An exploratory study into the impact of colour and packaging as stimuli in the decision making process for a low involvement non-durable product

There has been little research conducted to determine the impact that colour and packaging have as stimuli on the purchasing process for a low involvement non-durable product. Garber, Burke and Jones (2000) showed that the colour of the product’s package is an overlooked tool that marketers can use to gain the consumers’ attention. The research approach for this study comprised in-depth interviews with a supermarket manager and a design director, and a survey of potato crisp consumers. Potato crisps were chosen, as they are a low involvement non-durable product in a competitive market. This research showed that while consumers did not consciously believe that the colour of the packaging affected their purchasing decision, it was an important subconscious stimulus through the relationship that colour had with the most important stimulus of flavour. Showing a differing perspective, the supermarket manager believed that the quality, brand and price were all important stimuli for potato crisp purchasing, while the director acknowledged the increasing importance that is placed on colour and packaging today. It seems that the importance of colour and packaging as stimuli may be often overlooked and more research is needed into this area.