Impacts of Color on Food Purchase Behavior

Impacts of Color on Food Purchase Behavior

  • Case
  • Teaching Notes

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.

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