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CONSUMERS’ COLOR PERCEPTION AND GENDER: A RESEARCH FROM MARKETING PERSPECTIVE

Year 2015, Volume: 8 Issue: 1, 183 - 221, 10.10.2017

Abstract



The colors possessed
by physical objects can affect people’s feelings, thoughts, and even physiology
in different ways. In terms of marketing, color is an important factor that
must be used with care at almost every stage of marketing such as product
development, product management, pricing, distribution and promotion. The
purpose of this study is to reveal the color perception of the people in terms
of marketing by considering the gender variable. Survey data were collected by
face-to-face survey method. The study was carried out in Bursa city/Turkey and the
obtained data were evaluated by frequency analysis. As a result of the
analysis, color perception of consumers and gender differences in color
perception are revealed. If gender is taken into consideration, marketing
executives can effectively use colors in their products and packaging,
expressing the country’s origin, creating brand and company image, creating
advertising campaigns, and creating a store (online and offline) atmosphere.




References

  • Akcay, Okan; Dalgin, Muhammed H. ve Bhatnagar, Swati (2011). “Perception of Color in Product Choice Among College Students: A Cross-National Analysis of USA, India, China and Turkey’’. International Journal of Business and Social Science, 2(21), 42-48.
  • Aktekin, Deniz Başbınar; Şimşek, Yusuf ve Kaplan, Birsen (2011). “Renklerin Duygular Üzerine Etkisi’’. Maltepe Tıp Dergisi, 3(1), 31-33.
  • Arslan, F. Müge (2011). Mağazacılıkta Atmosfer. İstanbul: Beta Yayıncılık.
  • Aslam, Mubeen M., (2006). “Are You Selling The Right Colour: A-Cross-Cultural Review of Colour as a Marketing Cue’’. Journal of Marketing Communications, 12(1), 14-30.
  • Babolhavaeji, Milad; Vakilian, Mahnaz Asefpour ve Slambolchi, Alireza (2015). “Color Preferences Based on Gender As a New Approach in Marketing’’. Advanced Social Humanities and Management, 2(1), 35-44.
  • Batur, Meral (2016). “Huzurun Rengi Mavi’’. İnönü Üniversitesi Sanat ve Tasarım Dergisi, 6(13), 279-292.
  • Clarke, Irvine; Honeycutt, Earl D. (2000). “Color Usage in International Business-to-Business Print Advertising”. Industrial Marketing Management, 29(3), 255-261.
  • Coşkuner, Süreyya (1995). Renkler ve Kişiliğiniz. İzmir: Site Ofset.
  • Çağan, Mehmet (2007). Rengi Rengine. İstanbul: Sistem Yayıncılık.
  • Elliot Andrew J.; Maier, Markus A., (2007). “Colour and Psychological Functioning”. Association for Psychological Science, 16(5), 250-254.
  • Funk, Debby; Ndubisi, Nelson Oly (2006). “Color and Pruduct Choice: A Study of Gender Roles”. Management Research News, 29(1/2), 41-52.
  • Grossman, Randi Priluck; Wisenblit, Joseph Z. (1999). “What We Know About Consumer’s Color Choices’’. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.
  • Holtzschue, Linda (2009). Rengi Anlamak. Akdenizli, Fuat (Çev.). İzmir: Duvar Yayınları.
  • Hossein-Nezhad, Zahra; Kavehnezhad, Katayoun (2013). “Choosing the Right Color: A Way to Increase Sales”. International Journal of Asian Social Science, 3(6), 1442-1457.
  • Hynes, Niki (2009). “Colour and Meaning in Corporate Logos: An Empirical Study’’. Journal of Brand Management, 16(8), 545-555.
  • Keskar, Gulab (2010). “Color Psychology and its Effect on Human Behavior”. Paintindia, 60(5), 61-64.
  • Lewison, Dale M. (1991). Retailing. New York: Macmillan Publishing.
  • Lichtenfeld, Stephanie; Elliot, Andrew J.; Maier, Markus A. ve Pekrun, Reinhard (2012). “Fertile Green: Green Facilitates Creative Performance”. Personality and Social Psychology Bulletin, 38(6), 784-797.
  • Madden, Thomas J.; Hewett, Kelly ve Roth, Martin S. (2000). “Managing İmages in Different Cultures: A Cross-National Study of Color, Meanings and Preferences”. Journal of International Marketing, 8(4), 90-107.
  • Mazlum, Özge (2011). “Rengin Kültürel Çağrışımları”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 31, 125-137.
  • Meyers, Herbert M.; Lubnier, Murray J. (2003). Başarılı Ambalaj Başarılı Pazarlama. Üsdiken, Zehra (Çev.). İstanbul: Rota Yayınları.
  • Özer, Deniz (2012). “Toplumsal Düzenin Oluşmasında Renk ve İletişim”. Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi, 3(6), 268-281.
  • Pantin-Sohier, Gaelle; Decrop, Alain ve Bree, Joel (2005). “An Empirical Investigation of the Product’s Package as an Antecedent of Brand Personality”. Innovative Marketing, 1(1), 69-80.
  • Sable, Paul; Akcay, Okan (2010). “Color: Cross Cultural Marketing Perspectives as to What Governs Our Response to it”. Proceedings of ASBBS, 17(1), 950-954.
  • Shi, Tommy (2013). “The Use of Color in Marketing: Colors and Their Physiological and Psychological Implications’’. Berkeley Scientific Journal, 17(10), 1-6.
  • Singh, Satyendra (2006). “Impact of Color on Marketing”. Management Decision, 44(6), 783-789.
  • T.C. Bursa Valiliği, http://www.bursa.gov.tr/icerik/240/nufus.html, (Erişim Tarihi: 02.07.2015)
  • Uçar, Tevfik Fikret (2004). Görsel İletişim ve Grafik Tasarım. İstanbul: İnkılap Kitabevi.
  • Wang, Tingting; Shu, Siyun ve Mo, Lei (2014). “Blue or Red? The Effects of Colour on the Emotions of Chinese People”. Asian Journal of Social Psychology, 17(2), 152-158.

TÜKETİCİLERİN RENK ALGISI VE CİNSİYET: PAZARLAMA BAKIŞ AÇISINDAN BİR ARAŞTIRMA

Year 2015, Volume: 8 Issue: 1, 183 - 221, 10.10.2017

Abstract



Fiziksel
objelerin sahip olduğu renkler, insanların duygularını, düşüncelerini hatta
fizyolojilerini dahi farklı şekillerde etkileyebilmektedir. Pazarlama açısından
renk unsuru, yeni ürün geliştirme ve ürün yönetimi, fiyatlama, dağıtım ve
tutundurma gibi pazarlamanın hemen her aşamasında dikkatle kullanılması gereken
önemli bir faktördür. Bu çalışmanın amacı, pazarlama açısından kişilerin renk
algısını cinsiyet değişkenini de dikkate alarak ortaya koymaktır. Araştırma
verileri yüz yüze anket yöntemiyle toplanmıştır. Araştırma Bursa/Türkiye
gerçekleştirilmiş olup, elde edilen veriler frekans analiziyle
değerlendirilmiştir. Analiz sonucunda tüketicilerin renk algısı ve renk
algısındaki cinsiyet farklılıkları ortaya konmuştur. Eğer cinsiyet değişkeni de
dikkate alınırsa, pazarlama yöneticileri üründe ve ambalajında, ülke orijinini
ifade etmede, marka ve şirket imajı oluşturmada, reklam kampanyalarında ve
mağaza (çevrimiçi ve çevrimdışı) atmosferini oluşturmada renkleri etkin bir
şekilde kullanabilirler.




References

  • Akcay, Okan; Dalgin, Muhammed H. ve Bhatnagar, Swati (2011). “Perception of Color in Product Choice Among College Students: A Cross-National Analysis of USA, India, China and Turkey’’. International Journal of Business and Social Science, 2(21), 42-48.
  • Aktekin, Deniz Başbınar; Şimşek, Yusuf ve Kaplan, Birsen (2011). “Renklerin Duygular Üzerine Etkisi’’. Maltepe Tıp Dergisi, 3(1), 31-33.
  • Arslan, F. Müge (2011). Mağazacılıkta Atmosfer. İstanbul: Beta Yayıncılık.
  • Aslam, Mubeen M., (2006). “Are You Selling The Right Colour: A-Cross-Cultural Review of Colour as a Marketing Cue’’. Journal of Marketing Communications, 12(1), 14-30.
  • Babolhavaeji, Milad; Vakilian, Mahnaz Asefpour ve Slambolchi, Alireza (2015). “Color Preferences Based on Gender As a New Approach in Marketing’’. Advanced Social Humanities and Management, 2(1), 35-44.
  • Batur, Meral (2016). “Huzurun Rengi Mavi’’. İnönü Üniversitesi Sanat ve Tasarım Dergisi, 6(13), 279-292.
  • Clarke, Irvine; Honeycutt, Earl D. (2000). “Color Usage in International Business-to-Business Print Advertising”. Industrial Marketing Management, 29(3), 255-261.
  • Coşkuner, Süreyya (1995). Renkler ve Kişiliğiniz. İzmir: Site Ofset.
  • Çağan, Mehmet (2007). Rengi Rengine. İstanbul: Sistem Yayıncılık.
  • Elliot Andrew J.; Maier, Markus A., (2007). “Colour and Psychological Functioning”. Association for Psychological Science, 16(5), 250-254.
  • Funk, Debby; Ndubisi, Nelson Oly (2006). “Color and Pruduct Choice: A Study of Gender Roles”. Management Research News, 29(1/2), 41-52.
  • Grossman, Randi Priluck; Wisenblit, Joseph Z. (1999). “What We Know About Consumer’s Color Choices’’. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.
  • Holtzschue, Linda (2009). Rengi Anlamak. Akdenizli, Fuat (Çev.). İzmir: Duvar Yayınları.
  • Hossein-Nezhad, Zahra; Kavehnezhad, Katayoun (2013). “Choosing the Right Color: A Way to Increase Sales”. International Journal of Asian Social Science, 3(6), 1442-1457.
  • Hynes, Niki (2009). “Colour and Meaning in Corporate Logos: An Empirical Study’’. Journal of Brand Management, 16(8), 545-555.
  • Keskar, Gulab (2010). “Color Psychology and its Effect on Human Behavior”. Paintindia, 60(5), 61-64.
  • Lewison, Dale M. (1991). Retailing. New York: Macmillan Publishing.
  • Lichtenfeld, Stephanie; Elliot, Andrew J.; Maier, Markus A. ve Pekrun, Reinhard (2012). “Fertile Green: Green Facilitates Creative Performance”. Personality and Social Psychology Bulletin, 38(6), 784-797.
  • Madden, Thomas J.; Hewett, Kelly ve Roth, Martin S. (2000). “Managing İmages in Different Cultures: A Cross-National Study of Color, Meanings and Preferences”. Journal of International Marketing, 8(4), 90-107.
  • Mazlum, Özge (2011). “Rengin Kültürel Çağrışımları”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 31, 125-137.
  • Meyers, Herbert M.; Lubnier, Murray J. (2003). Başarılı Ambalaj Başarılı Pazarlama. Üsdiken, Zehra (Çev.). İstanbul: Rota Yayınları.
  • Özer, Deniz (2012). “Toplumsal Düzenin Oluşmasında Renk ve İletişim”. Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi, 3(6), 268-281.
  • Pantin-Sohier, Gaelle; Decrop, Alain ve Bree, Joel (2005). “An Empirical Investigation of the Product’s Package as an Antecedent of Brand Personality”. Innovative Marketing, 1(1), 69-80.
  • Sable, Paul; Akcay, Okan (2010). “Color: Cross Cultural Marketing Perspectives as to What Governs Our Response to it”. Proceedings of ASBBS, 17(1), 950-954.
  • Shi, Tommy (2013). “The Use of Color in Marketing: Colors and Their Physiological and Psychological Implications’’. Berkeley Scientific Journal, 17(10), 1-6.
  • Singh, Satyendra (2006). “Impact of Color on Marketing”. Management Decision, 44(6), 783-789.
  • T.C. Bursa Valiliği, http://www.bursa.gov.tr/icerik/240/nufus.html, (Erişim Tarihi: 02.07.2015)
  • Uçar, Tevfik Fikret (2004). Görsel İletişim ve Grafik Tasarım. İstanbul: İnkılap Kitabevi.
  • Wang, Tingting; Shu, Siyun ve Mo, Lei (2014). “Blue or Red? The Effects of Colour on the Emotions of Chinese People”. Asian Journal of Social Psychology, 17(2), 152-158.
There are 29 citations in total.

Details

Journal Section Articles
Authors

Ayşe Bican Şen

Erkan Özdemir

Publication Date October 10, 2017
Submission Date October 26, 2017
Published in Issue Year 2015 Volume: 8 Issue: 1

Cite

APA Bican Şen, A., & Özdemir, E. (2017). CONSUMERS’ COLOR PERCEPTION AND GENDER: A RESEARCH FROM MARKETING PERSPECTIVE. International Journal of Social Inquiry, 8(1), 183-221.

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