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behaviour. Consumer behaviour involves the thoughts and feelings people experience paired off with the actions performed during the shopping process (Peter and Olson 1999).

When a choice has to be made, a consumer may use the information of size, texture, shape, price, or ingredients to make the decision of which product to purchase especially when setting quality.

Thus, it is interesting to investigate the effect of colours used in packaging on consumer behaviour.

2.1The Psychology of Consumer behaviour

The study of consumers help firms and organisations improve their marketing strategies by understanding their behaviour.

One official definition of consumer behaviour is: “the study of individuals, groups or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society”. (Hawkins, Best, and Coney, 2001, p7.)

Each organisation provides some products that are used by some consumers, even though we may not always recognise the products or consumers as such.

2.2 Factors taken into account when packaging a product

Packaging is used to protect the product from damage during shipping and handling, and to lessen spoilage if the protection is exposed to air or other elements. The design is used to attract customer's attention as they are shopping or glancing through a catalogue or website. This is particularly important for customers who are not familiar with the product and in situations where a product must stand out among thousands of other products. Packaging designs that standout are more likely to be remembered on future shipping trips.

Packaging design and structure can also add value to a product. For instance, benefits can be obtained from package structures that make the product easier to use while stylistic designs can make the product more fascinating to display in the customer's home.

Decisions made about packaging must not only be accepted by the final customer, they may also have to be accepted by distributors who sell the product for the supplier. For example, a retailer may not accept packages unless they conform to requirements they have for storing products on their shelves.

Companies usually create a package for a lifetime. As a matter of fact , changing a product's packaging too frequently can have negative effects since customers become conditioned to locate the product based on its package and may be confused if the design is modified.

Marketers have long used the colour and design of their product packaging to produce brand awareness. Traditionally, changes to a product's look have been undertaken as little as possible as to preserve that hard won brand recognition. Today, rather than sticking with one colour scheme, companies must constantly update their image to keep them as fresh and exciting as the competition's.

Packaging decisions must also include an assessment of its environmental impact es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。