International Journal of

Business & Management Studies

ISSN 2694-1430 (Print), ISSN 2694-1449 (Online)
DOI: 10.56734/ijbms
The Impact of Flat-Water Container Color on Consumer Perceptions and Pleasures: an Empirical Study in Saudi Arabia


The aim of this paper is to determine the consumers' perception and degree of "pleasantness" of flat water would be influenced by the colors (yellow, white, red, and green) of the container in which the water was served. The sensory marketing emphasizes the procedures of flat-water packaging when it is designing because it may influence consumers' perception, decision, judgment and pleasure. In the Saudi context, there is little gap exists in the state of knowledge to link how colorants of flat water impact consumer perceptions and pleasantness. An experimental design was employed to accomplish the set objectives of the present study in a particular context. A set of four colors was used to test each consumer pleasantness of flat water. The total participants were 75 students at undergraduate degree program level that divided into five groups. Each group was randomly selected to taste the flat-water containers in four colors in rotational orders. The variance proportion explained in ANOVA that determines the extent how the analysis is effective in explaining the variance of variables outcomes. A one-way repeated measure ANOVA revealed that consumers' perception of the measure of "pleasantness" to be significantly influenced by the container color in which the water was drunk. More specifically, the white color container water was rated the highest in pleasant scale as compared to the other colors. The finding of this study is consistent with previous similar research studies that were conducted in various contexts. This study has a significant social and economic implications in terms of consumer perception of colors and pleasantness that may instigate the corporate packaging designers, theorists and researchers.