A study on the evaluation of the effect of perceived color quality on consumer purchasing behavior for the automobiles

2022 Fiscal Year Final Research Report

• Project/Area Number: 21K13381
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Meiji University (2022); Saitama University (2021)
• Principal Investigator: Kato Takumi 明治大学, 商学部, 専任講師 (90882225)
• Project Period (FY): 2021-04-01 – 2023-03-31
• Keywords: デザイン / 知覚品質 / 商品開発 / 車 / CMF / 仕上げ / ランダム化比較試験 / 消費者行動

Outline of Final Research Achievements

This study clarified the effect of enhancing the emotional attractiveness of color from the following four viewpoints in the context of car exterior design. (1) Amount of reflected light: Glossiness, which is one of the subjective factors of color, increased purchase intention. (2) Two-sides of pale color: Although bluish-white color is attractive when evaluated as a single color, it has a negative effect on cars. (3) Finishing: Automobile manufacturers offer matte finishing as an option, mainly for luxury cars; though, this study confirmed that matting has a negative effect on the perceived quality of colors. (4) Promotion: It was found that the same color used for the promotion and the owned color looked more attractive. Color is an asset that costs less than developing new technology, and is a source of competitiveness that can be used by any industry or company.

Free Research Field

マーケティング

Academic Significance and Societal Importance of the Research Achievements

コモディティ化した市場では，性能や耐久性による差別化には限界があるため，デザインによって差別化し，ブランドを構築すべきである．デザインはスタイリングが注目されがちであるが，本研究で示したとおり色の知覚品質の影響も大きい．学術界においては，知覚品質の効果と理論の体系化のさらなる進化に貢献できることと考えている．産業界においては，本研究の成果の適用先は自動車業界にとどまらないことである．色という資産は，新しい技術を開発するよりも低コストであり，どの業界・企業でも利用できる競争力の源泉である．その価値を改めて示すことで，学術的な研究と議論を活発にし，産業界へ有益な示唆を提供できる．