GHANA INSTITUTE OF JOURNALISM 

TOPIC: 

ASSESSING PACKAGING COLOURS AS AN EFFECTIVE 

COMMUNICATION TOOL IN CONSUMER DECISION MAKING 

BY 

NYARKO SAMUEL SOMUAH 

(MAPR20140) 

SCHOOL OF GRADUATE STUDIES AND RESEARCH 

DEPARTMENT OF PUBLIC RELATIONS 

2021 



i 

GHANA INSTITUTE OF JOURNALISM 

ASSESSING PACKAGING COLOURS AS AN EFFECTIVE 

COMMUNICATION TOOL IN CONSUMER DECISION MAKING 

BY 

NYARKO SAMUEL SOMUAH 

(MAPR20140) 

SCHOOL OF GRADUATE STUDIES AND RESEARCH 

DEPARTMENT OF PUBLIC RELATIONS 

A LONG ESSAY PRESENTED TO THE SCHOOL OF GRADUATE STUDIES 

AND RESEARCH, GHANA INSTITUTE OF JOURNALISM IN PARTIAL 

FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF A 

MASTER OF ARTS (MA) DEGREE IN PUBLIC RELATIONS. 

2021



i 

DECLARATION 

Student Declaration 

I hereby declare that this project is a result of my original research work conducted 

under the supervision of the undersigned supervisor, that all consultations done have 

been duly acknowledged and that no part of this work has been presented in part or 

whole, in respect of any other academic award.  

Nyarko Samuel Somuah 

(Student) 

Date: 10-12-2021

Supervisor’s Declaration 

 I hereby declare that the preparation and presentation of the project were supervised 

in accordance with the guidelines on supervision project laid down by Ghana Institute 

of Journalism.   

Dr. Ebo Afful 

(Supervisor) 

Date: 10-12-2021

cfis



 

ii 

DEDICATION 

The work is dedicated to my family and friends especially my mum Peace Atieku. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



 

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ACKNOWLEDGEMENTS 

My profound appreciation goes to the Almighty God for His abundant grace and 

protection throughout my stay on campus and in the course of my research work. 

Special thanks go to Ebo Afful (PHD) for his direction, assistance, suggestions and 

contributions in the course of my research work. I am grateful to my mum and 

siblings who contributed and supported me immensely throughout my stay on 

campus. 

My final appreciation goes to staffs and directors of Ghana Airport Company for their 

support, as well as my colleagues, God richly bless them. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



 

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ABSTRACT 

The study assesses packaging colours as a communication tool in consumer decision 

making. Probability Sampling (Simple Random Sampling) was used in selecting 

sample for the research in other to make generalization. With this technique, the 

researcher gave individuals an equal chance of being selected as a subject. In all 40 

respondents were selected for the study. Tools employed for data collection were 

questionnaire design. The study reported that personal factor influence many to 

purchase a particular packaged food, followed by impulse buying and social factors 

emerging as the second influential factor in package food, followed by cultural 

factors and psychological factors greatly influence consumer purchase decisions. 

Comparing both questions indicates that the consumers who feel Good when they 

first see familiar food package colours recorded the highest percentage and Very 

good exceed those who feel Very bad and Bad when they see familiar packaged food 

colours. The findings again shows that the percentage of consumers who feel Good 

and Very Good when they first see Unfamiliar food package colours  are less than 

who feel Bad and Very bad when they see Unfamiliar food packaged colours. And 

these responses attest to the fact familiar packaged food colours play a very big role 

in advertising 

 

 

 

  



 

v 

TABLE OF CONTENTS 

DECLARATION i 

DEDICATION ii 

ACKNOWLEDGEMENTS iii 

ABSTRACT iv 

TABLE OF CONTENTS v 

LIST OF TABLES viii 

LIST OF FIGURES ix 

 

CHAPTER ONE 1 

INTRODUCTION 1 

1.0 Overview 1 

1.1 Background to the Study 1 

1.2 Statement of the Problem 4 

1.3 Purpose of the Study 5 

1.4 Significance of the Study 5 

1.5 Delimitations 6 

1.6 Limitations 6 

1.7 Abbreviations and Acronym Used 6 

1.8 Organisation of the Study 6 

1.9 Conclusion 7 

 

CHAPTER TWO 8 

REVIEW OF RELATED LITERATURE 8 

2.0 Introduction 8 



 

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2.1 Product 8 

2.2 Definition of Packaging 9 

2.2.1 The History of Packaging 11 

2.2.2 The role of Packaging 13 

2.3 Theoretical Framework 15 

2.4 Colour 18 

2.4.1 The Role of Colour on packaging product 21 

2.4.2 Colour Symbolism 22 

2.5 Package Design, Attraction and Decision Making 23 

2.6 Food package colour and consumer decision making 26 

2.6.1 Colour as an influential medium used in food package designing 27 

2.7 Colour symbolism and consumer colour preferences for packaged foods 33 

2.8 Objective use of colour in food packaging 36 

2.9 Colour coding in food packaging 37 

2.10 Factors affecting consumer buying behaviour of a packaged product 42 

2.11 Research Questions 47 

2.12 Definition of Terms 48 

2.12 Conclusion 49 

 

CHAPTER THREE 50 

METHODOLOGY 50 

3.0 Introduction 50 

3.1 Research design 50 

3.2 Sample and Sampling Techniques/Procedure 51 

3.3 Data Collection Instruments 51 



 

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3.4 Data Collection Procedure 52 

3.5 Target Population 52 

3.6 Method of Data Collection 53 

3.8 Conclusion 54 

 

CHAPTER FOUR 55 

DATA PRESENTATION, ANALYSIS AND DISCUSSION 55 

4.0 Introduction 55 

4.2 Background information of Respondents 55 

4.3 Analysis of research question one: What factors influence consumer buying 

decision? 56 

4.4 Analysis of research question two: How does packaging colour influence 

consumer’s attitude towards familiar and unfamiliar product? 59 

4.5 Analysis of research question three: Find out how the colour of a product 

package affects consumer perception of a product? 62 

4.6 Conclusion 66 

 

CHAPTER FIVE 67 

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 67 

5.0 Introduction 67 

5.1 Summary of findings 67 

5.2 Conclusions 68 

 

REFERENCES 70 

APPENDIX 72 

 



 

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LIST OF TABLES 

Table 1: The North American meanings of colours (content adopted from Scott-

Kemmis 2013). 34 

Table 2: Factors influencing consumer purchasing decision for packaged foods. 58 

Table 3: Details on factors influencing consumer purchasing decisions for      

packaged foods. 59 

Table 4: Consumer feeling towards familiar package colour(s). 60 

Table 5: Consumer feeling towards Unfamiliar Package Colour(s). 61 

Table 6: Responses from consumers indicating whether a package colour(s) have 

deceive them before to purchase a particular product. 63 

Table 7: Feelings of consumers after been deceived to purchase unplanned packaged 

product. 64 

 

 

 

 

 

 

 

 

 

 

 

 

 



 

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LIST OF FIGURES 

Figure 1: Colour Spectrum. 19 

Figure 2:. Cool and Warm Colours used in Package Design. 20 

Figure 3: Hue, Saturation and Value: Three properties of Colour use in Package 

Design. 28 

Figure 4:Wavelength in light that helps identifies the colour of a packaged        

product. 29 

Figure 5: The Visible Spectrum: Colours of packaged products that is visible to the 

human eye. 30 

Figure 6: How the human brain perceive wavelength as colour of a packaged           

food. 31 

Figure 7: Colour prism indicating the rainbow colours: how human vision system 

responds to each individual wavelength as colour of a packaged food. 32 

Figure 8: A tin of Nestle Ideal Milk 38 

Figure 9: A paper pack of Nestle Rich Chocolate 38 

Figure 10: A sachet of Indomie Instant Noodles 39 

Figure 11. A sample Coca-Cola logo 40 

Figure 12. A sample Starbuck Coffee logo 41 

Figure 13: A sample IBM logo 41 

Figure 14:  A sample Hermes Paris logo 41 

Figure 15: Diagram on factors affecting consumer buying behaviour of a        

packaged product. 42 

Figure 16:  Age distribution of Respondents 55 

Figure 17:  Gender distribution of Respondents. 56 



 

x 

Figure 18: Pie chart showing factors that influence consumer purchasing             

decisions for packaged foods. 58 

Figure 19: Pie chart showing consumers’ feeling towards familiar package             

colour(s). 60 

Figure 20: Pie chart showing consumers’ feeling towards unfamiliar package 

colour(s). 61 

Figure 21:.  Pie chart showing responses from consumers indicating whether a 

package colour(s) have deceive them before to purchase a particular 

product. 64 

Figure 22: Pie chart on consumers’ feelings after being deceived to buy an        

unplanned packaged product. 65 

 

 



 

1 

CHAPTER ONE 

INTRODUCTION 

1.0 Overview 

This chapter unfolds with all the related and relevant information which consist: the 

background to the study, statement of the problem, research question. The chapter 

also outlines the purpose of the study, the objectives of the study, the significance of 

the study, limitations (problems), delimitation (scope), and definition of terms and 

organization of the rest of text.  

 

1.1 Background to the Study 

In today’s competitive environment, the role of packaging has changed due to 

increasing self- service and changing consumer’s lifestyle all over the globe affecting 

every market in the world. This competitive environment is so undoubtedly heavily 

present in Ghana, precisely the nation’s capital Accra. Firm’s interest in the package 

as a total of sales promotion is growing increasingly. The package becomes an 

ultimate selling preposition stimulating impulsive buying behaviour, increasing 

market share and reducing promotional costs. Pilditch (1973) has defined packaging 

as the silent salesman in the store and it was the only communication between a 

product and the final consumer at the point of sales, most consumers are moved by the 

products package, that is by the colour of the design used, barrier protection, the 

image used, information transmission that is how to use the product and mostly 

containing the expiry date for the product. 

Packaging can be defined as the container which is necessary to convey a product to 

the ultimate consumer, as contrasted with packing (cartons, crates, etc.) that is required 

for bulk shipment. 



 

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Packaging is today perhaps the most powerful weapon in a supplier’s marketing and 

sales promotion armoury. By comparison, advertising of all sorts delivers a broad and 

indirect message to the potential consumer. Due to the general absence of sales staff 

at most retail outlets, only the package, perhaps accompanied by ‘point of sale’ 

promotional materials is present as ‘silent salesperson’ at the moment of purchasing 

decision. It is mainly for this reason that so much attention and resources are now 

devoted to the perfecting of pack appearance. 

 

Packaging design is therefore no longer a minor component in the marketing 

campaign. It is now often considered as the most important and critical advertising 

tool. 

Now, packaging has become itself an advertising tool for organizations. The 

consumer’s buying behaviour is also stimulated by the packaging quality, colour, 

wrapper, and other characteristics of packaging. It is an ultimate selling proposition, 

which stimulates impulse buying behaviour. Packaging increases sales and market 

share and reduces market and promotional costs. From the stand point of producers 

and manufactures, their product can only cover their cost and return their profit if they 

reach their eventual customer safely and are fit for their intended use. 

 

Packaging is the technology of enclosing or protecting products for distribution, 

storage, sale, and use. Packaging also refers to the process of design, evaluation, and 

production of packages. It can be described as a coordinated system of preparing 

goods for transport, warehousing, logistics, sale, and end use. A package contains, 

protects, preserves, transports, informs, and sells. In many countries it is fully 

integrated into government, business, and institutional, industrial and personal uses. 



 

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According to Rundh (2005) package appeals to consumer’s attentiveness towards a 

certain brand, increases its image, and stimulates consumer’s perceptions about 

product. Furthermore, packaging conveys distinctive value to products(Underwood, 

2003; Silayoi, & Speece, 2007), packaging works as an instrument for differentiation, 

and helps consumers to decide the product from wide range of parallel products, 

packaging also stimulates customer’s buying behaviour (Wells, Farley & Armstrong, 

2007). 

 

On average it only takes ninety seconds of interaction with a product for a consumer 

to decide whether to purchase the product (Singh 2006).This means that marketers, 

designers, and advertisers have only ninety seconds to convince consumers that their 

product is the one that the consumer should choose to purchase. Imagine a consumer 

visits a store at the any shopping mall where different or similar products are sold. All 

of the packaged product lining on the shelves emanate a variety of visual cues: 

colours, fonts, and logos. This variety of stimuli is ever-present. The consumer mind 

tries to process this huge overload of information, while also making subconscious 

judgments about the products based on what is seen. The astounding fact is that sixty-

two to ninety percent of those subconscious judgments are based on colour alone. 

Colour is the most important of all visual cues. This is due to the extreme power that 

colour possesses. Colour has the ability to do many things which can potentially lead 

to purchase. It can be a source of information by conveying messages and 

associations, and it can also differentiate brands, companies, and products. Colour can 

positively influence recall and attract attention, and most importantly influence 

emotions, moods, and feelings. 



 

4 

Colour is a central element of products, services, packages, logos, displays, and 

collaterals which influences perceptions (Aslam, 2006). Colour is central to these 

products because it brings the designs alive through the creation of a high level of 

aesthetic beauty and psychologically affects consumer subconsciously. Colours can 

play roles not only in forming consumers’ brand perceptions but also in customers’ 

responding and purchasing behaviour which is independent of brand preferences.  

 

Colours can be used strategically to influence buying intentions, personality, and 

congeniality of a brand. In order to plant the overall impression of a product or an 

outlet into consumers’ consciousness colours should not be disregarded. It is of great 

importance to make the client feel the sense of pleasure and relaxation when they 

walk into a shop and not create the feeling of anxiety or irritation. Colours help create 

a positive atmosphere which can result in a purchase as well as in attracting them to 

return in the future, which also should not be disregarded. 

 

1.2 Statement of the Problem 

According to Héroux et al. (1988), advertisers spend considerable time and money on 

packaging products in a manner that will attract consumer attention and promote its 

consumption. A question that emerges is therefore how consumers perceive products 

on the market? To answer this question, this thesis focuses on package colour and 

consumer decisions. It emphasize on colour compositions that are deemed most 

appealing to consumers regardless of the reasons for their choices.  

 

Why colours? Colours have meanings and, as such, they are a fundamental tool in 

advertising strategies and communications. These underlying meanings are often used 



 

5 

for the purpose of product and brand differentiation and also on the basis of consumer 

perceptions.Colour also has the most decisive effect upon the consumer’s purchase 

decision.  

 

In Accra, the stakes are high; it’s win or lose at the retail shelf. Consumers make 

choices in seconds when it comes to shopping; the researcher revealed that consumers 

at the mall who are actively involved in purchasing packaged foods are more 

conscious about their social status and health so they prefer packaged products which 

to some extent affect their consumer buying behaviour negatively. To rectify the said 

problem, this research is constructed on hypothetical analysis into packaging colours. 

This study uncovers the features, which are having the eventual influence on 

consumer’s choice, when multiple and different choices are available. 

 

1.3 Purpose of the Study 

Based on the problem discussed, the purpose of this thesis is to provide some 

understanding on package colour and consumer decisions. Four research questions 

have been outlined above. Answering these will help gain the knowledge necessary to 

reach the above purpose. 

 

1.4 Significance of the Study 

The outcome of the study is expected to remind practitioners of the need to make sure 

that product package colour, communicates what is intended. It will enable 

management to determine what benefits they want to communicate and what the 

package actually communicates. Companies know the fact that the benefits associated 

with colours on packages can be used to promote the product with the other forms of 



 

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advertising. For instance, companies could design television commercials that show 

the benefits of product package colours in cases where the package colour is an 

important part of the product. 

 

1.5 Delimitations  

The scope of this research is limited to selected food packages and colours - red, 

orange, yellow, green, blue, purple\violet, pink, brown, grey/gray, white, black 

respectively. The research was conducted in four areas in the Greater Accra 

metropolis; West – Hill Mall, Accra Mall, Achimota Mall and Junction Mall. These 

four areas were selected due to the different level of educational background which 

the researcher believes influence the purchase of a product. 

 

1.6 Limitations  

Data collection from respondents was a major problem. Respondents were reluctant in 

giving out information for the research. 

 

1.7 Abbreviations and Acronym Used 

IBM       -   International Business Machine 

RISC     -    Research in Socio-cultural Change 

S.H.S    -    Senior High School 

  

1.8 Organisation of the Study  

This study is divided into five chapters. Chapter oneis the introduction of the study. It 

includes background of the study, statement of the problem, research objectives, 

research questions, purpose of the study, significance of the study, delimitation, 



 

7 

limitation, and definition of terms used, abbreviations and acronyms used and the 

organization of the rest of the text. 

Chapter two presents a comprehensive review of related literature in an attempt to 

position the study in an appropriate academic framework. Thus, discusses findings of 

related researchers to this study. 

Chapter three deals with the research methods used in this study. Here, the researcher 

looked at the research design, target population, sample size, methods of data 

collection, methods of data analysis, and sources of data. 

Chapter four entails analysis, representation and interpretation of data collected. It 

also outlines the interventions implemented to address the problem which necessitated 

the research.  

Chapter five is the concluding chapter, which present the summary, recommendations 

and conclusions of the research. 

 

1.9 Conclusion 

The chapter dealt with all the related and relevant information which included: the 

background to the study, statement of the problem, research question. The chapter 

also outlined the purpose of the study, the objectives of the study, the significance of 

the study, limitations (problems), delimitation (scope), and definition of terms and 

organization of the rest of text 

 

 



 

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CHAPTER TWO 

REVIEW OF RELATED LITERATURE 

2.0 Introduction 

This chapter describes package colour and consumer decisions in detail and the 

theoretical framework showing the relationships between these variables is presented. 

In addition, the hypotheses will be developed and specified at the end of this chapter. 

 

2.1 Product  

One element of the marketing mix is the product. As marketers we have to find the 

right products for our target market. The product should deliver superior customer 

value. What therefore is a product?  

A product can be defined as anything that we can offer to a market for attention, 

acquisition, use or consumption that could satisfy a need or want. However, the 

definition of product does not only involve tangible goods such as a car, a fridge or a 

phone. The definition of product must be extended to include intangible objects as 

well, because they can be offered to a market as well. Therefore, the broad definition 

of product includes services, events, persons, places, organizations or even ideas. 

Thus, the definition of product leads us to a broad range of things: a car, a phone and 

a coffee can be a product. (Claessens M. 2015). According to the Ulrich and Eppinger 

(1995), “A product is something sold by an enterprise to its customers.  

 

From all the definition given, the researcher defines product as a good, idea, method, 

object created as a result of a process and serves a need or satisfies a want. It has a 

combination of tangible and intangible attributes that a seller offers a buyer for 

purchase. 



 

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2.2 Definition of Packaging  

Packaging is one of the most important processes without which nowadays products 

would not be finished. When the competition is high, like it is today, the products of 

rivalling companies become very similar in their functions. More often than ever 

before, customers pick the product not by their characteristics but by the 

characteristics of their package.  

 

A research conducted by Ohene (2001) explained packaging as a science for inventing 

structures that could speak and perform the functional needs of the content, as well as 

marketing the manufacturer. Packaging is also defined as any material which is used 

to contain, protect, handle, deliver and present goods. Items like glass bottles, plastic 

containers, aluminium cans, food wrappers, timber pallets and drums are all classified 

as packaging (EIONET, 2009). According to Ulrich R. Orth (2009) Packaging is used 

for identification of the product and it plays an important role in attracting the 

consumer.  

 

From the definition given above, the researcher can reason that packaging does not 

only speak and perform the functional needs of the content but at the same time, it 

also contains, preserves, protects and sells the product as well.  

Packaging conveys distinctive value to products (Underwood, 2003; Silayoi, & 

Speece, 2007), packaging works as an instrument for differentiation, and helps 

consumers to decide the product from wide range of parallel products, packaging also 

stimulates customer’s buying behavior (Wells, Farley & Armstrong, 2007). 

Furthermore, Soroka (1996) described packaging as a coordinated system of 

preparing goods for transport, distribution, storage, sale, and use. He further stated 



 

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that, it is a complex, dynamic, scientific, artistic, and controversial business function, 

which in its most fundamental form contains, protects/preserves, provides 

convenience, and informs/sells, within acceptable environmental constraints. William 

& Weilbercher (1979) defined packaging as, ‘A broadcast commercial opportunity 

offered for sale at a particular time for a particular price’.  

 

From the above stated definitions, the researcher orates that, these definitions seems 

to be broad and thus talks about what really goes into packaging the product. It is a 

service function that cannot exist by itself; it does need a product. If there is no 

product, there is no need for a pack. The complex nature of packaging is seen in the 

fact that, there are a number of aspects which have to be in harmony so that one side 

should not be in conflict with the other.  

For instance, manufacturers should not concern themselves with only the container 

that is supposed to protect the product since the concern is on getting the product to 

the final consumer as a whole. They need to consider the labelling, shape and colour 

aspects of packaging, etc. Packaging is seen to be dynamic because it deals with 

human beings whose tastes keep changing.  

 

Packaging is also the interface between the product and the consumer. It is the 

expression of the brand identity of the product, its intrinsic qualities, and its 

"philosophy" Packaging is the voice of the product, its dress-sense and its "look". It is 

the product’s first sales pitch, which is of key importance to its market positioning. 

Packaging’s physical proximity brings it closer to consumers who look at it, lift it up 

for a closer look, read it, handle it, take it home and use it. The form, colours and 



 

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texture of packaging provoke sensations in the consumer. In a word, it is the 

spokesperson of the product. 

 

2.2.1 The History of Packaging  

The prehistoric man cared less about packaging. This was due to the fact that 

commodities were consumed in their raw states either on the spot or sometimes 

carried to their abodes or caves in their bare hands. It is also probably because society 

had not developed to the extent that there was no competition as regards the 

manufacture and sale of products. With evolution, however, packaging in one form or 

other developed gradually.  

 

The most significant era of packaging is when man started keeping some of his wares 

in leaves, gourds and shells as containers, endowed by nature. The oldest information 

on manufactured package available to the research dated as far back as 1844 when 

paper production was introduced in Europe. What necessitated the use of 

manufactured package could be linked primarily to transportation and agglomeration 

("History of Packaging", 2006). Packaging started in a different form from what we 

know today. The earliest form was by the use of animal skins, shells, broad leaves and 

hard "skin" fruits and vegetables. Liquids were stored in containers made from animal 

skins, hollowed out logs, gourds, coconuts and shells. In Ghana, most food made of 

corn, such as the “Ga kenkey” (komi) and "nkyekyera‟ of the Asantes for example, 

are still wrapped in corn husk to this day. Foodstuffs were and are still carried from 

the farm to market places or homes in woven palm fronds called "Bεdε" in the Twi 

language. From this, it may be concluded that packaging is not new to Ghanaians. 

Branded packaging is however, fairly new in Ghana. Essuman K. (2008)  



 

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In the Ancient Egypt and Roman Empires, materials such as clay were used as 

containers. Glass, metal and paper were later introduced upon their invention and 

therefore used for packaging. Butter and cheese were kept in baskets, vinegar in 

barrels, and tea in chests whilst grains were put in sacks during the Victorian times 

(Hook & Heimlich, 2007).  

 

The first ever branded package was introduced in England in 1746 by one Dr. Robert 

James who packaged his "Fever-Powder" in a box for retailing. Other people followed 

suit by introducing other forms of packaging by using 12 different materials such as 

metal and glass. A. F. Pears, an Englishman established the first soap packaging 

company. Yardley of London also packaged his famous lavender water in glass 

bottles, whilst Crosse and Blackwell also branded olive oil and mustard in jars (Ariev, 

2007).  

 

Packaging as a method for food preservation began in the latter part of the 16th 

century. In 1795, when the French War was raging, there was an urgent need for food 

preservation for soldiers in the war. As a result, food had to be canned. The famous 

French warrior Napoleon Bonaparte realizing the need to preserve and transport food 

to his army, offered a prize to reward anyone who could find answers to his demands. 

In 1809, one Nicholas Appert, a confectioner, invented the process of canning by 

introducing an airtight glass jar to win the prize. By this, he introduced canning which 

was further developed to the light weight cans of today (Hook & Heimlich, 2007).  

Canned product was first used by the army before it came to the consumer's domain. 

The British Army first used the canned food during the Crimean wars (1853 – 1865); 

In the American Civil war (1861 – 1865) the militant groups used these bulky cans for 



 

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food preservation and transportation. It is interesting to note that light cans that we 

have today and are easy to open used to be bulky and required the use of hammer and 

chisel for opening when it was first introduced Product packaging became very 

important during the World Wars. Therefore, the author finds this contradictory to 

Herdeg (1961) assertion that the problem of packaging may appear of a relatively 

little importance to people when they face problems that involve their survival. The 

author is of the view that although war is bad but this development of food product.  

Packaging is one good thing that was initiated by the demands of war at that period in 

history. The 19th century was the period when advancements in canning and paper 

containers fabrications we use today got started. The packaging industry at that time 

availed itself with the development of mechanical printing processes, photoengraving 

and process colour printing. Many packages were decorated using the printing 

processes to make them more attractive to the buyers, to bear the names of the 

products and their manufacturers’ information. This marked the beginning of 

packaging. 

 

2.2.2 The role of Packaging  

According to Gontard (2013), the main functions of packaging are to protect and 

stabilize product until its consumption. Once these central functions are addressed, all 

the others (marketing, communication, distribution etc.) should be equally considered. 

Packaging should ensure product integrity that means to avoid exposure to physical 

damage like mechanical shock, or detrimental environmental elements such as light, 

dust, chemical and microbial contamination. In addition, the packaging is also 

expected to maintain the sensory attributes (texture, colour, flavour) and the safety of 

the product.  



 

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As said by Kuvykaite (2009) package attracts consumer’s attention to particular 

brand, enhances its image, and influences consumer’s perceptions about a product. 

Thus package performs an important role in marketing communications and could be 

treated as one of the most important factors influencing consumer’s purchase of 

package, its elements and their impact on consumer’s buying behavior became a 

relevant issue On the word of Charles W. Lamb et al., (2011), in their book 

“Essentials of Marketing” think that packaging has four distinct marketing functions. 

It contains and protects the product. It promotes the product. It helps consumers use 

the product and finally, packaging facilitates recycling and reduces environmental 

damage. From the contributions stated above the researcher can confidently say 

packaging does more than just protecting the company’s products. It also helps in 

developing the image of the product in consumer mind. So, failing to pay attention to 

the design of the packaging can decrease the chances of being visible and attractive, 

which can result in loosing sales.  

 

Prendergast and Pitt (1996) review the basic functions of packaging, and define them 

by their role in either logistics or marketing. The logistical function of packaging is 

mainly to protect the product during movement through distribution channels. In the 

marketing function, packaging provides an attractive method to convey messages 

about product attributes to consumers at the point of sale. It may be difficult to 

separate these two package functions, as they are usually needed. The package sells 

the product by attracting attention and communicating, and also allows the product to 

be contained, apportioned, unitized, and protected.  

The researcher can reasoned from the above explanation that package is a critical 

factor in the decision-making process because it communicates to consumers. 



 

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Intention to purchase depends on the degree to which consumers expect the product to 

satisfy them when they consume it. How they perceive it depends on communication 

elements, which become the key to success for many marketing strategies. 

 

2.3 Theoretical Framework 

Paradigms may be defined as the belief systems that apparently guide a research. 

Many varieties exist in how scientific paradigms, approaches and perspectives are 

labelled, and how the literature defines that they are related to each other. For 

example, Schwandt (2000) defines those three epistemological viewpoints can be 

located in social inquiry: interpretivism, hermeneutics, and social constructionism. 

Alvesson and Sköldberg (2000) say that four methodologies can be located in social 

inquiry: empirically oriented current (e.g. grounded theory), hermeneutics, critical 

theory, and postmodernism. 

 

Denzin and Lincoln (2000) define that all qualitative research is interpretive, and 

accordingly research can be located as positivist and post positivist, constructivist 

interpretive, critical, and feminist post structural. Lincoln and Guba (2000) define five 

paradigms, namely positivism, post positivism, critical theory, constructivism, and 

participatory. In this classification the interpretive approach of hermeneutics/dialectic 

is labelled as methodology belonging to the paradigm of constructivism. Tashakkori 

and Teddlie (1998) consider that four prime paradigms exist in social inquiry: 

positivism, post positivism, pragmatics, and constructivism. 

 

The present study follows the acknowledgement that knowledge can be sought in 

accordance with two main research approaches: the positivist and the interpretivist 



 

16 

approaches (Beckmann and Elliott 2000). It can be claimed that the two approaches 

represent two extreme approaches to conduct consumer research. Positivism has 

dominated within marketing and consumer research (Hudson and Ozanne 1988). 

However, Beckmann and Elliott (2000) state that interpretive approaches have gained 

more attention during the last years. The two main streams differ in many respects. 

First, they differ in the beliefs about ontology, i.e. regarding how they perceive reality. 

Positivism assumes that there is one objective reality, which can be studied precisely. 

The interpretive approach bears a different view on reality. It declares that reality is 

socially constructed and created by the individuals in the society. This means that 

multiple realities exist. The meaning of reality is viewed holistically, and it is 

contextual (Hudson and Ozanne 1988). Second, the two research approaches differ in 

epistemological assumptions. According to the positivist view objective knowledge 

can be gained, which means that the researcher and the object to be studied can be 

separated in order to conduct an objective study (Guba and Lincoln 1994, Hudson and 

Ozanne 1988). Positivist epistemology searches for causal relationships, and it further 

declares that generalisations can be made and applied to various phenomena (Burrell 

and Morgan 1987). The interpretive approach is far more subjective, and it points out 

the interaction between the researcher and the object. It declares that knowledge is 

dependent on the context and place. Due to the diverse assumptions on the ontological 

and epistemological issues the two approaches also differ regarding the 

methodological approach. Methodology refers to how a phenomenon will be studied, 

and broadly defined a distinction can be made between taking a quantitative or 

qualitative approach. Positivistic paradigm indicates collecting data, and basically 

positivistic research means taking a quantitative approach using quantitative 

techniques (Lincoln and Guba 2000). The interpretivist aims at reconstruction, and it 



 

17 

means that data is rather generated (Guba and Lincoln 1994). According to 

Gummesson (1988) this indicates primarily non-quantitative data, i.e. interpretive 

research means basically taking a qualitative approach and relying on qualitative 

techniques. A fundamental difference between these two paradigms is also according 

to Ozanne and Hudson (1988) that a positivist aims primarily at explaining, while the 

interpretivist aims at understanding. 

 

The present study is about understanding and exploring a phenomenon in depth, and 

this has steered the methodological considerations, and the selection of method and 

techniques. In order to answer the research questions posed and achieve the goals of 

the study, quantitative method was used. This involved a conjoint task, which 

provides quantitative evidence. The conjoint task was immediately followed by the 

qualitative part, and in fact the study postulates that they were performed 

simultaneously.  

 

The assumption on reality is linked to the view on how knowledge can be gained, the 

epistemological and ontological viewpoints of this study must be declared as well. 

The study is shaped according to the specific belief I acknowledge about the world. In 

other words, this study is based on my assumption that reality is a social construction. 

I consider that reality is something subjective, and, therefore, based on subjective 

values and interpretations. This means that my reality does not necessarily coincide 

with yours. The same concerns the interpretations made on various phenomena. Thus, 

my interpretation of a specific colour is hardly identical with yours. 

 



 

18 

However, if we share many similar values, the interpretation of a specific colour may 

result in similar meanings. In fact, a package is regarded as a gestalt, which means 

that it is the package as a hole that matters. However, it may be assumed that some 

colours may in some cases have a greater impact on the choice process, and thus it 

may be possible to make some generalizations regarding some specific products.  

This paradigm also acknowledges that an external reality exists, but that the way in 

how it is explained may vary. Further, it acknowledges that knowledge gained can be 

objective as well as subjective. However, the present study acknowledges primarily 

the ontological assumption that reality takes form as multiple mental constructions, 

and the epistemological subjective viewpoint. Thus, based on the discussion above 

including the specific characteristics of a conjoint analysis the present study should 

rather be located in the interpretive approach of conducting consumer research. 

 

2.4 Colour 

The history of the science of colours goes back to the times of Greek philosophers 

Plato and Aristotle. The scientific approach continues to the times of Newton, 

Helmholtz, Hering, Munsell, Land and Ostwald who lived in the second half of the 

19th and the second half of the 20th centuries and they were the ones to set the 

foundations of the comprehension and understanding of the colour phenomenon we 

have today. Later research showed that different colours can be created by combining 

light. For instance, if red and yellow lights are mixed orange colour is created. 

Despite the influence of colour through history, psychologists increasingly deal with 

the question of how the colours influence human beings. It has been proven that 

colours are important because of their effect on the mood and that 87% of all 

perceptive impressions are received through colours. However, each individual person 



 

19 

responds to different colour combinations depending on the light, mood etc. Juric, B., 

Vukovic D., Šuput B. (2014)  

 

According to Juric, B et al (2014), the psychology of colours deals with discovering 

the impact of each individual colour on different people and the emotional state they 

provoke in them. This particular field of psychology is very complex since if a person 

shows a strong adverse emotion towards a particular colour it is often based on a 

strong psychological reason closely related to their personality. By closely studying 

each colour, characteristics of personality can be discovered. Colours that cannot be 

obtained by mixing various pigments are known as basic colours, and they are red, 

blue and yellow. Secondary colours created by mixing two primary colours such as 

orange, violet and green colours. Despite the fact that the experience of a particular 

colour is very individual, there are two types of colour that carry universal meaning. 

Red, orange and yellow colours belong to the red spectrum of colours. 

 

 
Figure 1: Colour Spectrum. 



 

20 

The choice of colour in art is laden with symbolism and cultural connotation. 

Perception of colour is affected both by these factors and by visual reception. Artists 

use colour in many ways, for example, to explore visual perception and effects, or to 

represent or evoke an emotion.  

Colour plays a vitally important role in the world in which we live. Colour can sway 

thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise 

your blood pressure or suppress your appetite. When used in the right ways, colour 

can even save on energy consumption. As a powerful form of communication, colour 

is irreplaceable. Red means "stop" and green means "go." Traffic lights send this 

universal message. Likewise, the colors used for a product, website, business card, or 

logo cause powerful reactions. 

 

Based on hue, colors are broadly divided into cool and warm colors. Cool colors are 

also known as colors with short wavelengths (i.e. violet and blue). Warm colors are 

also known as colors with long wavelengths (i.e. red and orange). There exists a 

hierarchy in color from violet, blue and green (short-wavelength colors) to yellow, 

orange and red (long-wavelength colors) (Crowley, 1993). 

 

Figure 2:. Cool and Warm Colours used in Package Design. 



 

21 

2.4.1 The Role of Colour on packaging product  

The colour of a package may be as important as catchy advertising or innovative 

marketing to product sales. According to package designers, consumers see colour 

before they see logotypes or brand names. ''In packaging design, colour is right up at 

the top of the list, just after simplicity of design,'' said Charles Biondo, chairman of 

Charles Biondo Design Associates in New York.  

 

Packaging colours are one of the elements that will set your business apart from 

others and your choice of colours will set your product apart from your competitors' 

products. The colours you choose should send the right concealed messages to inspire 

any potential customer to buy your product. Colour is the best way to reflect and 

enhance a unified image and branding of your product as it is such a visual medium. 

Your choice of colours should relate to your logo and reflect the image you are 

sending to the market place to attract buyers.  

 

Hemani S. and Punekar M.R says research has shown that colours are an important 

product characteristic and play an important role in the commercial viability or the 

sale of the products. However, colours of products packaging, specifically every-day 

products, are very important not just for influencing sales but also for making 

products pleasant to use. Attractive products packaging produces positive emotions, 

causing mental processes to be more creative, and users to be more tolerant of minor 

difficulties in case of day-to-day products. The colour of a product and its packaging 

as well as the way it is displayed is usually the first thing that a consumer sights in the 

showrooms even before inquiring about the product’s features and functions. We 

sometimes find the less successful product brands using the colour of a successfully 



 

22 

established brand in the market selling a similar product to hike its sale. Some colours 

also get associated with certain products over time and gradually stands for the trust 

and quality for that product. 

 

2.4.2 Colour Symbolism  

In order to utilize colour in marketing activities, marketers ought to understand which 

emotions and also the needs behind that each colour can trigger from the target 

customers. The meanings associated with colours vary from culture to culture; there 

are no absolutely universal meanings applied for any colour. Nowadays, the most 

widely known researches about what feelings that colours represent and trigger are 

from North America. With the global spread of North American culture, the 

interpretation of colour meanings by people around the world has been alternated and 

gradually shares some common points (Scott-Kemmis 2013). In view of this, the 

researcher used the North American set of colour meanings presented below since is 

also similar to the Ghanaian interpretation of colours. 

 

As said by (Scott-Kemmis 2013), females tend to have broader range of colour 

preferences and these preferences are typically different from those of males. In 

addition, it is not rare that a number of Western males are red/green colour blind. 

However, there are also unisex colours such as blue, red, black, white, silver or gold 

which can be used in marketing materials targeting both males and females. The more 

mature we become, we switch from bright and primary colours in solid blocks to 

more subdued and sophisticated colours with patterns. Reaching the adulthood, people 

seem to be less open for experimenting new colours; instead they rather stick with 

their safer favourites. In a similar manner with age, the more educated people get the 



 

23 

more complex their colour choices seem to be, with relatively unusual names given. 

Moreover, climate and the nature of the living environment have huge impacts on 

people’s colour perception and preferences. People have a tendency to duplicate the 

colours that they are familiar with and become part of their lives. Thus, it is to believe 

that people from tropical climate respond more positive to bright and warm colours, 

while those who live in colder regions prefer cooler and more toned down colours. 

 

2.5 Package Design, Attraction and Decision Making  

The home market is flourishing; the product is selling well; management thinks about 

exporting; entering new markets is a formidable task; market research is expensive 

and time consuming; financial arrangements must be made, valid international 

contacts for the sales of goods must be drafted and signed; the product must perhaps 

be adapted to foreign tastes. In addition, the product packaging must be carefully 

planned and designed. The designer should ensure that the product arrives in good 

shape, in a package the consumer finds attractive and meet the environmental 

preference and regulations of the importing country.  

 

Orth and Malkewitz (2008) defines package design as “the various elements chosen 

and blended into a holistic package design to achieve a particular sensory effect. 

Designers choose design elements, decide how to mix them, and determine the 

desired level of congruity among them”. He further argues that package design is an 

incredibly significant medium because it has such a huge impact on a consumer’s 

decision making. The package is what the consumer sees at the moment they make 

their decision to purchase. Bruce and Daly (2007) also states that design adds value to 

products and companies. Package design adds to the “creativity, intellectual property, 



 

24 

and competence of the company”. The researcher defines package design as a 

medium made of different elements that are organized to create an impression, add 

value to capture consumers’ attention and to add creativity, intellectual property, and 

competence of the company. 

 

Attraction is the action or power of drawing forth a response. It is the cognitive 

process of selecting information that is available in the environment. Packaged 

products attract attention. When we pay attention to certain package designs, we are 

actually attracted to select and focus on certain amount of information to be processed 

in our cognitive system. The degree of attention attached to certain package designs 

increase the probability of the information to be stored in memory. In other words, the 

information that we pay more attention to is more likely to be remembered than the 

information that we ignore and do not pay attention to. Colours attract and help us in 

memorizing certain information by increasing our attention level. The role played by 

colour in enhancing our attention level is undisputable. The more we get attracted and 

focus on certain stimuli, the more chances of the stimuli to be transferred to more 

permanent memory storage for the consumer to make decisions. 

 

Consumers make decisions to buy products or goods according to their needs and 

requirements. Since consumers have experience and product knowledge, they tend to 

make purchase choice. Consumer decision making is the process undertaken by 

consumer in regard to a potential market transaction before, during and after the 

purchase of a product or service. This process generally involves five stages. The first 

step is problem recognition. Here, the consumer sees the difference between the 

current state and the desired one. Purchase decision making process begins when a 



 

25 

buyer becomes aware of an unsatisfied need or problem. This is the vital stage in 

buying decision process, because without recognizing the need or want, an individual 

would not seek to buy goods or service. The next step is information search. The 

consumer investigates the data and makes a reasonable decision. After the consumer 

has recognized the need, he/she will try to find the means to solve that need. First he 

/she will recall how he used to solve such kind of a problem in the past, this is called 

nominal decision making. Again, a consumer will try to solve the problem by asking a 

friend or goes to the market to seek advice for which product will best serve his need, 

this is called limited decision making. Third step is evaluation of alternatives. 

Consumers evaluate criteria referring to various dimensions; features, characteristics 

and benefits that a consumer desires to solve a certain problem. Product features and 

its benefit is what influence consumer to prefer that particular product. The consumer 

will decide which product to buy from a set of alternative products depending on each 

unique feature that the product offers and the benefit he/she can get out of that feature. 

Fourth step is called purchase choice. This stage involves selection of brand and the 

retail outlet to purchase such a product. Retail outlet image and its location are 

important. Consumer usually prefers a nearby retail outlet for minor shopping and 

they can willingly go to a faraway store when they purchase items which are of higher 

values and which involve higher sensitive purchase decision. After selecting where to 

buy and what to buy, the consumer completes the final step of transaction by either 

cash or credit. Fifth step is called post-purchase actions. Consumer favourable post-

purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a 

function of the initial performance level expectation and perceived performance 

relative to those expectations. Consumer tends to evaluate their wisdom on the 

purchase of that particular product. This can result to consumer experiencing post 



 

26 

purchase dissatisfaction (Belk, R.W., 1988). If the consumer’s perceived performance 

level is below expectation and fail to meet satisfaction this will eventually cause 

dissatisfaction, and so the brand and/ or the outlet will not be considered by the 

consumer in the future purchases. This might cause the consumer to initiate complaint 

behaviour and spread negative word-of-mouth concerning that particular product. 

 

2.6 Food package colour and consumer decision making 

Food package is a package for food. A package provides protection, tampering 

resistance, and special physical, chemical, or biological needs. A wrap, pouch, bag, 

box, cup, tray, can, tube, bottle and jar are some of the many forms of packages that 

contain food products. It must contain a food as well as protect and preserve it for a 

specific length of time. Each package must by law display product information for the 

consumer - bear nutritional facts label and other information about food being offered 

for sale. Some products package have long-standing and very strong colour 

associations, such that a consumer might find it difficult to recognise and accept a 

non-traditional choice of colour for the product concerned. An example of this colour 

“code” widely accepted for drinks, which red signifies colas, green - ginger, alas, blue 

- sodas, yellow - tonic waters. Other examples of ‘traditional’ colours used for certain 

products are: 

Salt and sugar  - white, red and blue    

Bottled water  - blue and green      

Chicken   -           red, brown and black 

Today, food package design is one of the necessities of human life. Different types of 

packages play a crucial role in the production, storage, distribution, and marketing of 

consumer goods and non-consumer goods. Food package design can differentiate 

https://en.wikipedia.org/wiki/Packaging_and_labeling
https://en.wikipedia.org/wiki/Food
https://en.wikipedia.org/wiki/Tampering_%28crime%29
https://en.wikipedia.org/wiki/Nutrition_facts_label


 

27 

some companies from their competitors and be a competitive advantage for them. 

Again, with new product offerings, a distinctive design can render older competitors 

obsolete and make later competitors appear as shallow copies. Smith and Taylor 

(2004), there are six attributes that must be taken into consideration by marketers in 

creating effective package design. This includes; graphics, colour, size, form, material 

and flavour.  

 

With regards to what both researchers said, it is undisputable to conclude that colour 

plays a crucial role on packages to attract consumers. Colour is made up of different 

components and that understanding it will help designers and consumers know 

colours that are visible and invisible to the human eyes, why people are not attracted 

by a certain colours and even if they do, how do they sense colour on packages? Some 

products or packages may be seen to have a particular colour visually but under 

microscopic or prismatic view, there might be colours behind it. 

 

2.6.1 Colour as an influential medium used in food package designing 

Colour surrounds us and influences our everyday shopping. It can affect consumers 

psychologically and physically. Colour acts on human bodies, minds and emotions, it 

influences moods and feelings triggering deep and subtle responses on consumers 

subconscious level; sway thinking, spur action and reactions. Colour can be 

distinguished in hue, brightness and saturation. Based on hue, colours are broadly 

divided into cool and warm colours. There exists a hierarchy in colour from violet, 

blue and green (short-wavelength colours) to yellow, orange and red (long-

wavelength colours) (Crowley, 1993).Cool colours are also known as colours with 



 

28 

short wavelengths (i.e. violet and blue). Warm colours are also known as colours with 

long wavelengths (i.e. red and orange).  

 

Brightness and saturation also play an important role in the perception of colour. 

Brightness determines the lightness or darkness of a colour. Much light reflection 

indicates a light colour, low light reflection indicates a dark colour. Saturation points 

to the purity of a colour: high saturation represents a pure colour and low saturation a 

pale, grayish colour. Colours are seen as more pleasant by an increase of both 

characteristics.  

 

Figure 3: Hue, Saturation and Value: Three properties of Colour use in Package 

Design. 

Colours have physical and psychological properties which results from an interaction 

between light, object, and the viewer. It is light that has been modified by an object in 

such a manner that the viewer - such human visual system perceives the modified 

light as a distinct colour. All these three elements must be present for colour to exist. 

Let’s examine colour’s origins in more detail by first studying light. 



 

29 

Light is the visible part of the electromagnetic spectrum. Light is often described as 

consisting of waves. Each wave is described by its wavelength - the length from wave 

crest to adjacent wave crest. Wavelengths are measured in nanometers (nm). A 

nanometer is one-billionth of a meter.  

 

Figure 4:Wavelength in light that helps identifies the colour of a packaged 

product. 

The region of the electromagnetic spectrum visible to the human eye ranges from 

about 380 to 760 nanometers. This amounts to a mere slice of the massive 

electromagnetic spectrum. Although we can’t see them, we use many of the invisible 

waves beyond the visible spectrum.  



 

30 

 

Figure 5: The Visible Spectrum: Colours of packaged products that is visible to 

the human eye. 

Our eyes have light sensors that are sensitive to the visible spectrum’s wavelengths. 

When light waves strike packaged foods, the package’s surface absorbs some of the 

spectrum’s energy, while other parts of the spectrum are reflected back from the 

package. The modified light that is reflected from the package sends signals to the 

brain. Then, these signals are perceived by the brain as a particular colour. There is a 

well-known riddle that asks: “If a tree falls in the woods and no one is there to hear it, 

does it make a sound?” Actually, a similar question can be asked in regards to colour: 

“If a milo tin is not seen, does it have colour?” The answer which may surprise you is 

no. Technically, colour is there in the form of wavelengths (the spectral data). 

However, the colour we know as “green” dominating; only happens in our minds, 

after our visual sensory system has responded to those wavelengths. Exactly which 

colour is perceived depends on the composition of wavelengths in the light waves. For 

example, if the sensors detect all visible wavelengths at once, the brain perceives 

white light. If no wavelengths are detected, there is no light present and the brain 

perceives black. 



 

31 

 

Figure 6: How the human brain perceive wavelength as colour of a packaged 

food. 

 

Knowing how our eyes and brain respond to the presence of all visible wavelengths or 

no wavelengths, let’s examine how our vision system responds to each individual 

wavelength. Passing a beam of white light through a prism disperses the light so that 

we can see how our eyes respond to each individual wavelength. This experiment 

demonstrates that different wavelengths cause us to see different colours. We can 

recognize the visible spectrum’s dominant regions of red, orange, yellow, green, blue, 

indigo, and violet; and the “rainbow” of other colours blending seamlessly in 

between. 



 

32 

 

Figure 7: Colour prism indicating the rainbow colours: how human vision 

system responds to each individual wavelength as colour of a packaged food. 

 

When our visual system detects a wavelength around 700nm, we see “red;” when a 

wavelength around 450-500nm is detected, we see “blues;” a 400nm wavelength 

gives us “violet;” and so on. These responses are the basis for the billions of different 

colours that our vision system detects every day. However, we rarely see all 

wavelengths at once (pure white light), or just one wavelength at once. Our world of 

colour is more complex than that. Colour is not simply a part of light - it is light. 

When we see colour, we are seeing light that has been modified into a new 

composition of many wavelengths. For example, when we see a red object, we are 

detecting light that contains mostly “red” wavelengths. This is how all objects get 

their colour - by modifying light. We see a world full of colourful objects because 

each object sends to our eyes a unique composition of wavelengths.  

 

For our visual palette of colours to exist, all three elements of colour - light, object, 

and viewer must be present. Without light there would be no wavelengths; without 

objects there would be only white, unmodified light; and without the viewer there 



 

33 

would be no sensory response that would recognize or register the wavelengths as a 

unique “colour.” 

 

2.7 Colour symbolism and consumer colour preferences for packaged foods 

In order to utilize colour in marketing activities, marketers ought to understand which 

emotions and also the needs behind that each colour can trigger from the target 

customers. The meanings associated with colours vary from culture to culture; there 

are no absolutely universal meanings applied for any colour. Nowadays, the most 

widely known researches about what feelings that colours represent and trigger are 

from North America. With the global spread of North American culture, the 

interpretation of colour meanings by people around the world has been alternated and 

gradually shares some common points. Because the research is targeted at the people 

of Accra which is located in Ghana, the North American set of colour meanings 

presented below which is rather similar to the Ghanaian mode of colour interpretation 

was used. 

  



 

34 

Table 1: The North American meanings of colours (content adopted from Scott-

Kemmis 2013). 

Colour Meaning (Symbolism) Effects 

 

 

Energy: Action; Desire;           

Love; Passion 

Stimulating, fixing and motivating, 

Attention getting: Assertive and 

Aggressive 

 

 

Adventure and risk taking; Social 

and communication interaction; 

Friendship and divorce 

Enthusiasm; Rejuvenation; 

Stimulation; Courage; vitality; Fun; 

Playful 

 

 

Mind and intellect; Happiness 

and fun; Communication of new 

idea 

Creative; Quick decisions; Anxiety 

producing; Critical; Non-emotional; 

Light; Warmth; Motivation 

 

 

Harmony and balance, Growth; 

Hope; Wealth; Prestige; Serenity 

Rejuvenation; Nurturing; 

Dependable; Agreeable and 

diplomatic; Possessiveness; Envy 

 

 

Communication; Peace and calm; 

Honesty; Authority; Religion; 

Wisdom 

Conservation; Predictable; Orderly; 

Rigid; Trustworthy; Dependable; 

Secure; Responsible 

 

 

 

Inspiration; Imagination; 

Individuality; Spirituality; 

Royalty; Sophistication; 

Nostalgia; Mystery 

Empathy; Controlled emotion; 

Respectable and distinguished; 

Impractical; Immature; Dignity; 

Cynical 

 

 

Unconditional love; Compassion; 

Nostalgia; Hope; Girlishness 

Calming; Non-threatening; 

Affectionate; Caring; Immature 

 

 

Stability; Security; Natural and 

wholesome; Earth-like 

Comforting; Protective; 

Materialistic; Simplistic; Durable 

 

 

Neutrality; Compromise; Control Indecision; Detached; Depression; 

Unemotional 

 

 

Innocence and purity; New 

beginning; Equality and unity; 

Fairness 

Impartial; Rescuer; Futuristic; 

Efficient; Clean; Soft; Noble 

 

 

Mystery; Power and control; 

Timelessness; Prestige; 

Sophistication; Value; Evil 

Formal, dignified and sophisticated; 

Depressing; Pessimistic 

 

The colours that we see in this world are not exactly the same, they are different due 

to the dependence on lighting condition, observing position as well as surrounding 

environment, particularly other adjacent colours, can affect the manner the brain 

Black 

Grey\ 

Gray 

Brown 

 

Pink 

 

Purple\ 

 Violet 

 

Blue 

Green 

Yellow 

Orange 

Red 

White 



 

35 

perceives a specific colour. Furthermore, even when we can see the same colour, how 

we perceive it, what it means to us and which emotions it can trigger from us vary 

largely from each individual to another. The reason for this uniformed and varied 

colour perception and preference is that they are coloured by our gender, our age, our 

education, the culture we grew up in, preconceived colour beliefs of the societies we 

live in, our childhood associations with certain colours, and our life experiences, 

whether those associations are negative or positive.  

 

In a study by Choungourian (1972), it was found that variations in colour preferences 

indicate individual differences. Choungourian's subjects were from four diverse 

national backgrounds - the United States, Lebanon, Iran, and Kuwait. There were 160 

subjects, with an equal representation of males and females for each nationality. Some 

marked variations in colour preferences were noticed among the subjects from the 

different countries. Americans had the highest preference for red and blue, but these 

were not preferred by subjects from the other countries. "Blue-green, which is least 

preferred in the United States, takes as its preference value the first position in Iran 

and Kuwait" Choungourian's findings indicate definite cultural differences in colour 

preferences.    

 

Females tend to have broader range of colour preferences and these preferences are 

typically different from those of males. In addition, it is not rare that a number of 

Western males are red/green colour blind. However, there are also unisex colours 

such as blue, red, black, white, silver or gold which can be used in marketing 

materials targeting both males and females. The more mature we become, we switch 

from bright and primary colours in solid blocks to more subdued and sophisticated 



 

36 

colours with patterns. Reaching the adulthood, people seem to be less open for 

experimenting new colours; instead they rather stick with their safer favourites. In a 

similar manner with age, the more educated people get the more complex their colour 

choices seem to be, with relatively unusual names given. Moreover, climate and the 

nature of the living environment have huge impacts on people’s colour perception and 

preferences. People have a tendency to duplicate the colours that they are familiar 

with and become part of their lives. Thus, it is to believe that people from tropical 

climate respond more positive to bright and warm colours, while those who live in 

colder regions prefer cooler and more toned down colours. (Scott-Kemmis, 2013).  

 

2.8 Objective use of colour in food packaging 

Moriarty (1991) discusses colour, mentioning that colour in packaging serves a 

variety of purposes. It creates moods, it draws attention, it emphasizes, and it 

intensifies memorability. Moriarty further states that colour can be used as a cue, to 

either associate with or symbolize something else. Moriarty also claims that the 

primary function of colour in advertising is to help create mood and emotional 

responses. Certain colours are inherently eye-catching. Yellow is powerful because of 

its luminosity, and it is especially powerful when used with black. Red is aggressive 

and a strong attention-like pink will stand out when a bright shade is used. Strong 

attention-getting colour can be used with a centre of interest to make sure the eye is 

attracted to the most important element. Using strong attention-getting colours to 

attract the eye is another way to emphasize what you believe is the most important 

element to be seen. Emphasis means contrast, and to make something stand out it has 

to contrast with everything around it. 

 



 

37 

2.9 Colour coding in food packaging    

Colour coding in packaging is a process of establishing visual cues to packages. 

Colours are easy to remember and, if you can create an indelible association between 

a colour and a product, then you will be assisting the retention process. In packaging, 

the first objective of the colour is to command the eye. It has to be seen, to jump off 

the shelf, if it is to survive the intense competition of the self-service environment. 

Next the package colour is chosen for its ability to be associated with certain desired 

qualities such as elegance, naturalness, softness, and so on. (Morarity, 1991). 

 

To explain colour coding in details, the first thing to talk of is implementing colour 

associations in package designs. Marketers use colour associations to increase product 

sales by sending a message to the consumer. Ideal milk (see fig.6), for example, 

consists primarily of blue and white. Blue is associated with cleanliness, emphasizing 

the product’s promise of clean, white teeth. White is associated with purity making it 

an ideal accent colour. ‘Nestle rich chocolate package (see fig.7), demonstrates the 

effective use of red and brown in packaging. Although red is linked to danger in 

specific contexts, in this context it is associated with physical needs and our will to 

survive. It exudes a strong and powerful masculine energy. Red is energizing. It 

excites the emotions and motivates us to take actions. It signifies a pioneering spirit 

and leadership qualities, promoting ambition and determination. It is also strong-

willed and can give confidence to those who are shy or lacking in will power. The 

colour brown is a serious, down-to-earth colour signifying stability, structure and 

support. Relating to the protection and support of the family unit, with a keen sense of 

duty and responsibility, brown takes its obligations seriously. It encourages a strong 

need for security and a sense of belonging, with family and friends being of utmost 



 

38 

importance. In the meaning of colours, brown is the colour of material security and 

the accumulation of material possessions. Indomie Instant-Noodles(see fig.8), is 

packaged in a green and yellow package. Green is associated with nature and the 

outdoors, which is appropriate for this product’s sales pitch of wholesome, all ‐ 

natural, and healthy ingredients. Furthermore, it is the easiest colour for the eyes to 

process. Yellow is associated with sunshine and optimism, promoting the product in a 

warm and positive manner. 

 

 

Figure 8: A tin of Nestle Ideal Milk 

 

 

Figure 9: A paper pack of Nestle Rich Chocolate 



 

39 

 

Figure 10: A sachet of Indomie Instant Noodles 

 

Establishing brand recognition with colour is the next item to emphasize. Brand 

recognition is the consumer’s ability to identify or associate a product with a brand. 

Marketers establish brand recognition by using specific colours and shapes to form a 

brand mark. The key is consistency; the same colours must be present across all facets 

of a company. For example, a company’s website should be visually relatable to its 

store and consumer products. Researchers at the University of Loyola found that 

colour increases brand recognition by up to 80%. (Morton “Why Colour Matters). In 

another study, when a group of people were shown 3 - second advertisements, over 

62% developed an association to a brand based purely on the colours they saw (Chang 

and Lin, 2010). Brand recognition has a large impact on consumer purchasing 

behaviour. Aside impulse shoppers, many shoppers seek out products of brands they 

recognize. Successful colour manipulation enables shoppers to quickly and easily 

identify the brand they are looking for amongst a sea of similar products. Once a 

company succeeds at establishing brand recognition, it can temporarily manipulate 

trademark colours to add interest to a product. Heinz, which successfully established 

brand recognition by using the colour red, introduced EZ Squirt Blastin’ Green 



 

40 

ketchup in October 2000. This dramatic alteration from the familiar deep - red 

ketchup bottles boosted product sales by $23 million. Consumers had developed such 

strong associations between Heinz and red ketchup bottles that the green bottles 

attracted attention and drew interest.  

 

Lastly, establishing brand image with colour. Colour does more than establish brand 

recognition. It also conveys traits about a company and reflects a company’s 

personality, or, brand image. In this sense, colour serves as a subliminal language. A 

study in the African Journal of Business Management reveals how consumers 

perceive the colours used by companies like Coca Cola, Hermes, Starbucks, and IBM. 

Participants considered the red of Coca-Cola conveys stimulus, vividness, youth, 

happiness and energy. Participants regarded Hermes as courage, ego, uniqueness, 

differentiation, youth and in vogue. They considered that the green of Starbucks 

conveys quiet, leisure, youth, staidness and comfort. Participants perceive IBM as 

reliable, staid, professional, cool, novel, and trustworthy. (Chang, Lun, and Lin, 

2010).In addition, the colours purple, white, and yellow reflect the following traits, 

respectively: imaginative, down-to-earth, and spirited. Companies choose colours for 

their logos and store designs not just because they look good, but to communicate 

specific qualities about a service or product.  

 

 

Figure 11. A sample Coca-Cola logo 

 



 

41 

 

Figure 12. A sample Starbuck Coffee logo 

 

 

 

Figure 13: A sample IBM logo 

 

 

Figure 14:  A sample Hermes Paris logo 



 

42 

2.10 Factors affecting consumer buying behaviour of a packaged product  

When consumers purchase something, they are influenced by cultural, social, personal 

and psychological characteristics. In other words, while they are purchasing 

something they consider their own cultural, their social status, lifestyle, as well as 

other factors. Therefore, if marketers want to be successful, they should understand 

these characteristics and satisfy different needs of the consumers (Philip Kotler et 

al.2005).   

 

Figure 15: Diagram on factors affecting consumer buying behaviour of a 

packaged product. 

 

Cultural factors which include culture, subculture and social class are very important 

issues affecting consumer decisions. Culture is the most basic factor that affects 

consumer decisions. It can be defined as a person who contacts basic traditions, 

taboos, values, attitudes, perceptions, wants, and behaviours from the family and 

society since childhood to grow up. Marketers need to be acquainted with cultural 

shifts, and imagine new products to satisfy consumers. Cultural shift represents the 

complexity of consumer behaviour and international variety. Subculture can be 

Cultural

•Culture

•Subculture

•Social class

Social 

•Reference 
groups

•Family

•Roles & 
stastuses

Personal

•Age & Life-cycle 
stage

•occupation

•Economic 
circumstances

•Lifestyle

•Personality & self 
concept

Psychological

•Motivation

•Perception

•Learning

•Belief & 
attitudes

Buyer



 

43 

defined as group of people who share value systems due to common life experiences 

and situations; subcultures include nationalities, religions, racial group and 

geographic regions (Philip Kotler & Armstrong 2008). For example, there are 

different preferences and taboos of patterns and colours in different nations and 

regions. So subcultures cannot be ignored. Many clever marketers often design 

products based on subcultures factors to tailor different needs of consumers. The 

people of social classes share similar values, interests and behaviour. The social class 

is determined by the combination of occupation, income, education, wealth, and other 

various aspects. The expensive and top brands are status symbols. That is to say, the 

richer and higher status the consumers are, the more expensive brands they would 

purchase. 

 

Social factors which include groups, family, roles and status can affect consumer 

responses. Therefore, marketers also need to design their strategies based on social 

factors. Membership groups technically can be defined as certain amount of people 

that have direct influences to each other and belong to actual groups. The regular but 

informal interactions are called primary groups, such as family, friends, neighbours 

and fellow workers. Moreover, the secondary groups more formality but have less 

regular interaction, such as religious groups, professional associations and trade 

unions. Reference groups, also called leader or model groups, can be defined as 

certain amount of people that have direct or indirect influences on attitudes and 

behaviour among each other. Sometimes, family that can also be called a primary 

reference group, along family and marital status might also play an important role in 

consumer decisions (David Jobber & Geoff Lancaster 2000). There are two types of 

families, one is family of orientation, and the other is family of procreation. The first 



 

44 

type, family of orientation means parents give their children an orientation that 

including religion, politics and economics, and sense of personal ambition, self-worth 

and love. However, the second type, family of procreation means the purchasing 

behaviour has more direct influence by spouse and children. Furthermore, the 

majority of wives purchase for their families; such as food, household products and 

clothing. But if it involves expensive products, husbands and wives usually make joint 

decisions. In addition, there are five consumers purchasing roles. These are the 

initiator who is the person first has suggestions or ideas about buying something; the 

influencer means the advices of a person could influence purchasing decision; the 

decider is the person who finally makes decisions to buy or not; the buyer is the 

person who really buys; the user is the person who uses the product, in many cases the 

user is not the buyer. A person has different positions in the family, group, company 

and organizations. Different roles and society status of a person will influence his or 

her purchasing behaviour, people usually buy suitable goods for their roles and status. 

(Philip Kotter & Gray Armstrong 2008). 

 

Personal factors which consist of buyer’s age and life-cycle stage, occupation, 

economic situation, lifestyle, and personality and self-concept also influence 

consumer decisions (Philip Kotter et al. 2005). People purchase different goods and 

services largely depending on their ages and lifecycle stages. Furthermore, even if 

life-cycle stages are same, shifting lifestyles will also lead to decline of purchasing 

some products and growth in others. In addition, psychological life-cycle stages also 

affect purchasing decision. People experience passages and transformations in their 

lives, some transformations could stimulate people’s purchasing interests. Different 

occupational groups have different demands. Marketers should research their different 



 

45 

interests, and specialize in providing products to satisfy different needs according to 

their occupation. Various economic situations of different people can influence their 

purchasing decision. If a person has a high income, he or she is able to purchase 

relatively more expensive goods and luxury; however in contrary, if a person has a 

relatively low income he or she will purchase reasonably economical goods. And if 

economic indicates show there is an economic recession, marketers should consider 

re-pricing the products. (Philip Kotter et al. 2005).Lifestyle is a person’s living mode, 

including activities, interest and opinions. Once, RISC research agency of Paris 

investigated to know how social changes affect market trends. They found that there 

are six types of people; the traditionalist, the homebody, the rationalist, the pleasurist, 

the striver, and the trend-setter. (Philip Kotter et al. 2005).Each person has his or her 

unique personality, and the unique characteristic affects his or her purchasing 

behaviour. The personality includes self-confidence, sociability, autonomy, 

defensiveness, adaptability and aggressiveness. Based on personality, marketers 

analyse consumer behaviour for certain product brand selection. The basic self-

concept is possessions of people that reflect their identities. Marketers should be 

aware of the relationship between consumer self-concept and possessions.  

 

Consumer decision is also affected by four important psychological factors: 

motivation, perception, learning, as well as beliefs and attitudes (Philip Kotter et al. 

2005).There are some different human needs, such as physical needs, like hunger, 

thirst or discomfort and psychological needs, like recognition or belonging. 

Motivation is a need that people seek satisfaction. We learn information by five 

senses: sight, hearing, small, touch and taste. And perception is the complex process 

of selecting, organising and interpreting the sensory information (David Jobber 2001). 



 

46 

In addition, there are three perceptual processes: selective attention, selective 

distortion and selective retention. Selective attention means people screen out the 

information that they are most interested in, in other words, marketers should work 

hard to catch the attention of people. Furthermore the attention can be influenced by 

size, colour and movement of a stimulus. Selective distortion occurs when people 

distort the message that their existing beliefs and attitudes. Moreover, colour also 

affects interpretation. For example, blue and green are felt cool and security; red and 

yellow are felt warm and cheerful; black is regarded as a symbol of strength. Thus, 

consumer behaviour can be influenced by using suitable colour in packaging design. 

Selective retention means people retain memories that support their attitudes and 

beliefs. Learning can be defined as changes in people’s behaviour due to their long-

term memories and experiences. The interplay of drives, stimuli, cues, responses and 

reinforcement could make learning occur. In addition, if a new company enters the 

market, it can appeal to a same drives and provide a same cues with its competitors, 

because consumers like changing their mind among similar brands; this is 

generalization. However, if a new company enters the market, it designs its brand to 

appeal to different drives and provide strong cues to transform brands; this is 

discrimination (Philip Kotter et al. 2005).A belief means a person holds or believes 

about something (David Jobber 2001). Marketers pay attention to the beliefs, because 

the belief make up product and brand images that influence consumers’ behaviour. An 

Attitude means a person is always favourable or unfavourable evaluations, feelings 

and tendencies for an object or idea. Attitudes are difficult to change, so marketers 

should try to make the products fit for existing attitudes instead of changing attitudes 

(Philip Kotter et al. 2005). 



 

47 

 Buyer-readiness stages can mean the stages that buyers pass through on their way to 

purchase, including awareness, knowledge, preference, conviction (Philip Kotter et al. 

2005). 

 

International marketers must determine what products enter in which country, and 

whether the products standardize or adopt the international markets. In addition, 

consumers all over the world have their own cultures, attitudes and purchasing 

behaviours. International marketers also face the challenges of different packaging 

standard. Consumers around the world also have their different packaging 

preferences. For instance, Europeans tend to efficient, functional, recyclable boxes 

with understated designs. However, some, Asian, like Japanese and Chinese, often use 

well-designed packaging as gifts to present to their families as well as business 

partners. In brief, companies must know different wants of the consumers from 

different countries, design suitable products and packaging to attract consumers and 

win the competitors. 

 

2.11 Research Questions  

The following research questions were asked by the researcher: 

➢ What factors influence consumer buying decision? 

➢ How does packaging colour influence consumer’s attitude towards familiar 

and unfamiliar product? 

➢ How does the colour of a packaged product affect consumer perception of a 

product? 

➢ What is the impact of colour in packaging on the buying behaviour of 

consumers?  



 

48 

2.12 Definition of Terms 

Technology:  The application of scientific knowledge for practical purposes, 

especially in industry. 

Cool colours:  Colours which have blue or green in it. It is thought of as the colour of 

water or sky and suggests coolness. 

Hue:   Is the set of “pure” colours within a colour space. It ranges from to 3590 when 

measured in degrees. 

Warm colours:  Colours made of orange, red, yellow and a combination of them all. 

They tend to make you think of sunlight and heat. 

Beam of light:  Is a directional projection of light energy radiating from a light 

source. 

Buying behaviour: Buying behaviour is the decision processes and acts of people 

involved in buying and using products 

Consumer behaviour: Consumer behaviour refers to the selection, purchase and 

consumption of goods and services for the satisfaction of their wants.  

Packaging: Packaging is the wrapping material around a consumer item that serves to 

contain, identify, describe, protect, display, promote and otherwise make 

the product marketable and keep it clean.  

Package:  Package is a wrapper or container that covers or holds something.  

Product: A product is something sold by an enterprise to its customers. 

 

2.13 Conclusion 

This chapter looked at some products packaging colours, theoretical frameworks and 

colour, the impact of colour in formation process, Colour dimensions and impact of 

preferences on consumer choices, Effects of clour on the formation of attitude 



 

49 

towards the product, definition of packaging, the history of packaging, the role of 

packaging, colour, the role of colour on packaging product, colour symbolism, 

package design, attraction and decision making. 

The chapter also discussed food package colour and decision making, colour  as an 

influential medium used in food package design, colour symbolism and consumer 

colour preference for packaged foods, objective use of colour in food packaging, 

colour coding in food packaging and factors affecting consumer buying behaviour of 

packaged products. 

 

 

 

 

  



 

50 

CHAPTER THREE 

METHODOLOGY 

3.0 Introduction 

This chapter focuses on the design and method adopted for the research as well as the 

conceptual framework for the analysis. It is intended to explain the variables and their 

units of measurements and analysis, data collection tools/techniques and sources as 

well as the expected output of this research. 

 

Data Collection 

This section discusses the population studied, the study design, the sample size and 

sampling procedures, measurement instrument and methods of data collection. 

 

3.1 Research design 

Burns and Grove (2003) defined research design as “a blueprint for conducting a 

study with maximum control over factors that may interfere with the validity of the 

findings”.  

This study relied on the qualitative research method. It is qualitative since data 

collected is characterized by words or text including images rather than numbers. 

Moreover, it is qualitative because the researcher used it to reveal range of behaviours 

and perceptions towards the preference of colour on consumer buying. It was used to 

process and analyse information gathered to make the research topic more 

understandable.  

This study as a whole relied on the qualitative research method. This is because the 

data collected is characterized by words and statements rather than numbers. Data 

collected is empirical as those participants who answered the questionnaires are 



 

51 

people who have practical experiences in the area of study. Empirical research 

focuses on advancing knowledge in a field of study. Insights may be generalized to 

other settings; theories, hypothesis/research questions derived from more general 

theoretical propositions.The researcher carefully selected the above approaches 

because they offered the best means of obtaining valid data for the study. 

 

3.2 Sample and Sampling Techniques/Procedure 

Sidhu (2003) explains sampling as the process of selecting a representative unit from 

the population. The way of obtaining this sample is what is termed as sampling 

technique. Probability Sampling (Simple Random Sampling) was used in selecting 

sample for the research in other to make generalization. With this technique, the 

researcher gave individuals an equal chance of being selected as a subject. This made 

it a fair way of selecting a sample from the population. The sample selected consisted 

of forty (40) people from the various shopping mall, each mall being represented ten 

(10) respondents. 

 

3.3 Data Collection Instruments 

A self-administered questionnaire would be employed providing a set of questions for 

respondents. The questionnaire is made up of closed and open questions.  

The questionnaire was used because of the following 

➢ It provides all targeted respondents with the same questions. 

➢ It does not provide the researcher opportunity to influence responses 

➢ There is the tendency on behalf of the researcher to ask personal questions. 

 



 

52 

3.4 Data Collection Procedure  

Primary and secondary data techniques were used for this study. Primary technique 

was used through the questionnaires while the secondary data consisted of the review 

of literature on the impact of product’s packaging colour on consumer purchase the 

researcher collected the data by himself. Questionnaires were based on personal 

opinions about product package colour on consumer purchase. All questionnaires 

were guided by the purpose and objectives of the study for accuracy and consistency 

of the results.  

 

The questionnaires were directed to the literate and the illiterate respectively. 

Responses were collected as primary data immediately after respondents finished 

responding to the questionnaires. For those who do not understand the English 

language, the researcher translated questions into the local language and responses 

were retranslated into the original language (English).  

 

3.5 Target Population 

Creswell (2011) defines population as “the total number of units from which data can 

be collected”, such as individuals, artefacts, events or organizations. Burns and Grove 

(2003) describe population as all the elements that meet the criteria for inclusion in a 

study. Holmes and Solvang, (1997) and Ofori, (2008) emphasizes that, it is of great 

importance to find the right respondents to get the right information for the attainment 

of research objectives.  

The population for this study is mainly the customers and shop attendants within the 

various geographical locations thus the West Hills mall, Accra mall, Junction mall 



 

53 

and Achimota Retail Center. A population of about forty (40) consumers including 

shop attendants and customers. 

The target population for a survey is the entire set to be used to make inferences. 

Thus, the target population defines those units for which the findings of the survey are 

meant to generalize. For the purpose of this research, the researcher would target the 

selected food packages and colours - red, orange, yellow, green, blue, purple\violet, 

pink, brown, grey/gray, white, black respectively. The research was conducted in four 

areas in the Greater Accra metropolis; West – Hills Mall, Accra Mall, Achimota Mall 

and Junction Mall. These four areas were selected due to the different level of 

educational background which the researcher believes influence the purchase of a 

product. 

 

3.6 Method of Data Collection 

The selection of respondents was based on simple random sampling. The researcher 

administered questionnaire to the people who can be found in the malls. The rationale 

for choosing the method was due to the fact that it conforms to certain criteria. Thus it 

selected with a definite purpose based on the evidence available. Sidhu also described 

questionnaire as a form prepared and distributed to secure responses to certain 

questions. This means that it is a device for soliciting answers to questions listed on a 

form which are filled by respondentsThe questionnaire seeks to identify views of 

consumers about their behaviours. 

 

Open-ended and closed-ended questioning methods were employed in preparing the 

questionnaire. The closed-ended questioning method consisted of items or questions 



 

54 

that called for short check responses, while open-end questions structured called for 

free responses in the respondent own words. 

The researcher used both primary and secondary method of data collection to achieve 

the objectives set for the study. The primary data was collected through 

questionnaires while the secondary data consisted of the review of literature on 

package colour and consumer decisions.  

 

3.7 Method of Data Analysis 

Content analysis was carried out by the researcher to analyse the data. Krippendorf 

(1980) defines content analysis as a systematic research method for analysing textural 

information in standardized way that allows evaluators to make references about the 

information. It is a research method that uses a set of procedures to make a valid 

inference from a text (weber, 1990).  Going by the definition of these two 

personalities, all the questionnaires were scrutinised to ensure, accuracy and 

completeness. Data collected were recorded and assembled in narrative form, chats 

and also as tables that describe package colour and consumer decisions. These were 

analysed and interpreted to give a fair idea of the situation on the ground.  Details of 

this have been provided in the next chapter. 

 

3.8 Conclusion 

The chapter explained the design and method employed for the research as well as the 

conceptual framework for the analysis. Also the chapter further explained variables 

and their units of measurements and analysis, data collection tools/techniques and 

sources as well as the final output of the research. 

  



 

55 

CHAPTER FOUR 

DATA PRESENTATION, ANALYSIS AND DISCUSSION 

4.0 Introduction 

This chapter presents the analysis of various responses given by the forty (40) 

respondents engaged in the study; ten (10) responses for each mall. Useful 

information is highlighted, suggestions and decisions are made and conclusions drawn 

based on the data collected in relation to the research questions. The purpose of this 

study is geared towards examining the factors that influence consumer buying 

decisions; investigate the impact of packaging colour on consumer’s attitudes towards 

familiar and unfamiliar products, and find out how the colour of a product package 

affects consumer perception of a product. As such the researcher through his data 

collection instrument (questionnaire) was able to obtain data from the respondents 

based on their knowledge on the topic; package colour and consumer decisions. 

  

4.2 Background information of Respondents 

 

Source: Field Survey, 2021 

Figure 16:  Age distribution of Respondents 

0

5

10

15

20

25

30

35

15 - 30 31 - 40 41 and above

33

5
2

AGE OF RESPONDENTS



 

56 

 

Source: Field Survey, 2021 

Figure 17:  Gender distribution of Respondents. 

 

Personal data of each respondent was collected to make the research more reliable and 

valid. This information includes age, gender, nationality and educational background. 

With age differences, 14 males and 19 females were recorded ranging from 15 to 30 

years, 5 females 30 to 40 years and 2 female 40 years and above summing up to 40. 

Ninety two percent (92%) of the respondents were Ghanaians and eight percent (8%) 

from other countries. The data gathered depicts that in all, the participants had 

education background whiles others were students who have completed or pursuing 

education in the second cycle institutions, primary/Junior high school and tertiary 

institutions.  

 

4.3 Analysis of research question one: What factors influence consumer buying 

decision? 

The results from the interview conducted suggest there are several factors that may 

influence consumer decisions. In answering this question, the researcher asked; ‘What 

0

5

10

15

20

25

30

Male Female

14

26

GENDER



 

57 

factor(s) may influence you to buy a particular packaged food? The research proved 

that personal factor (57.5%) influence many to purchase a particular packaged food, 

which recorded the highest percentage, followed by impulse buying (15%) and social 

factors (15%) emerging as the second influential factor in package food, followed by 

cultural factors (10%) and psychological factors (2.5%) greatly influence consumer 

purchase decisions. When probed further, it indicated that personality and self-

concept recorded (30%) which is categorized under personal factors was the most 

common factor that influences consumer purchase decisions followed by lifestyle 

(25%). Other factors had less influence on consumer purchase decisions not forgetting 

impulse buying which may negatively influence consumers over already decided 

packaged product to be purchased. The tables and figure below further explains the 

responses of respondents. As said by Kuvykaite (2009) package attracts consumer’s 

attention to particular brand, enhances its image, and influences consumer’s 

perceptions about a product. Thus package performs an important role in marketing 

communications and could be treated as one of the most important factors influencing 

consumer’s purchase of package, its elements and their impact on consumer’s buying 

behavior became a relevant issue. Prendergast and Pitt (1996) shows that packaging 

provides an attractive method to convey messages about product attributes to 

consumers at the point of sale. The package sells the product by attracting attention 

and communicating, and also allows the product to be contained, apportioned, 

unitized, and protected. Orth and Malkewitz (2008) confirms that package design is 

an incredibly significant medium because it has such a huge impact on a consumer’s 

decision making. The package is what the consumer sees at the moment they make 

their decision to purchase 

 



 

58 

Table 2: Factors influencing consumer purchasing decision for packaged foods. 

Factors Frequency Percentage (%) 

a. Cultural 4 10 

b. Social 6 15 

c. Personal 23 57.5 

d. Psychological 1 2.5 

e. Impulse buying 6 15 

Total 40 100 

Source: Field Survey, 2021 

 

 

Source: Field Survey, 2021 

Figure 18: Pie chart showing factors that influence consumer purchasing 

decisions for packaged foods. 

  

Cultural, 4, 10%

Social, 6, 15%

Personal, 23, 
57%

Psychological, 
1, 3%

Impulse buying, 
6, 15%

Cultural

Social

Personal

Psychological

Impulse buying



 

59 

Table 3: Details on factors influencing consumer purchasing decisions for 

packaged foods. 

Factors