The role of product color in consumer behavior

Psychological approaches and consumer personality traits in changing consumer behavior is a key product marketing strategy. Sensory marketing and its related elements in order to influence consumer behavior and emotional arousal of customers or mental imagery are new tools of marketing management. Product color is one of the first variables that the consumer encounters when viewing the product, so it will have the greatest impact on the visual and perceptual sense of customers. Color psychology is used in product design and marketing not only for aesthetics and physical appeal, but also as a tool to convey meaning, evaluate, judge, and provide information to consumers. This study was conducted by qualitative method with constructive grounded theory approach. This study aimed to provide a comprehensive framework on the role of product color in consumer behavior. Using constructive grounded analysis, 41 sub-categories and eight main categories were identified and the theory was presented based on the Charmaz method. The main categories of the role of product color in consumer behavior include psychological dimensions of the product, personal interests and preferences, consumer response, socio-cultural dimension, biological / physical / sensory-motor responses, color characteristics and finally consumer demographics.