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

Author

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  • 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

  • Saad Ahmed Javed & Sara Javed, 2015. "The impact of product’s packaging color on customers’ buying preferences under time pressure," Marketing and Branding Research, EUROKD, vol. 2(1), pages 4-14.
    • Handle: RePEc:bco:mbraaa::v:2:y:2015:p:4-14
    DOI: 10.33844/MBR.2015.60293
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    References listed on IDEAS

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    1. Elena Reutskaja & Rosemarie Nagel & Colin F. Camerer & Antonio Rangel, 2011. "Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study," American Economic Review, American Economic Association, vol. 101(2), pages 900-926, April.
    2. repec:eme:mrn000:01409170610645439 is not listed on IDEAS
    3. Lin, Yi-Hsin & Chen, Ching-Fu, 2013. "Passengers' shopping motivations and commercial activities at airports – The moderating effects of time pressure and impulse buying tendency," Tourism Management, Elsevier, vol. 36(C), pages 426-434.
    4. Konuş, Umut & Verhoef, Peter C. & Neslin, Scott A., 2008. "Multichannel Shopper Segments and Their Covariates," Journal of Retailing, Elsevier, vol. 84(4), pages 398-413.
    Full references (including those not matched with items on IDEAS)

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