Abstract
It has been studied that colours are important pieces of information in everyday life and that they ‘boost memory, engage participation, attract attention, convey messages, and create feeling’. Despite the awareness of the importance of colours also for marketers, academic research is not abundant and there is a lack of studies that link colours to the management of the marketing mix. The present work tries to understand how colours may affect price perceptions and how the effectiveness of different price mechanisms may vary using different colours in the FMCG market.A 2x2 (red vs yellow special display/discount vs LPG price deal) experiment has been conducted in a real store environment thanks to the collaboration of a leading italian chain.The results obtained from a three-way analysis (instore observations, instore questionnaires and sales data) can add valuable pieces of information regarding the effectinevess of colours in improving the performance of instore marketing strategies.
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