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ort that blue is the colour chosen most often, except by respondents from Senegal and the Transkei, who prefer red and black. In India, Hindus consider orange the most sacred colour, whereas the Ndembo in Zambia do not even consider orange a separate colour (Tektronix 1998).

Prior research has assessed colour preferences and associations; however, few studies have assessed the meaning of colour or the preference for colour combinations. It is important for marketers to understand which colours are preferred by people. However, if marketing managers are going to use colour to create, maintain, or modify brand images in consumers' minds, they must understand what meanings are associated with different colour combinations. Many times, brands and their packaging and collateral are specific combinations of colour. Colour combinations are considered culturally bound with certain ideologies and traditions .The combination of colours selected for products, logos, and so forth may convey meaning as a result of the specific colour pairings. For example, black on red signifies happiness to Chinese people, and therefore the colour combination is commonly used for wedding invitations. A combination of red over white represents celebration and signifies the life force to the Japanese. Red and white is a combination used for ritual decorations in Melanesia and for representing the Sacred Heart of the Catholic Church in Mexico (Tektronix 1998).

Chapter 3:Overview of the soft drink industry

1) Soft drinks packaging

Drinks packaging throughout the UK and Europe is both dynamic and volatile. In 2000, there was a boost in drinks consumption as the new millennium was celebrated nationally. Thereafter, there was a downturn in consumption at the possibility of recession became increasingly likely.

In mid-summer 2003 the hotter than average weather appeared to have pushed aside the fears of the drinks packaging industry, with many in the industry reporting greatly improved first -half results

2) Market Size:

The UK soft drinks industry is high volume business with millions of units being sold each year.

However, owing to the units' low profit margins, the challenge for the industry is to absorb compliance costs, while remaining competitive in an intensely price-focused market.

Carbonates continue to account for more than 50% of the soft drinks market with consumption increasing at an annual rate of around 5%.

Of this total, cola drinks command around 50 %, with consumption of around 5.3 billion litres annually. This market has seen a number of developments in packaging, most notably the sizing of the 33 cl contoured glassed bottle from Coca- Cola and the introduction of a black sculpted glass bottle for sale through the off-licence trade. There has been clear trend towards larger bottle sizes with increasing consumption of 2 and 3 litres bottles.

PET has gained sales from its traditional 1.5 litre bottles through greater usage of 0.5 litre, reseal able contoured bottles, offering strong competition to light metal packaging. Trade estimates sug本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。