Color and consumer behavior

Market research top-line Apr. 2012

Color voodoo How color symbolisms affect different values and choices

THEME:

About:

Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver opinions, evaluations and perceptions of consumers about various topics including economic situation, new trends, products & services etc.

We do hope that Viettrack could help producers and marketers feel the breath of consumers, from which find out the most appropriate way to satisfy the consumers’ needs which is increasingly sophisticated.

Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct.

Viettrack - April 2012: Sampling size : N=300;

HCM = 200, HN =100 Sex: Female, Male Economic class: ABC Age: 18 - 49

CONTENTS

Favorite color

Color associated to “feeling-based” group of words

Color Symbolism in Choices & Purchasing Criteria

CONTENTS

Favourite color



Favorite & least favorite color

In overall, the most popular and favorite colors are red, light blue, medium light blue (sky). Black color is preferred by some people but at the same time is the least favorite by some other people.

The least favorite color is yellow color, particularly from HCMC.

Color association According to the respondents, Red is associated with Happiness, Sexy, Modern,

Luxury, Party, High-tech products, High performance, High Quality and Good luck. In addition, people think that Red is the fashion color and represents for confident people.

Pink is associated with Happiness, Sexy. Consumers also perceive foods and drinks with Red and Pink color are good smell and good taste.

Beside Red color, Black is also associated to Hi-tech products, High performance, and High quality. Black is represent for Determined people. On the other hands, Black represents for the bad luck and taboo.

Light blue and Medium light blue (sky) are represents for Eco-friendly, Hope. Moreover, Light blue bring a sense of Safety.

White is the color of Pure, Dignity The soft colors as white and pink make consumers relate to baby and kid while Red

is the color of teenager.

Summary of findings


In general, color is quite important when they choose and buy a product. Especially for Automobiles (Sedan car), Motorcycles, the house exterior and mobile phone/smart phone, color is very important.

In HCM, color is very important for Automobiles (Sedan car), Motorcycles, House exterior. In Hanoi, color is also very important for Automobiles (Sedan car), House exterior and Mobile phone/smart phone.

The colors people would like their Automotive to be are Black, White or Sliver. For Motorcycles, consumers also like Black, Red and White colors. Light Blue, medium light blue (sky), lime green are preferred for House exterior.

Summary

16.3 17.0 15.0

12.7 10.0 18.0

9.7 10.0

9.0

8.0 9.5 5.0

7.7 9.0 5.0

6.0 6.5 5.0

5.3 5.5

5.0

5.3 5.0 6.0

3.7 3.0 5.0

3.0 4.0 1.0

22.3 20.5 26.0

Red (tomato)

Black

Light Blue

Medium Light Blue (Sky)

Pink

Yellow

Blue

White

Green

Lime Green

Other

Total HCM Hanoi %

Most favourite color

Red (tomato) is the most favourite color of many HCM people, but in Hanoi, people seem like black the most.

In overall, three colors are the most popular and favourite in both cities are red, black, and light blue.

N=300 N=200 N=100

14.0 12.5 17.0

9.0 12.0 3.0

5.0 5.5

4.0

4.7 4.0

6.0

4.0 5.5 3.7 5.5 3.3

5.0 3.3

4.0 2.7

2.0

4.0

2.3

2.5

2.0

20.7

24.0

14.0

27.3

17.5

47.0

Black

Yellow

Red (tomato)

Brown

Cream (off white)

Purple

Lime Green

White

Dark Grey

Blue-purple

Other

None

Total HCM Hanoi %

Least favourite color

However, black is sensitive, it is also color that many people are least favorite, especially in Hanoi.

Three least favorite colors are: black, yellow and red ( tomato)

N=300 N=200 N=100

17.0 17.5 16.0

12.0 9.5 17.0

11.0 12.0 9.0

8.0 9.5 5.0

6.7 8.5 3.0

6.7 6.5

7.0

5.3 5.5

5.0

5.0 5.5 3.3

6.0

5.0

21.7 21.0 23.0

Red (tomato)

Black

Light Blue

Pink


White

Blue

Yellow

Purple

Green

Other

Total HCM Hanoi %

Previous most favourite color

N=300 N=200 N=100

Reason for most favourite color

%

Based on total respondents, N=300

2.0

20.4

10.2

4.1

6.1

16.3

10.2

2.0

28.6

8.2

8.2

2.0

8.2

Cool

Fresh, Clean

Gentle

Youthful

Pure

Sexy

Fashionable

Hope / faith

Lucky

Happiness / fun

Strong vitality

Suits me

Mysterious

Eco-friendly

Energetic

13.0

26.1

39.1

17.4

13.0

4.3

30.4

13.0

4.3

25.0

25.0

12.5

6.3

25.0

18.8

6.3

6.3

18.8

6.3

6.3

33.3

25.0

4.2

4.2

8.3

8.3

25.0

16.7

16.7

4.2

31.0

24.1

3.4

3.4

3.4

6.9

10.3

17.2

6.9

6.9

10.3

3.4

Red (tomato)

Pink

Blue


Light Blue

Reason for most favourite color

%


9.1

9.1

18.2

9.1

9.1

9.1

18.2

18.2

18.2

18.2

9.1

Cool

Fresh, Clean

Gentle

Youthful

Pure

Sexy

Fashionable

Hope / faith

Lucky

Happiness / fun

Strong vitality

Suits me

Mysterious

Eco-friendly

Energetic

22.2

33.3

11.1

27.8

5.6

5.6

16.7

11.1

5.6

5.6

12.5

25.0

6.3

81.3

12.5

12.5

6.3

60.5

21.1

10.5

2.6

2.6

23.7

34.2

33.3

22.2

33.3

22.2

11.1

11.1

11.1

11.1

11.1

11.1

Green Lime Green Yellow White Black


Reason for changing favourite color

Red (tomato) Pink


Light Green Yellow Black Silver

Not strong/ Weak 20 17 33 25 20 33

Not nice 25 20 33

Not clear 67

Not strong in love 33 33

Color is easy to lose 33 33

Vivid 20 17 25

Dark 20 33

Not luxury 20 25

Change follow age and time 20 20

CONTENTS

Favorite color




Overall – Color associated to “feeling-based” group


Overall – Color associated to Attribute-based Words Association


Overall – Color associated to Feeling-Based Words Association

Based on FGDs in HCM

Color is automatically associated to clothes, style, fashion, cars, motorcycles, interior design, etc.. It is one of the key factors impacting on their choice.

Both male & female agree that they will not buy these products if there is not their favorite color.

Otherwise, they will make their own order for the favorite color of these products (car, home furniture, …).

Colour reflects: the aesthetic, the style, personalities & even their social status with the very unique product & their own colour.

Colour in combination with products could enhance the beauty or lift up spirit of people

For people, who are impacted by belief in geomancy, colour is perceived one of the factors impacting on fate.

Color associated to Feeling-Based Words Association

CONTENTS

Favorite color



69.7

62.7

53.0

49.0

42.3

39.0

38.7

35.7

30.3

29.3

27.7

27.7

26.3

36.7

41.3

42.7

49.3

51.3

44.7

47.3

59.0

50.0

60.7

60.7

4.0

0.7

5.7

8.3

9.7

16.7

17.0

10.7

20.7

11.7

11.7

Automobiles (sedan car)

The House exterior

Motorcycles

Mobile phone/ Smart phone

Computer (PC & Notebook)

Supplement Food (food colour, not packaging colour)

The House roof

Babys stuffs

Refrigerator

Perfume (packaging colour)

Television set

Washing machine

Very important Quite important Not important at all

% Overall – Important level of color


70.5

67.0

56.5

47.0

47.0

41.5

40.5

39.5

31.0

31.0

30.0

29.0

23.5

32.5

36.0

40.5

41.5

46.5

42.5

35.5

52.0

44.5

54.5

53.5

6.0

0.5

7.5

11.5

12.0

17.0

25.0

17.0

24.5

15.5

17.5


The House exterior

Motorcycles




The House roof

Babys stuffs

Washing machine


Refrigerator

Television set


%

HCM – Important level of color

Based on HCM respondents, N=200

68

54

53

46

44

35

31

28

26

25

23

21

32

45

47

52

55

49

68

71

61

75

71

78

1

0

2

1

1

13

0

6

1


The House exterior


Motorcycles


The House roof

Refrigerator

Babys stuffs


Television set


Washing machine


%

Hanoi – Important level of color

Based on Hanoi respondents, N=100

61

45

37

16

43

64

36

76

64

13

19

48

15

20

9

13

23

15

31

10

10

13

11

15

11

10

9

10

11

8

12

4

8

12

9

6


Motorcycles

The House roof

The House exterior

Refrigerator

Television set

Washing machine





Baby's stuffs

%

Overall – Popular color


Top 3 colors

55

49

30

17

42

61

31

77

67

18

24

65

18

19

13

16

28

18

37

11

9

14

14

5

16

8

14

15

10

7

11

3

6

11

9

5


Motorcycles

The House roof

The House exterior

Refrigerator

Television set

Washing machine





Baby's stuffs

%

HCM – Popular color


Top 3 colors

73

38

51

15

47

71

45

74

58

5

11

14

9

21

3

7

14

9

19

9

12

12

6

35

2

15

14

9

15

8

13

16

8

8


Motorcycles

The House roof

The House exterior

Refrigerator

Television set

Washing machine





Baby's stuffs

%

Hanoi – Popular color


Top 3 colors

48

33

31

20

42

54

34

54

54

13

16

40

17

17

8

10

17

16

26

15

11

12

13

16

8

10

7

8

12

9

16

6

9

12

7

8


Motorcycles

The House roof

The House exterior

Refrigerator

Television set

Washing machine





Baby's stuffs

%

Overall – Most favourite color


Top 3 colors

48

34

25

21

43

54

30

59

57

13

19

54

18

20

12

7

20

18

32

14

10

9

13

6

11

8

11

12

11

9

15

7

9

16

4

8


Motorcycles

The House roof

The House exterior

Refrigerator

Television set

Washing machine





Baby's stuffs

%

HCM – Most favourite color


Top 3 colors

49

31

45

18

42

54

44

44

47

12

10

14

14

11

17

12

13

15

19

12

18

14

35

3

13

13

9

19

6

9

5

13

9


Motorcycles

The House roof

The House exterior

Refrigerator

Television set

Washing machine





Baby's stuffs

%

Hanoi – Most favourite color


Top 3 colors

Overall- Conclusion about popular and favourite color.

Most of customers accept and satisfy with popular color of each product category above (popular color on the market is also the favourite color )

But it looks like light blue for the house exterior are most satisfied.

Popular color Favourite color

Automobiles (sedan car) 61 48

Motorcycles 45 33

The House roof 37 31

The House exterior 16 20

Refrigerator 43 42

Television set 64 54

Washing machine 36 34

Mobile phone/ Smart phone 76 54

Computer (PC & Notebook) 64 54


13 3

Perfume (packaging colour) 19 16

Baby’s stuffs 48 40


Colors in daily life

Paper, cars, rice, uniform, clothes, staff, walls, furniture,…

Cars, vehicle, TV, computers, clothes,…

High tech devices,…

Sky, logos, uniform, vehicles, house…

Clothes, cosmetics, shoes, flowers,

food,…

Tree, fruits, nature…

Colors in daily life


Trendy colour

1 2 Besides Orange, grey and silver are voted as well by male because they think the next few years including 2012 are the age of high technology, then the colors of technology will be trendy.

3 Most peoples perceive orange colour as trendy colour of 2012. This perception comes from what they see from clothes in fashion shops, fashion shows, news on TV, magazines, internet etc,.

In people perception, trendy colors of the next few years will be natural colors or new unique colors: Blue, light blue (color of sky), green, lime green (color of nature)

3 Yellow, golden (bright, attractive & premium), and platinum (modern, premium) are perceived new, appealing & can become trend in next few years because trend is the cycle repeated through years between hot colors & cold colors.

Even though people are well aware of trendy colours, not all of them follow the trend. They only choose the colours when:

It matches with the product It could be their favourite colour It is suitable for their style, body, skin tone, … It matches with the context


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Technology

Color and consumer behavior