Role of Colours in Consumer Preferences

Colours play a vital role in almost our everyday lives and contribute significantly in influencing our buying decisions. Considering their extreme relevance, present study has been taken up to understand the influence of colours in moulding our buying preferences. The paper shall briefly discuss the scientific, cultural and psychological aspects of colours. It shall also examine the association of colours with the gender, income group and zodiac sign of an individual and his buying preferences. Paper shall finally conclude with the recommendations on utilization of colours in the Branding and promotional strategies of the marketers. Study is based on both primary and secondary collection of information.