A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Business Administration - MBA

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019

This research aims to explore impact of primary and secondary colors on 10 Asian countries (Nepal, India, Bangladesh, China, Vietnam, Pakistan, Myanmar, Philippines, Indonesia, Sri Lanka, Thailand) of Postgraduate students studying in Asian Institute of Technology, Pathumthani, Thailand. This research aims to discover relationship between color psychology and consumers perception. Asian Institute of Technology has been chosen for this research, as it is an institution with multiple culture existing in one place, which provides this study with at least 10 different nationalities. This research would contribute in creating suitable advertisements that are preferable for a multi-cultural environment and to learn about the consumer perception of color preferences of multiple culture. Understanding the concept of impact of colors among different cultures, allows marketers to understand and formulate various strategies to attract, communicate and retain individuals and to generate correlation between the perception of colors preferences among various cultures. In addition, this research also aims to explore the similarities among the 10 countries as well as a contrast of colors used in Western and Asian culture.