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- 발행기관 : GRADUATE SCHOOL OF BUSINESS ADMINISTRATION UNIVERS (검색결과 1 건)
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A Study on the Effects of Colors, as Sales Promotion Tool, on Consumer Responses
Ahn, Tae Seop GRADUATE SCHOOL OF BUSINESS ADMINISTRATION UNIVERS 2005 국내석사
Colors that stimulate the sentiments of consumers are indispensable in today's marketing managemnet paradigm. While companies apply and combile marketing-related sciences to engage in new marketing strategies, color strategies are critical for them to adapt themselves to changes in external environments, and furthermore, create and lead changes themselves. We are witnessing a rapidly changing era. The power of colors helps large companies to build their image and gain reputation for their products. The more power and influence colors yield, the more customer needs are created. Colors exercise great influence on product elements such as product development and planing, merchandising and packaging, and marketing mixes derived from related service mixes, advertisements, PR, POP(Point of Purchase), display, interior design, and communication mixes. Companies can use colors to promote sale, increase sales volumes, and create high added values, and new demands of the general public can be found with color marketing. Colors are a indispensable element of their daily living. Now products which make great use of colors can sell. Nevertheless, colors should not be understood as a simple marketing theory. Colors need to be extracted based on research of consumer's sentiments and images, and a new marketing theory should be established based on such research results. Colors marketing requires revolutionary thinking. Understanding Color marketing does not simply mean knowing colors and refining one's sense of colors. Color marketing is a realistic strategy that can read trends of an age. It is increasingly recognized as the most effective tool to renew corporate marketing concepts. Color marketing is emerging as a core concept in marketing strategies as consumer senses mature and the quality of living improves. The purpose of this research aims to learn about what impacts color marketing strategies have on consumers' purchase behaviors and more effective and plausible ways to set up marketing strategies
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