DOI: 10.36347/sjebm.2019.v06i03.013

Pages: 266-274

Research is qualitative in nature where the relationship has been tested and assessed for colors and product selection. The main logic of this study is to understand the color from the eyes of customers. The study observed the research problem as concentrating on understanding of the product selection process and the importance of color in the process. Research objectives formulated as to identify the importance of color for product selection, to know the effect of color of packaging in buying and to understand the need of color on a product. Research Questionnaire is constructed based on standardized measurement instruments and to be filled through university students, and some local stores. The survey has two portions; demographic questions are incorporated into first fragment and second section incorporated the survey that is identified with research factors. For this study, Students of universities from different departments and consumers from different local stores have been chosen as the sample size of 109 respondents, so the sample size is 109. All of the items have .000 significant values, which mean that all items can be taken for further studies. The result of the Pearson analysis between two variables (Color and Consumer Behavior) is seen as follows, R=. 831 that show that color is positively high correlated with Consumer Behavior, and identify the importance of color on consumer behavior.