The Impact of Packaging Color on Brand Memorization among Children (7-12 years old)

Document Type : Research Paper

Authors

1 Associate Prof., Faculty of Management and Accounting, Shahid Beheshti University,Tehran, Iran.

2 MSc., Faculty of Management and Accounting, Danesh Alborz University, Qazvin, Iran.

3 Ph.D. Candidate., Faculty of Management And Accounting, Shahid Beheshti University, Tehran, Iran.

Abstract

Objective: In recent years, children have been the focus of attention due to social and cultural changes. This has led children to become involved in purchasing decisions and to become consumers. Meanwhile, due to the children’s low ability to process information, companies face challenges in introducing their products to this group of consumers. The aim of this study was to understand the effect of packaging colors (chromatic color versus achromatic color) on brand memory in children. Therefore, we are looking for a response to the following questions: What is the effect of chromatic color packaging on children’s memorization of business brands? What is the difference between chromatic and achromatic packages? Finally, this study examines the effect of children's age and educational level on brand memorization and also their effect (age and educational level) on the relationship between packaging color and brand memorization.
Methodology: This applied research was conducted based on the survey method and the data were collected through an experimental design. The statistical population of this study included the children aged six to twelve years of primary schools in Qazvin province and a sample of 372 children was considered using simple random sampling. In order to evaluate the effect of packaging color on brand memorization, in the first test, two packages of orange juice, a red (chromatic) and a gray (achromatic) package were made by Photoshop software and presented to the children. In the second experiment and in order to measure brand recognition, four brands were designed on four cards (two cards with chromatic colors and two cards with achromatic colors). Only two brands were shown to the children at the beginning of the experiment. The children were then asked to select the letters they had already seen. The data analysis was performed using IBM SPSS software as well as chi-square test, cross-puzzle, and logistic regression.
Findings: The results of the study showed that chromatic color is more desirable for children and are more successful in brand memorization. In addition, the younger children are more likely to be influenced by chromatic colors in brand memorization.
Conclusion: If the children and teenagers are regarded as the target population for a company, choosing the color of the packaging is considered as a strategic decision for that company because it allows the children to recognize the brand. Color as a powerful tool and an important visual stimulus can influence children’s shopping behavior. According to the research results, chromatic packaging color can play an important role in brand memorization in children and this issue is different in children of different ages. Therefore, the companies whose target market includes children can use this issue in their differentiation strategies

Keywords

References

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Journal of Business Management
Volume 13, Issue 1
2021
Pages 209-227

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