Impacts of Color on Food Purchase Behavior

Abstract

This case study examines scenarios in the world today in which scientists and marketers are creating novel approaches to coloring and flavoring of food products that contradict our current perceptions. The case focuses on the impact of color on consumer purchase behavior as a major influence of consumer quality perceptions, with Kraft Macaroni & Cheese as well as Trix cereal as examples. In reading this case study, students will consider how color affects food preferences and product quality.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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