International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Product Color Choice and Meanings of Color: A Case of Germany
Okan Akcay

The focus of this paper is theimportance of color when consumers make decisions about purchasing of variety of products used on a daily basis in Germany and the meanings of colors among German consumers. Global marketing managers should know the preferred colors for products in different cultures and countries. Color connects the product to consumers more quickly than any other identifying feature. This paper will contain a review of the literature,results of a survey conducted with German consumers, an analysis of the data,and the conclusions were reached.It will also contain a detailed explanation of product color choice and the meanings of color in German Culture.

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