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.