THE EFFECT OF PACKAGING COLOR SCHEME ON PERCEPTIONS, PRODUCT PREFERENCES, PRODUCT TRIAL, AND PURCHASE INTENTION
This study aims to understand the effect of different color scheme in perceptions and food product preference, product trial, and purchase intention. Using quantitative approach, the questionnaires data were cross tested by chi square and one-way ANOVA. The study found there were no significant diff...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Petra Christian University
2021-03-01
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| Series: | Jurnal Manajemen dan Wirausaha |
| Subjects: |