Investigation of the Effect of Color Preferences on Product Preferences with the Moderating Role Demographic Factors) Case Study: Sport Shoe Buyers)

Products need to have high quality as well as acceptable appearance. Due to the extremely high expressive quality of the colors in the products, knowledge and understanding of the visual element is considered very difficult and yet critical step in the product design. The systematic design of sports shoes is the first step to success in global industry competition and the color element in shoes is considered a critical role in design and customers attraction, and the preferenced colors for this product in various segments of society should be identified. Given the importance of this issue, this paper investigates the effect of color preferences on product preferences with the moderating role of age, gender and education. The research methodology is of descriptive_survey type and data were collected from 400-person with different ages, gender and education in Tehran city. The conceptual model consists of three main variables. To test the hypotheses, the chi-square test, Friedman and regression were used. Results showed that age, gender and education have moderating impact on the relationship between color preferences and product preferences. Color preferences are also significantly related to product preference.