Color Marketing: Impulse Strategies for Consumption

The present work had as general objective to understand the influence that the colors exert in the decision of consumers when buying a product. To achieve the proposed objectives, a bibliographic review on the topic was initially used. In a restricted aspect, a quantitative research, supported by the exploratory-descriptive method, corroborated, in turn, the investigative procedure of the questionnaire. In view of the COVDI 19 pandemic, his research brought in forms from google, where 103 people were interviewed, the base company for this research was the O Boticário franchise, in the city of Jaguaribe Ceará. Through the research, it became clear that the use of marketing with color strategies influences consumers to buy a certain product, driven by the visual aspect that the colors provide, therefore 62.1 % of the respondents answered can identify the visual aspects related to the application of colors in your colors. In the purchase process, this information reinforces that consumers are likely to make purchases with the direct influence of colors.