Dimensionality of the Consumer Perceived Value of Product Colour

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Title: Dimensionality of the Consumer Perceived Value of Product Colour
Author: Kiehelä, Hanna
Contributor: Svenska handelshögskolan, institutionen för marknadsföring, marknadsföring
Hanken School of Economics, Department of Marketing, Marketing
Publisher: Svenska handelshögskolan
Date: 2014-05-19
Belongs to series: Economics and Society – 269
ISBN: 978-952-232-226-5 (printed)
978-952-232-227-2 (PDF)
ISSN: 0424-7256 (printed)
2242-699X (PDF)
URI: http://hdl.handle.net/10138/45306
Abstract: Consumers’ product assessments are largely based on colour, and a product’s colour can increase consumer satisfaction, awareness and loyalty. However, existing colour research is fragmented and calls for theoretically-enhanced understandings of the role of colour in consumer product perception. The existing colour research mainly focuses on consumers’ immediate reactions when exposed to colours although studies show that consumers evaluate products differently in purchase and in use. Therefore, to fully understand how consumers are affected by colour, it is insufficient to study instant reactions. Existing colour studies often explore colour in general, without a product context, although the influence of colour on consumers needs an interpretative significance. Thus, colour perception cannot be examined independently of the determined object. This thesis analysed how consumers perceive the value of colour in relation to products. This has not been extensively examined before although consumers have been found to relate colour to the perceived value of products. Studying the perceived value of product colour allowed this thesis to widen the time scope from consumers’ immediate reactions to using products in everyday life. Two studies were conducted on how consumers perceived the value of product colour by empirically studying the objects of cars and mobile phones. The first study, based on 39 interviews, resulted in an inductive conceptualisation of how consumers perceived the value of colour in relation to products. This study has several important findings: Consumers perceive the value of product colour on three value dimensions – experiential, symbolic and functional; In each dimension, there is a consumer perceived colour preference scale which consists of desirable, tolerable and unacceptable colours; The colour preference scales of the three value dimensions may sometimes clash when consumers prefer different colours in each value dimension, which leads them to make trade-offs between the dimensions; Additionally, an unacceptable colour in any dimension may lead consumers to decide against making a purchase. The second study – an online study with 655 respondents – corroborated this conceptualisation. This thesis contributes to existing research on perceived value and colour by demonstrating that product colour is an important but neglected aspect of perceived value, by illustrating the dimensionality of the perceived value of product colour and by proposing trade-offs between the value dimensions – a currently understudied area. The recommendation is for companies to acknowledge the dimensionality of the perceived value of product colour. This would enable manufacturers to better evaluate how consumers perceive new product colours, and retailers to provide customers with better service expertise and assistance, thus likely increasing purchase intentions and customer satisfaction.
Subject: perceived value

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