The importance and significance of color to the Algerian consumer (A field study on a sample of university students and professors of the various educational phases

تاريخ الاستلام:11/09/2019 تاريخ القبول:26/10/2020

Abstract

The  aim of this study is  determine the importance of the color  and its significance  among a sample of Algerian consumers, To achieve this purpose the questionnaire "importance, preference and significance of color" was applied to a sample of (621( professors from different educational phases and students from some universities in Algeria, after confirming its psychometric characteristics. The results of the study resulted in :(1)The Algerian consumer attaches great importance to the color of the products during the purchase decision.(2) There is a statistically significant difference in the color of the product due to gender and age variables (3) ) Most meanings

and significance of colors such as red, blue, green, white, golden, black are related to the positive side, while meanings of colors such as violet, gray, yellow, orange are related to the negative side.

The study emphasized the importance of the results achieved for both marketing managers, designers and producers, so it was important to know the importance and meanings of colors in the local or international culture, so that the institutions remain able to achieve a competitive advantage and increase sales by meeting the wishes and trends of the target consumer.