Influence of Colour Identity and Brand Recognition on Consumer Purchasing Behaviour: A Special Reference to Packaging of Cadbury Chocolates

Abstract

This study explores the relationship between the colour identity and purchasing behaviour in the packaging of Cadbury chocolates. The study also analyses the role of colour purple in the brand recognition of Cadbury. Brand colour identity is an indication of brand recognition which is influenced by colour repetition in the packages of Cadbury that contributes in building brand identity. A quantitative research methodology in the form of an online survey is employed to test the hypotheses of the study.