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The role of colours in the co-creation process

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  • Aishwarya Ramasundaram

    (Indian Institute of Management Kozhikode)

Abstract

In today’s world, marketing has shifted towards being consumer centric. Managers try to design products to cater to the needs and wants of their customers. One of the ways in which this is achieved is co-creation, where the customer exhibits a high degree of involvement and gets involved in creating their own product or service along with the supplier. In this study, we explore mechanisms of improving the quality of co-creation. Specifically, the study explored the influence of color on the co-creation process. The results will help managers put consumers in a more relaxed state and increase consumer’s valuation of the product that they co-create.

Suggested Citation

  • Aishwarya Ramasundaram, 2022. "The role of colours in the co-creation process," Working papers 532, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:532
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