A Study on Consumer Buying Behaviour in Organized Fashion Retail Outlets – Impact of Color

Abstract: Buying behaviors are the decision processes. It is act of people involved in buying and using products. For understanding buying behavior, we need to understand why consumers make the purchases that they make, what factors control consumer purchases, and the altering factors in our society. In our daily life, there are plenty of things that we have taken for granted in the sense that we do not notice, acknowledge, enjoy them fully or sometimes even complain about. Among those precious gifts existing in our life there are the ability to see things in colors and the color itself.Color is the first and most important factor in the attractiveness of product as well as its packaging. The purpose of this study is to address and highlight the messages intended by the organization through the product’s and its packaging’s color. A greater understanding of the impact of the visual aspects enables them to direct the content of their messages in a better way. In this study, an attempt has been made to explain the reasons of color importance in attracting the customer. Research Design for this research is descriptive and empirical in nature. The study has used both the primary data and secondary data. For the purpose of the study 100 respondents have been chosen in Delhi- NCR. Probability sampling is used for this research