You want to investigate the relationship between color and consumer behavior to help brands choose the...

  
 

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You want to investigate the relationship between color and consumer behavior to help brands choose the right color story for their products and services. There's no denying the impact of color on marketing. From influencing impulse buying to establishing trust, the colors you choose for your retail space, brand, and packaging can elicit different responses from your clients and create optimal environments for transacting and creating brand awareness. Blue, for example, is the most universally accepted color and generally causes people to respond positively. Many researchers believe this positive reaction is due to the way our ancestors saw the color blue in favorable weather or a refreshing watering hole. In an article written by the Daily Mail, researchers found that the use of the color red encouraged impulse buying while navy blue triggered a more thoughtful and budget-conscious purchase response. Hence, the notion that colors affect our behavior is not a new concept in marketing, or any other professional field. People respond to colors from a place that is both psychological and deeply personal. a. Extract important keywords from the case material (and also imagine new) to develop a basic, three-tier conceptual framework with input, process, output concepts. Identify any four variable types and operationalise the dependant variable of your framework using any two indicators. [30 Marks] b. Using the context of the case, formulate one research question. Using the following scaling techniques, how the data will be collected for the stated b. Using the context of the case, formulate one research question. Using the following scaling techniques, how the data will be collected for the stated research question? [10 Marks] i) Likert scale ii) Semantic-differential scale iii) Staple scale c. Suggest an appropriate data collection method for this study. Give at least three reasons. [10 Marks] You want to investigate the relationship between color and consumer behavior to help brands choose the right color story for their products and services. There's no denying the impact of color on marketing. From influencing impulse buying to establishing trust, the colors you choose for your retail space, brand, and packaging can elicit different responses from your clients and create optimal environments for transacting and creating brand awareness. Blue, for example, is the most universally accepted color and generally causes people to respond positively. Many researchers believe this positive reaction is due to the way our ancestors saw the color blue in favorable weather or a refreshing watering hole. In an article written by the Daily Mail, researchers found that the use of the color red encouraged impulse buying while navy blue triggered a more thoughtful and budget-conscious purchase response. Hence, the notion that colors affect our behavior is not a new concept in marketing, or any other professional field. People respond to colors from a place that is both psychological and deeply personal. a. Extract important keywords from the case material (and also imagine new) to develop a basic, three-tier conceptual framework with input, process, output concepts. Identify any four variable types and operationalise the dependant variable of your framework using any two indicators. [30 Marks] b. Using the context of the case, formulate one research question. Using the following scaling techniques, how the data will be collected for the stated b. Using the context of the case, formulate one research question. Using the following scaling techniques, how the data will be collected for the stated research question? [10 Marks] i) Likert scale ii) Semantic-differential scale iii) Staple scale c. Suggest an appropriate data collection method for this study. Give at least three reasons. [10 Marks]

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Extracting Key Concepts and Building a Framework a Input Concepts Color Independent Variable Brand Moderator Variable Cultural Background Moderator Va... View the full answer