The Effect Of Self-concept And Category Width On Color Preference Of Consumer

In today’s society, consumer will pay more attention the visual and psychological effect of product rather than the function, product quality or their brand when they make choice to buy something. As we all know, the color of product can seize the first sight of consumer as the window, so, we think that the color of product can affect the target consumer’s behavior in daily life potentially by influencing the minds of consumer. Consider the important of color in the Marketing, Previous experts all join in the field related with the color research, and have made abundant achievements on color research. However, Many experts use the dominate variables to distinguish consumers including age, gender, culture, life background and so on, few combine the psychological variables with color preference.This study will respectively use the two psychological variables including self-concept and category width to different consumers, and to study the consumer preferences for color of different consumer groups. At the same time, this study will combine product attributes and sex to study together to explore the regulation effect.In order to explore and verify the research hypothesis, this research will design five groups of experiment for college students to carry on the repeated test, then use SPSS17.0 statistical software variance analysis and chi square test to analyze the sample data, and draw the relevant conclusions of the study, finally list the conclusion of the study management application value, innovation, research limitations and suggestions for future research.We find that different self-concept groups have significant different preference on color based on relevant research of color preference. And the research proves specifically that the independent self concept group prefer warm color products more, however, the interdependent self concept group favor and love cool color products more. In addition, The study also finds that the category width for the consumer color preference also has a significant effect. Prove specifically that the narrow category width group favor and love cool color products more, otherwise broad category width group prefer and favor the warm color products more. However, we also find the fact that this result is not moderated by product attribute and sex.