The Study of Customer Perception Towards the Influence of Colour in Marketing the Apparel

Colour plays a crucial role in shaping consumer perception and influencing purchase decisions, especially in the apparel industry, where visual appeal is a primary factor. This study examines the impact of colour psychology on customer perception and buying behaviour towards apparel products, with specific reference to Generation Z consumers in the Puducherry region. The research aims to understand how different colours affect emotional responses, brand recall, and purchase intention among young consumers. A descriptive research design was adopted for the study. Primary data were collected from 143 respondents using a structured questionnaire. Convenience sampling was employed, and the collected data were analysed using percentage analysis and appropriate statistical tools. The study focuses on identifying preferred colours, the psychological influence of colour during apparel selection, and the role of colour in both online and offline shopping environments. The findings reveal that colour significantly influences consumers’ apparel purchase decisions. Certain colours were found to evoke positive emotions, increase attention, and enhance brand recall, thereby encouraging purchase intention. The study also indicates that colour preferences vary based on demographic factors such as gender and usage context, with Gen Z consumers showing a strong inclination towards visually appealing and emotionally engaging colours. Additionally, colour was observed to play a stronger role in online shopping due to the absence of physical product interaction. The study concludes that effective use of colour in apparel marketing can enhance customer attraction, brand positioning, and competitive advantage. The findings offer valuable insights for apparel retailers, designers, and marketers to develop colour-based marketing strategies aligned with consumer psychology.