Aim of The Research: The primary objective of this project is to investigate the impact of colour on Gen Z's attitudes towards brand personality in the UK. This research has been conducted to evaluate the impact of colours on the identity of brands and to discover the most effective shades for different brand personalities amongst Gen Z in the UK. The main goal of this research is to examine how colours influence Gen Z consumer behaviour in the UK. Research Methodology: For this research, primary data collection method has been used to evaluate the different perspectives of the Gen Z in regards with the colours. A survey of total 81 respondents has been conducted to gather data to get the knowledge about their views, decisions, and feedback on their goods and services. In this research, the quantitative research design has been chosen as the data has been collected with the help of a survey strategy. The findings have been presented by providing different types of graphs and diagrams which were generated with the help of Google Forms. Findings of the Research: Colours play a significant role in defining a company's identity because a brand's identity greatly depends on its colour scheme. They are not only visually appealing but also help with brand awareness, strong emotion generation, and concept transmission. The competitive nature of businesses and the impact that a brand's colour scheme has on consumers' attitudes, preferences, and feelings towards it mean that careful colour selection is essential to building a memorable and enduring brand. The results of the research highlights how important colour is in influencing consumer behaviour in a competitive market as well as how customers feel and perceive brands. Key Words: Gen Z, United Kingdom, Colours, Branding, Consumer psychology, Consumer Behaviour, Purchasing Decisions.
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Lasrado, Anushka
Rights Holders: Lasrado, Anushka Supervisors: Rogers, Sarah
Oxford Brookes Business School
MSc Marketing and Brand Management
2023
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