Influencia del color en el comportamiento de consumo de bebidas

Content Provider	Semantic Scholar
Author	Leiva, Alulema Andrea, Jennifer
Copyright Year	2015
Abstract	This study will examine the influence of color on the purchase and consumption of beverages, a topic that concerns many people, especially the industry of food and beverages. The present study was realized at the University San Francisco de Quito, the sample consisted of three hundred six students, which were chosen via simple random selection. The participants took an on-line survey consisting of 13 questions; Survey Monkey was used as the platform for gathering the data. The study explores personality traits; preference of colors; association of beverage with chromatic features, brands; choice of drinks for the quality, price, appearance (color); association of feelings with certain brands of beverages; importance of color of the drink, color of the packaging or color the label when choosing. The parameters that were analyzed at the beginning were age and gender, then, the same parameters were analyzed globally; there were no differences between the results of either analyses. In the study, it was established that the color has an influence on the purchase and consumption of beverages, but less influence than quality and price. Also, it was established that there is preference of healthy drinks such as: water, juice, tea, independent of the color that these products have. Finally it should be noted that the color and its different manifestations are linked to culture, with the influence of advertising which induces a synergistic condition of brands, colors and feelings when choosing a specific drink.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://repositorio.usfq.edu.ec/bitstream/23000/5545/1/122814.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article