The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions

Alissa Maier

Master's thesis

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Abstract:

Despite its importance, the concept of colour is not widely understood in marketing. This thesis establishes conventionally, and unconventionally coloured smartphone lines based on desk research. The influence of these smartphone colour palettes on consumers’s attitudes to the visual appeal of the product line, the brand personality with regards to originality, the brand itself, and purchase intention were then researched. Four hypotheses were tested on a sample of 101 subjects. The results demonstrated that smartphone colour palettes have significant impacts on consumers’ attitudes and on their purchase intentions. Finally, colour strategies for incumbent and new market players based on the results are presented.

Keywords

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Keywords

smartphones, colour, product marketing

Language used: English

Date on which the thesis was submitted / produced: 13. 11. 2017

Thesis defence

• Date of defence: 7. 6. 2019
• Supervisor: Miroslav Karlíček
• Reader: Jan Keprta

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management