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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-14编辑:felicia点击率:30353
论文字数:15150论文编号:org201408140855573358语种:英语 English地区:中国价格:免费论文
关键词:市场营销包装设计消费者行为颜色选择consumer behaviourcolourpackaging
摘要:本文是一篇市场营销留学论文。产品要想获得市场成功,第一眼引起消费者注意的就是包装设计,特别是包装的颜色选择,包装专业人员熟知消费者的心理需求,才能使这些产品更容易引其消费者的注意。本文简要分析产品包装中色彩选择的重要性。
2.3.2) The Meaning of Colour
To determine the meanings consumers associate with the ten colours, respondents rated each colour.
A consistent pattern of colour clusters emerged for each country. The most striking patterns are the clustering of blue, green, and white and of black and brown. Both of these clusters are evident in all six countries and imply that, within each country, consumers associate each colour in the cluster with similar meanings; however, the meanings may vary by culture.
Gold, orange, and yellow also tend to cluster close to one another and usually near the origin of the maps. Purple is close to gold, orange, and yellow in some countries and close to black and brown in others. Red is the one colour that tended not to cluster with any of the other colours.
Blue, green, and white cluster together in all six countries which indicates that they share similar meaning associations. In all countries, blue, green, and white are strongly associated with 'peaceful,' 'gentle,' and 'calming.' In some countries, consumers also associated 'beautiful' (Morocco and Senegal) and 'pleasant' (Pakistan) with blue, green, and white. Although these three colours share meaning cross-culturally, they also convey unique meanings in different countries.
Black and Brown: The colours black and brown tend to cluster together on the perceptual maps and appear separate from the other colours, typically off to one end of the map and often in a totally separate quadrant from the other colours. Black and brown tend to have strongly held associations of 'sad' and 'stale' across cultures. Additional meaning associations of 'formal' ( Colombia) and 'masculine' (Uzbekistan) were evident in some countries, indicating again both universal and unique meanings for black and brown across cultures.
Gold, Orange, and Yellow: In general, there appears to be less consistency among the proximity of these colours to one another compared with the previous two clusters. One explanation for the loose fit of these three colours is that they are not perceived to be as similar as some of the other colours in terms of meaning associations. Another potential explanation is that they do not possess strong associations with any of the colour meanings and therefore locate close to the origin and close to one another.
Purple. For the two Asian countries (Pakistan and India), purple tends to cluster close to brown. In each of these countries, purple is as similar to brown as brown is to black.
Red: The colour red tended to stand alone--that is, it did not cluster with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。