The keyword of color marketing is color. Today's color marketing holding cultural influence too powerful to be neglected, owes a moral duty able to reestablish healthy social culture and to put spirit into establishing various and comprehensive image rather than just meet the customers' demand or re...
The keyword of color marketing is color. Today's color marketing holding cultural influence too powerful to be neglected, owes a moral duty able to reestablish healthy social culture and to put spirit into establishing various and comprehensive image rather than just meet the customers' demand or repetitively follow the image greatly favored by people. And the application of colors and the images fitting the colors to marketing to sell goods by moving people's psychology is the tendency of today's corporation. In the era of selling image rather than goods, colors are typical tools in image making Color has become the topic in marketing by the change in consumption environment caused by the change in social structure and consumers' values on the back of economical development. This has forced corporation to change keeping pace with marketing strategy, consumers' life style and demand. That is, color marketing is in inextricable relation with public life style. This researcher has set to study on consumers' behavior in response to color marketing of home appliance with wonder by what factors consumers purchase goods ? under the circumstance of receiving consumes with characterless marketing. I combined both survey and study on the basic concept of color marketing through literature, and then based on it, I made out questionnaire. Questions were the selection standard and purchase decision at the time of purchasing appliance by consumers' sex marital status and income. Then, carried out the questionnaire for the people living in Daegeon area about the goods they will buy and that they currently have by sex, martial status and income also aiming to know the color favored by the local consumers and their involvement. Questions were consist of as follows. First, the factors affecting their selection standard and purchase decision of the consumers in Daejeon area in purchasing home appliance, second, the colors favored by local consumers, lastly, local consumers' involvement -dependent goods and colors selection pattern. The arranged integrative results of the study were the color marketing, currently being carried on by home appliance companies, lightly affecting local consumers. Besides, they valued function more than color when buying appliance, and in most cases, they bought the goods when the goods come into their favor. The local consumers liked red, that is, warm color group most, and in respect to involvement, color was valued in the selection of high involvement products, and design was preferred in the selection of low involvement products. They favored black color as the matching color disregarding involvement. This study has drawn out the results that corporations need to make effort in developing products able to satisfy local consumers' demand through more systematic analysis and examination in this individuality era in planning color marketing strategy which is the hope of this researcher.
The keyword of color marketing is color. Today's color marketing holding cultural influence too powerful to be neglected, owes a moral duty able to reestablish healthy social culture and to put spirit into establishing various and comprehensive image rather than just meet the customers' demand or repetitively follow the image greatly favored by people. And the application of colors and the images fitting the colors to marketing to sell goods by moving people's psychology is the tendency of today's corporation. In the era of selling image rather than goods, colors are typical tools in image making Color has become the topic in marketing by the change in consumption environment caused by the change in social structure and consumers' values on the back of economical development. This has forced corporation to change keeping pace with marketing strategy, consumers' life style and demand. That is, color marketing is in inextricable relation with public life style. This researcher has set to study on consumers' behavior in response to color marketing of home appliance with wonder by what factors consumers purchase goods ? under the circumstance of receiving consumes with characterless marketing. I combined both survey and study on the basic concept of color marketing through literature, and then based on it, I made out questionnaire. Questions were the selection standard and purchase decision at the time of purchasing appliance by consumers' sex marital status and income. Then, carried out the questionnaire for the people living in Daegeon area about the goods they will buy and that they currently have by sex, martial status and income also aiming to know the color favored by the local consumers and their involvement. Questions were consist of as follows. First, the factors affecting their selection standard and purchase decision of the consumers in Daejeon area in purchasing home appliance, second, the colors favored by local consumers, lastly, local consumers' involvement -dependent goods and colors selection pattern. The arranged integrative results of the study were the color marketing, currently being carried on by home appliance companies, lightly affecting local consumers. Besides, they valued function more than color when buying appliance, and in most cases, they bought the goods when the goods come into their favor. The local consumers liked red, that is, warm color group most, and in respect to involvement, color was valued in the selection of high involvement products, and design was preferred in the selection of low involvement products. They favored black color as the matching color disregarding involvement. This study has drawn out the results that corporations need to make effort in developing products able to satisfy local consumers' demand through more systematic analysis and examination in this individuality era in planning color marketing strategy which is the hope of this researcher.
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