stdClass Object
(
    [id] => 16026
    [paper_index] => 202505-07-021555
    [title] => THE INFLUENCE OF PACKAGING COLOR ON PURCHASE INTENTION AND BRAND RECOGNITION OF BEVERAGES: A STUDY IN POLLACHI
    [description] => 
    [author] => S.Haritha,Dr. C. Rajalakshmi,Dr.A.K. Kavitha
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => May
    [volume] => 12
    [issue] => 5
    [file] => fm/jpanel/upload/2025/May/202505-07-021555.pdf
    [abstract] => In the competitive world of beverage marketing, packaging plays a crucial role in influencing consumer perceptions, preferences, and buying decisions. The importance of packaging colour has been a topic of interest for marketers and researchers, as it has the potential to significantly affect consumer behaviour
This research examines the influence of packaging color on buying intention and brand recognition for beverages, specifically within the Pollachi region. The color of packaging plays a crucial role in marketing by shaping consumer perceptions and influencing behavior. Previous studies have shown that colors can evoke emotional responses, represent product quality, and increase brand visibility. This study investigates how various packaging colors impact consumer choices, purchasing actions, and the ability to identify and recall beverage brands. Using surveys and data collected from Pollachi residents, the research identifies which colors are linked to higher buying intention and stronger brand recognition. The findings suggest that particular colors elicit emotional responses and brand associations, which may lead to increased consumer preference and sales. This study emphasizes the importance of selecting the right packaging color as a strategic marketing tool for beverage brands in Pollachi and other similar rural markets. The results highlight the need for brands to choose colors that resonate with consumer expectations to enhance market positioning. Additionally, the study discusses the significance of understanding regional color preferences and their impact on consumer purchasing decisions and brand loyalty.

    [keywords] => Packaging colour, Buying intention, Brand recognition, Beverages, Consumer behaviour, brand loyalty.
    [doj] => 2025-05-14
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 44
    [journal_id] => 7
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Economics, Business and Management Studies (EBMS)
    [short_code] => IJHS
    [eissn] => 2347-4378
    [pissn] => 
    [home_page_wrapper] => images/products_image/2.EBMS.png
)
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