Torr, kall och gratis - men vilken färg? : Köpintention och etikettfärg: En analys av champagnekonsumenter

Sammanfattning

Bachelor's degree thesis in business administration Title: Dry, cold, and free - but what color? Authors: Gustav Sjöstedt & Thomas Björkander Examiner: Kaisa Lund Supervisor: Michaela Sandell Language: Swedish Background: Color is a key element of packaging design and influences consumers' emotional and cognitive responses which can shape their perceptions and purchase intention. In the luxury segment, the visual elements of packaging are crucial to signal certain elements but how specific colors influence these perceptions is still unexplored. Purpose: to analyze the relationship between the color of the label on a champagne bottle and consumer purchase intention. Research question: How does the color of champagne labels affect the consumer's purchase intention of champagne; measured in the dimensions of relaxation, curiosity, and image? Methodology: The research question is central to the quantitative method which is answered by analyzing data through paired-samples t-test in SPSS from a visual questionnaire that generates 256 accepted respondent answers quantified by Likert scale. Conclusion: The study demonstrates that the color of a champagne label influences consumer purchase intention through the dimensions of relaxation, curiosity, and image, with yellow labels generating the highest purchase intention and purple having the lowest effect. Contribution to science: The study contributes with the development and validation of a model that measures purchase intention through three intermediate dimensions. The model provides a more nuanced way of understanding how visual design elements such as label color can influence consumer behavior in luxury products. The study addresses the problem of directly measuring purchase intention and provides companies with a tool for strategic color selection in their packaging design. Keywords: Purchase intention, purchase intent, champagne, packaging design, quantitative method, label color, consumer behavior, relaxation, curiosity, image, marketing, luxury products, visual communication, color psychology, survey study, statistical analysis, paired-samples t-test.