Generation Y Students’ Product Colour Preferences

Re-an Müller, Ayesha Lian Bevan-Dye, Willem Peet Viljoen

Abstract


This study reports on the colour preferences of 409 Generation Y students from two higher education institution campuses located in South Africa’s Gauteng province for certain consumer products. The preferences were indicated using a self-administered questionnaire. These respondents aged 18 - 24 years claimed that blue as their favourite colour. In addition, the respondents indicated having a strong preference for consumer products coloured black. These findings, the first of their kind to be reported on in South Africa, offer important insights for marketers targeting this cohort and may be used as a guideline to incorporate colour into the design of products in such a way as to appeal to Generation Y students.

DOI: 10.5901/mjss.2014.v5n21p69


Full Text: PDF

Licenza Creative Commons
This work is licensed under Creative Commons Attribution 3.0 License.

Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

Copyright © MCSER-Mediterranean Center of Social and Educational Research

To make sure that you can receive messages from us, please add the 'mcser.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders..