Assessing the İmportance of Colour-Flavour Association in Determining the Brand Recall of the Product (Lays)
Studies suggest that packaging and its elements play a very important role in appealing the consumers. Among all the elements influencing the purchase decision of a low involvement product, colour attracts the consumer the most and differentiates from other products.
Consumers notice the congruency between the packaging colour and the flavour in impulse purchase products. This research intends to measure the vitality of the packaging colour and its association with the flavour to recall the brand. A structured questionnaire was used to conduct this study. Cross modality between the colour and the flavour in the packaging of Lays was used in the questionnaire. The research also studied whether or not a bias of colour is present among the consumers for the new flavours that are not available in the market. The null hypotheses for both was rejected concluding that consumers do not tend to recall the interchanged colour flavour packaging and thus they fall back on their past memory. And also suggested that there exists a bias in consumers of colour for new flavours as well.