Colors of entrepreneurial success: packaging and the purchase decision in food products (#248)

Authors

Corrales Ayay, Yadhira Yazmin

Nunton Cango, Ana Carolina

Vidal Taboada, Silvia Lourdes

Castañeda Gonzales, Jaime Laramie

Abstract

The colors of the packaging is a crucial element in the consumer's perception, since it has a powerful influence on the purchase decision, which is why entrepreneurs, aware of this reality, implement it in their businesses. The objective of this study was to determine the relationship between packaging color and the purchase decision in food products, adopting a correlational scope, a quantitative approach, which allowed to have measurable and concise results. Also, a survey was applied to a sample of 380 female entrepreneurs, rating their answers on a Likert scale of 1- 5. Additionally, to contribute to the results, the working hypothesis was accepted to demonstrate the relationship between both variables, indicating that the color of the packaging influences the purchase decision. Mainly, cool colors (blue and green) were more prominent in a purchase, given that colors are associated with health, sustainability and trust. On the other hand, studies have shown that warm colors (red and yellow) are perceived as less healthy products and this makes it difficult for consumers to choose a food product. In conclusion, brands should understand and strategically apply colors in their packaging to improve their positioning in the market and encourage more favorable purchasing decisions.