Clout of colours on consumer food choices

Abstract

Colour is a phenomenon that is stimulated by light. It is considered as a source of information. Generally it has been observed that 62-90 per cent of the assessment of people or object is through colour, as it paves way in making judgment within 90 seconds. Product colours not only help in differentiating it from the competitors but also in influencing the people mood in a positive and negative aspect. Colour plays a major role in influencing people emotion and mood because generally the mood of people is unstable. Colour helps in influencing the attitude of the customers. Marketers should select the right colour as it results in enormous sales. The consumer behavior is dynamic and although many factors influence the food choices, colour also plays a crucial role in influencing the purchase. The study was conducted to study the impact of colour on the food choices of people across the Chennai city. Primary data was collected through questionnaire and analysed using statistical tool. Results indicate that colour helps identifying the flavor of the food correctly.