Last modified: 2014-10-24
Abstract
PRODUCT COLOR CHOICE AND MEANINGS OF COLOR FOR TEENAGERS
Okan Akcay, D.B.A.
Professor of Marketing College of Business
Kutztown University of Pennsylvania
ABSTRACT:
The teenage market has become a very important consumer segment and has strong buying power in the USA. The population of teenagers is over 32 million and growing at twice the rate of the overall U.S. population. The teenage market represents incredible opportunity for marketers who understand the consumer behavior of teenagers. Marketers know that product color influences a consumer’s decision to purchase a product. Consumers make decisions within minutes of seeing the product. Color connects the consumer more quickly than any other identifying characteristic. Research suggests that meanings of color and product color choices vary according to age, gender and ethnicity of consumers.
The focus of this paper is to analyze the meanings of color and the variety of product color choices of teenagers. In this research paper, data was collected in two high schools. The questionnaire was divided into four sections. The first section deals with the importance of color when purchasing nineteen different products. The second section concern favorite products colors for frequently purchase products. The third section deal with the meanings of nine different colors among teenagers. The last section covers demographic variables; age gender and ethnicity. The author will carry out a literature review, analyze the collected data and present the findings.