence consumers‘ buying behaviour in Color Psychology.

Color Pyschology

Food Marketing

Packaging, Branding and Logo

Mood and freshness

Restaurent and Background Color and Online food services

Ingredietns and Nutritions

Fast and Healthy Food and Sensory Perception

Source: Self-made
Color Psychology: Color psychology is the study of different colours‘ opinions, thoughts, sensations, state of
mind, and physiological responses. Color psychology frequently refers to as the study of human behaviour and
cognitive interpretations of an exact hue.

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 Contemporary Issues in Marketing and Finance
Food Marketing: Food Marketing is a series of marketing actions that take place between a food company and
the consumer. Food companies often use general marketing tactics and strategies that are used when marketing
other types of products and services.
Packaging, brand and logo:
Packaging: The packaging material around a consumer item that serves to contain, identify, describe, protect,
display, promote, and otherwise make the product saleable and keep it clean. The packaging is more than just a
pretty face for the product.
Brand: A brand is a product, service or concept that is publicly distinguished from other products, services or
concepts so that it can be easily communicated and usually marketed. Branding is the process of creating and
spreading a brand name, its qualities and personality.
Logo: A logo is a visual mark that represents the nature and goals of a brand to connect with consumer
expectations and desires.
Mood: Mood can be defined as a relatively stable affective state often described as positive or negative.
Sometimes mood is described as a subjective feeling state and affects its external expression.
Online Food Delivery: Online food ordering is the process of placing a food order through a website or app
from a nearby restaurant or food cooperative.
Sensory Perception:An individual or an organism capable of processing stimuli in its environment is called to
sensory perception. This processing is done through coordination between the sense organs and the brain.
Hearing, sight, taste, smell and touch are the five senses we possess.
CONCLUSION
CONCLUSION: COLOR MATTERS
Color is significant to marketers since it is used in branding. "Color serves as a cue," explains Dr. Russell
Ferstandig of Competitive Advantage Consulting, a firm that advises marketers on consumer hearts and minds.
It's a brief sentence with several meanings."(Hall) What's more, "changing the Color of your product is the least
expensive way to change it" (Tarter). Brands with multi-coloured and flavoured packaging take up more shelf
space in supermarkets and thus draw more attention.
According to Dr. Kantha Shelke, a food chemist and Institute of Food Technologists representative, "Color
creates a psychological expectation for a certain flavour that is often impossible to dislodge" (Harris).
Nonetheless, according to an Advertising Age article, "Color has to be the single most overlooked, underutilized
asset in the catalog of a brand's sensor equities." As a result, certain businesses are missing out (Sturgess).
Color is a crucial component of marketing, particularly in the food industry. We eat with our lips, but we buy
with our eyes. With so many options accessible to clients, Color is a simple and effective way to stand out.
This is basically a review study so that we may undertake a research study to better understand the aspects that
influence consumer‘s buying behaviour in Food Industry.
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3. Alice, L., 2006, the power of packaging, United States of America, pp. 186-216.

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5. Aslam, M. M. (2006). Are you selling the right colour? A cross - cultural review of colour as a marketing cue. Journal of
Marketing Communications, 12(1), 15-30.

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