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Management of Organizations: Systematic Research

Organizacijy vadyba: sisteminiai tyrimai

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The Influence of Color Perception on Marketing Decisions

Laimona Šliburytė
  • Corresponding author
  • socialinių mokslų (ekonomika) daktarė; Kauno technologijos universiteto Ekonomikos ir verslo fakulteto Marketingo katedros docentė. Gedimino g. 50, LT-44239 Kaunas, Lithuania
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/ Ilona Skėrytė
  • vadybos studijų krypties marketingo studijų programos magistrė; Kauno technologijos universiteto Ekonomikos ir verslo fakultetas, Marketingo katedra. Gedimino g. 50, LT-44239 Kaunas, Lithuania
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Published Online: 2017-07-01 | DOI: https://doi.org/10.1515/mosr-2017-0010


The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

Keywords: sensory marketing; colour perception; colour perception influencing factors; colour perception in marketing decisions


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About the article

Received: 2016-11-09

Accepted: 2017-05-30

Published Online: 2017-07-01

Published in Print: 2017-06-27

Citation Information: Management of Organizations: Systematic Research, Volume 77, Issue 1, Pages 169–184, ISSN (Online) 2335-8750, DOI: https://doi.org/10.1515/mosr-2017-0010.

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© 2017. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. BY-NC-ND 4.0

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