Effect of color attributes on the buying decision model for Durio zibethinus L.

Abstract

AbstractPrinted images of food products appearing on packaging usually include vivid colors in order to draw the attention of customers and influence their buying decisions on the product. Buying decisions on Durio zibethinus L. or Durian cv. Monthong are not instantaneous. Packaging designers and marketers need to understand how color stimuli impact the customer's buying decision process. The color attributes of durian images, such as hue, saturation, and intensity based on HSI color system were evaluated for examining the color and generating stimuli. 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 decisions. The multiple regression analysis showed that the relationships between “Attractiveness of Flesh (Att‐F)” and “Deliciousness of Flesh (Del‐F)” and the buying decision were significant. In addition, the relationship between the saturation levels set by Adobe Photoshop and Chroma difference (ΔC*ab) indicated that the appropriate Chroma difference (ΔC*ab) should be in the range of 21 to 28 to achieve the highest satisfaction and a predicted probability of buying of more than 90%.