Kaleidoscope: Prices and Colors as Brand Recognition and its Psychological Impact to the Purchase Decision of Young Adults to Selected Alcoholic Beverages in Tondo, Manila

Authors: BERADOR, CHRISTINE JEWEL, NEWBIGING, LIAM GARRET, RAMIREZ, JENNY MAE E., and COLLADO, ANNA LIZA E.

Issue: 2020-2021

Abstract:

This study aims to investigate the public’s perceptions of Kaleidoscope: Prices and Colors as Brand Recognition and Their Psychological Impact on Young Adults’ Purchase Decisions for Selected Alcoholic Beverages in Tondo, Manila. The quantitative research approach was utilized in this study, which had a descriptive research design. 384 participants from Tondo made up the entire sample of respondents who filled out the online survey questionnaires utilized by the researchers to collect their data. The results of this study demonstrate that consumers are greatly influenced by color and price when choosing beverages and other items because they use these factors to decide if an item is valuable to them. These businesspeople will benefit from knowing the aspirations of the residents of Tondo so they can determine if they are determined by the items’ cost or if the colors of the things appeal to them. Our objective is to demonstrate that Tondo residents view the color and cost of the chosen beverages in the same light, especially because Gen Y and Gen Z are the demographics we are targeting and are actively embracing the trend. Because color allows people to express their personality, the researchers discovered that color is actually quite essential in people’s life. They also discovered that respondents from Tondo genuinely spend money on the wines they enjoy. We want to demonstrate how vital color is to human existence and how it boosts confidence in everyone.

Keywords: Kaleidoscope; Spectrum; Adolescence; Prices