The Influence Of Color Association On The Purpose Of Consumer Purchase

Inevitably, shopping is evolved into people's daily life in such a highly developed society. There are variously goods and shining stuffs flooded in department stores that arrest our attentions. We always have such feeling:after aimlessly strolling, we have bought a heap of unnecessarily commodities home. But few of us could aware that the unintentional behaviors are piloted by corporations. In order to outstand from the competitions and attach more customers, businessmen do their best to better the details of goods, including package, store display and even promoter's dressing. The thesis is trying to analyze the relationship between color association and purchase purpose of target customers and draw a conclusion finally. We all know that paint is become more and more common, whatever its function or its purpose, in our family life. As an additional instrument, color plays a fatal role in paint industrial. Now we take paint product as example, further discuss the relationship between color association and purchase purpose.Begin with the description of basic theories of color vision and customer behavior, the thesis talk to both psychology and affection represent which color brings. Thus give conclusion of the definition of color association. Base on the first part, the thesis develop a demonstration study on paint product in order to find the clue of main topic.Color association including three types:abstract association, concretion association and common association. All of them have direct effect on purchase purpose of paint consumers. Color association base on different colors bring distinct influence on purchase purpose of paint consumers.The conclusion of this thesis would help the paint corporation and top managers to find more efficiency way to blend color into their marketing strategy and win the competition in additional to increase the total sales eventually.