A influência das cores da embalagem no processo de compra – estudo de caso da empresa RS embalagens

Abstract

This study aims to understand how the colors of packaging influence people at the time of purchase and to verify their influence on packaging produced by a plastic packaging company in the city of Manaus. New products appear on the Market every day and with them, more options for the consumer to choose from. In order to make a company stand out, it is necessary to use differentiation strategies and in this context packaging colors are an important tool. By understanding the influence that colors have on buying behavior, they become na instrument for manipulating or stimulating the buyer’s interests. Regarding the methodology, the research is qualitative and quantitative and statistical methods were used as analysis technique. The results showed that the company agrees that packaging influences the buyer’s behavior in attracting attention and uses color as the main resource for this purpose. With regard to company’s customers, they do not consider packaging to be the main attraction of consumer attention, but they also share the view that packaging colors can have such an effect.