colour and various ways it has influenced the buyer’s opinion in vehicle industry

colour and various ways it has influenced the buyer’s opinion in vehicle industry

Introduction

Advertisement is inevitable when it comes to an organisational success. Since industrial revolutions humans have been using various ways to market their goods and services, among these successful ways is advertisement. It can be done in several ways such as branding, word of mouth, colour among others. In this article I have carried out intensive research and I am going to discuss about colour and various ways it has influenced the buyer’s opinion in vehicle industry.

Discussion

Colour is essential when it comes to buying intentions of a consumer. Colour can grasp attract consumer’s attention more easily because of the various relations they have with specific colours. To some extent words can communicate a language that may not be conveyed in words, due to this colour can be more persuasive and effective in influencing the buyer’s decision. In the recent research by Global Automotive Colour Popularity, white is seen to stand out as the most bought, followed by black, silver and shades of grey. Bright colours such as yellow are least bought. This opens us up to the idea of impact of colour.

Impact of colour to a consumer. It has various impacts to a consumer, for instance white colour is widely known for the face of technology given that most gadgets are white in colour. This has largely influenced the choice of a consumer in buying vehicles. Dull colours such as blue, grey and silver gives a soothing impression to the buyer, this are mostly associated to the elder people in the society. According to The Global and Mail research red is the most expensive colour as a result, it gives an outlook of the power making it desired by specific buyers. In other cases, we find organisation manipulate the aspect dominating colours to their advantage, according to The Register a research in the United Kingdom is that copper or bronze is sexually attractive.” … to be able to capture the fashion trend is an essential factor…” Hsiao et al pg 273. It stipulates that organisation should be updated with the colour trends in the market to enhance productivity.

Consumer targeting. On the other hand, the aspect of colour has been used to target specific consumers.

http://www.daemonquest.com/en/research_and_insight/2006/10/11/market_segmentation_strategies_how_to_maximize_opportunities_on_the_potential_market.

The idea was to offer a car for every target market. In areas such as primary urban places, they may use blue and green to show closeness to nature thereby attracting consumers of that region.

The aspect of gender is considered while targeting consumers in that, car manufactures may use colours preferred by a given gender such as pink and purple that may be acquired widely by the females. In that manner it is evident that colour does really matter.

Product characteristics. This majorly used for organisations that have been in the marketing for a long time period or those that are establishing their brand. A good example is Toyota Red which is the primary brand colour used throughout Toyota type family. This organisation uses a persistent colour throughout the years which make them trustable and respected by their customers. This again shows that colour largely influences car purchase intentions. This generates the idea of memory.

Memory enhancement. Generally visual picture memory is easier to remember than details, as a result, marketers are advised to use colours that are easily caught by the eyes to enhance remembrance among the buyers. According to The Admin Zone website dark colours such as blue, black and modified red are easy on the eye thus generally considered by consumers. Bright colours such as yellow and pink are remembered with ease because it attracts the consumer by its vibrance.

On the other hand, much as there is strictness in colour in enhancing car purchase intentions, the main purpose of a business still holds as profit. Colour can add to the cost of your advertising and at the same time does not add value of the car making it rather unnecessary. This can also be demonstrated in some instance of poor marketing strategy, whereby, odd colours maybe used which will result to poor consumption leading to a general loss in the organisation. It is therefore safe to say that at a given instances car purchase intensions is not necessarily dependent on colour but more of the strategy used.

From the above illustrations and hefty research, colour is a primary need in marketing and influencing car purchase intentions. Holding other factors constant, appropriate use of colour to suit demand from the market may not only lead the organisation to success but also generate respect and patriotism from the consumers. Famous car brands in the industry manipulate this factor to enhance success. On the other hand, we find that when the expenditure on colour is not countered by the value cost of the car, then colour of the car will be rendered unnecessary. It is therefore clear to say that due to more positives than negative, colour largely matters when it comes to car purchase intentions by the consumer.