Establishing buying decision model based on color attributes for durio zibethinus L.

Abstract

Printed images of food products appearing on packaging usually include vivid colors in order to draw the customers' attention and influence their product buying decision. Durian packaging is a vital tool in marketing mix in contributing to buying decision, especially the color that are consistent with customers’ expectation. Packaging designers and marketers need to understand how color stimuli impact the customer’s buying decision process. This study aims to establish buying decision model based on color attributes for Durio zibethinus cv.Monthong and to evaluate the relationships between “Deliciousness”, “Naturalness”, and “Attractiveness” and buying decision.The color attributes of durian images, such as hue, saturation, CIELAB under various correlated color temperatures (CCTs) and illuminances, were investigated. A psychophysical experiment was conducted based on the feelings of “deliciousness”, “attractiveness” and “naturalness” from the packaging, as these feelings impact buying decisions. Multivariate analysis of variance (MANOVA) indicated that saturation had a significant effect on all the feelings that influence buying decision. The multiple regression analysis showed that the relationships between “Attractiveness of Flesh (Att-F)”and “Deliciousness of Flesh (Del-F)” and buying decision were significant and related significantly to each other. In addition, predicted probability of more than 90% buying with high human expectations from logistic regression analysis indicated that the saturation level were 45 and 60%. Adjusting durian cv.Monthong by using the model showed that the reference chroma were in the range of 51 to 58 and delta chroma in the range of 21 to 28.