The impact of colors in print ads on purchasing decisions : Lebanese consumers' perspective

Abstract

A consumer behavior is influenced by word-of-mouth, music, advertising and product (availability, price, range, quality, design; its features and benefits it offers; size and packaging that gives information about the product inside). Although the new technology and the viral online media are becoming prevalent, the traditional print media such as newspapers, magazines and billboards are still thriving and still attractive to many people. The study explores understanding of variables such as colors in print ads, consumers' color prefrences, gender, and age among others and discusses how these variables affect the decision making of consumers in five different product categories: food, fashion, interior furniture, cars, and cosmetics. The purpose of this study is to exmine the use of colors and its significance in the Lebanese culture especially in advertisements and their impact on the Lebanese consumers' purchasing behavior. This research would help marketers to better reposition their branding and advertising strategy to capture the correct target market and hence to improve sales and increase profits. The study showed that colors in ads have an effect on purchasing behavior and shopping experience but they work in coordination with other aspects of advertising such as virtual effects, illustrations, slogan, font used in the headline of an a product price, quality, point of sale, promotion and word-of-mouth. From the quantitative study, one can deduce that color preferences have grater impact on consumers' buying behavior mostly for products related to fashion, cars and cosmetics. Also, harmonious to the concept of "buying high/low involvment products, consumers consider colors when buying high involvement products and thus results are being supported in this research.