El impacto del color del empaque de chocolate en la respuesta fisiológica y en la intención de compra y consumo en hombres y mujeres con edades entre 18 y 35 años en Bogotá

Abstract

The objective of this research is to determine the effect of the color of chocolate packaging on the physiological response and the intention to buy and consume in men and women aged between 15 and 35 years in an urban sector of Bogotá, this through a quasi-experimental design approaching the context from the independent variable: color of the chocolate packaging and the dependent variables: physiological responses and decision making and purchase, which will guide the investigation in order to corroborate the hypotheses of the project that was: the color of the packaging is a predictor of the decision making of the purchase of chocolate and on the other hand it is found that the color of the packaging is not a predictor of the variation in the physiological and emotional response in the consumers studied . Its methodology is developed in an experimental study of multidimensional descriptive type that allows the quantitative analysis of the physiological response related to the scale of the color response and Likert type attitude scale. And from the results are denoted both, on the one hand the physiological results, which reflect that the color of the packaging is a factor that influences the decision making of the product through the sensations that are reflected in it , generating identity transmitted to the consumer, is also both the decision making and the purchase of chocolate are based on a summary variable that arose from the results of electromyography and pulse, effort is essential to generate feelings for encourage the factors