Análisis de la cromática en los packaging de las bebidas lojanas y su impacto emocional en el consumidor, año 2018

Abstract

Abstract:The meaning that consumers give to the color and shape of the products is created from their experience with packaging and product knowledge, the psychology of color to study the consumer has become increasingly relevant as it reveals the influence of this practice on consumers at the time of making the purchase, and in turn allows us to know the emotional impact it generates in them, thus achieving interpreting what the market is looking for when choosing a product; being one of the main attributes of loyalty to position in the market. The methods used were: inductive, deductive, descriptive for the inference of results, statistical to summarize, show and analyze information, techniques: bibliographic for the development and sustenance of the theoretical framework, surveys and interviews applied to owners and consumers of the investigated products. It concludes from the study about consumer behavior, that brands develop communication strategies based on tastes, and colors that convey positive emotions.