Funk, Debby Chi Ling (2004) The impact of consumer favourite colour on consumer choices. Masters thesis, Universiti Malaysia Sabah.
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Abstract
This research investigates the impact of consumers favourite colour on consumer choices in Kata Kinabalu. Structured questionnaire was used to survey consumers in Kata Kinabalu. A total of 262 questionnaires were collected from respondents in Kata Kinabalu, Malaysia. These individuals were selected randomly. Only 196 copies of the questionnaire returned were usable thereby indicating a total response rate of 74.8%. The results show that blue is the most popular colour among the respondents. The results further show that colour preferences and normative colour are strong determinants of packaged products choice, while choice of CAR (unpackaged product) is determined by attitude towards colour, colour attractiveness, normative colour and colour preferences. Gender does not moderate the relationship between colour dimensions and choice of packaged products. Gender moderates the relationship between colour significance, attitude, colour attractiveness and colour preferences in one hand and choice of unpackaged product (CAR) in the other. Details of the findings and implications are being discussed.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Consumer behaviour, Colour preference, Product choice, Packaged products, Unpackaged products |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | SCHOOL > School of Business and Economics |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 29 Sep 2025 11:38 |
| Last Modified: | 29 Sep 2025 11:38 |
| URI: | https://eprints.ums.edu.my/id/eprint/45241 |
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