Research Article
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A RESEARCH ON THE EFFECT OF THE USE OF COLOURS AS A PREVENTIVE ELEMENT OF TOBACCO AND TOBACCO PRODUCTS CONSUMPTION

Year 2020, Volume: 11 Issue: 27, 355 - 368, 10.06.2020
https://doi.org/10.21076/vizyoner.655422

Abstract

The use of tobacco and tobacco products is growing day by day, especially in developed countries. This increase is being monitored by health institutions and legal measures are applied by the relevant authorities to reduce the consumption of tobacco and tobacco products. One of these measures which is initiated into practice in Turkey is the one type colour cigarette packs. However, the effect of the one type colour application on the prevention of consumption is closely related to the perception of colours by smokers. Researches made about consumption in the marketing area reveal that colour can trigger consumption, therewithal colour is the preventive elements of consumption. In this context, it is important for consumers who use tobacco and tobacco products to measure the meaning of colours and their perspectives on one type colour cigarette packs via questionnaire. In the study, scale is adopted from Silayoi and Speece (2004) who measure the effect of package and design on purchasing and applied to the sample group. Data is analysed with SPSS and the results are noted. The main result of the study is that colours on package design positively affect the tobacco and tobacco products.

References

  • Ayhan, A. ve Birol, M. (2016). Düşüncelerin dışavurumu olarak moda dünyası: iletişimsel kodlara yansıyan örnekler üzerinden karşılaştırmalı bir analiz. Intermedia International e-Journal, 3(1), 242-261.
  • BusinessDictionary. (2019). Packaging. Erişim adresi: http://www.businessdictionary.com/definition/packaging.html, (01.09.2019).
  • Cyr, D., Head, M. ve Larios, H. (2009). Colour appeal in website design within and across cultures: a multi-method evaluation. International Journal of Human-Computer Studies, 68(1-2), 1-21.
  • De Bortoli, M. ve Maroto, J. (2001). Colours across cultures: translating colours ın ınteractive marketing communications. Erişim adresi: https://globalpropaganda.com/articles/TranslatingColours.pdf, (02.10.2019).
  • Field, A. (2013). Discovering statistics using ibm spss statistics. London: Sage.
  • George, D. ve Mallery, P. (2003). Spss for windows step by step: a simple guide and reference 11.0 update. Boston: Allyn & Bacon.
  • Gonzalez, M. P., Thornsbury, S. ve Twede, D. (2007). Packaging As A Tool For Product Development: Communicating Value to Consumers. Journal of Food Distribution Research, 38(1), 61-66.
  • Grossman, R. P. ve Wisenblit, J. Z. (1999). What we know about consumers' color choice. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate data analysis. Essex/England: Prentice Hall.
  • Hultén, B., Broweus, N. ve Van, D. M. (2009). Sensory marketing. New York: Palgrave Macmillan.
  • Hynes, N. (2009). Colour and meaning in corporate logos: an empirical study. Journal Of Brand Management, 16(8), 545-555.
  • Jacobson, N. ve Bender, W. (1996). Color as a determined communication. IBM Systems Journal, 35(3&4), 526-538.
  • Kees, J., Burton, S., Andrews, J. C. ve Kozup, J. (2006). Tests of graphic visuals and cigarette package warning combinations: ımplications for the framework convention on tobacco control. American Marketing Association, 25(2), 212-223.
  • Kotler, P. (2003). Marketing management. Upper Saddle River: Prentice-Hall.
  • Lee, S., Heere, B. ve Kyu-soo, C. (2013). Which senses matter more? the impact of our senses on team identity and team loyalty. Sport Marketing Quarterly, 22(4), 203-213.
  • Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management, 14(2), 84-87.
  • Meyers, H. M. ve Murray, J. L. (1998). The marketer's guide to successful package design. IL: Lincolnwood/Chicago: NTC Business.
  • Mubeen, A. M. (2006). Are you selling the right colour? a cross‐cultural review of colour as a marketing cue. Journal of Marketing Communications, 12(1), 15-30.
  • Pollay, R. W. ve Dewhirst, T. (2003). A premiere example of the illusion of harm reduction cigarettes in the 1990s. Tob Control, 12, 322–332.
  • Rettie, R. ve Brewer, C. (2000). The verbal and visual components of package design. Journal of Product Brand Management, 9(1), 56-70.
  • Schloss, K. B., Lessard, L., Walmsley, C. S. ve Foley, K. (2018). Color inference in visual communication: the meaning of colors in recycling. Cogn. Research, 3(5), 1-17.
  • Silayo, P. ve Speece, M. (2004). Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628.
  • Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783-789.
  • Snight, N. ve Srivastava, S.K. (2011). Impact of colors on the psychology of marketing - a comprehensive over view. Management And Labour Studies, 36(2), 199-209.
  • Torun, T. ve Ekinci, F. (2014). Sigara ve benzer nitelikli alışkanlık yaratan ürünlerin tüketiminin azaltılmasına yönelik sosyal pazarlama uygulamalarında vergilerin etkinliği. Sakarya İktisat Dergisi, 4(2), 19-39.
  • Vila, N. ve Ampuero, O. (2007). The role of packaging ın positioning an orange juice. Journal of Food Products Marketing, 13(3), 21-48.
  • Wakefield, M., Morley, C., Horan, J. K. ve Cumming, K. M. (2002). The cigarette pack as image: new evidence from tobacco industry documents. Tob. Control, 11(Suppl 1), 173–180.
  • Wells, L. E., Farley, H. ve Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690.
  • Zekiri, J. ve Hasani, V. V. (2015). The role and impact of the packaging effect on consumer buying behaviour. Ecoforum, 4(1), 232-240.

TÜTÜN VE TÜTÜN ÜRÜNLERİNİN TÜKETİMİNİ AZALTMAYA YÖNELİK RENKLERİN KULLANIMINA İLİŞKİN BİR ARAŞTIRMA

Year 2020, Volume: 11 Issue: 27, 355 - 368, 10.06.2020
https://doi.org/10.21076/vizyoner.655422

Abstract

Tütün ve tütün mamullerine yönelik ilgi gün geçtikçe özellikle de gelişmiş ülkelerde artmaktadır. Bu artış sağlık kuruluşları tarafından kaygıyla izlenilmekte ve ilgili resmi makamlarca tütün ve tütün mamullerinin tüketimini azaltacak önlemler alınması hususunda adımlar atılmaktadır. Bu adımlardan bir tanesi Türkiye’de uygulamaya başlanılacak olan sigara paketlerinin renklerinin tek tipleştirilmesidir. Ancak sigara paketlerinde renklerle yapılan bu tüketim üzerindeki uygulamanın etkisinin ne olacağı özellikle renklerin tüketiciler tarafından algılanışı ile yakından ilgilidir. Daha önce pazarlama literatürü içerisinde tüketim ile ilgili yapılan araştırmalarda renklerin engelleyici unsurunun yanında tetikleyici unsurunun da bulunduğu bilinmektedir. Bu amaçla tütün ve tütün mamulü kullanan tüketiciler açısından renklerin ne ifade ettiği ve sigaraya yönelik bakış açıları tesadüfi olmayan örneklem yöntemlerinden birisi olan yargısal örneklem ile belirlenen örnekleme anket yapılması planlanmıştır. Bu doğrultuda Silayoi ve Speece'in (2004) paket ve dizaynın satın alma üzerinde etkisinin ölçülebilmesi için oluşturulan ölçeği tütün ve tütün mamulleri olarak uyarlanmış ve örnekleme uygulanmıştır. Çalışmadan elde edilen sonuçlar SPSS yardımıyla analiz edilerek kaydedilmiştir. Elde edilen sonuçlara bakıldığında sigara tüketiminde paket dizaynında yer alan renklerin bir tetikleyici unsur olduğu ortaya koyulmuştur.

References

  • Ayhan, A. ve Birol, M. (2016). Düşüncelerin dışavurumu olarak moda dünyası: iletişimsel kodlara yansıyan örnekler üzerinden karşılaştırmalı bir analiz. Intermedia International e-Journal, 3(1), 242-261.
  • BusinessDictionary. (2019). Packaging. Erişim adresi: http://www.businessdictionary.com/definition/packaging.html, (01.09.2019).
  • Cyr, D., Head, M. ve Larios, H. (2009). Colour appeal in website design within and across cultures: a multi-method evaluation. International Journal of Human-Computer Studies, 68(1-2), 1-21.
  • De Bortoli, M. ve Maroto, J. (2001). Colours across cultures: translating colours ın ınteractive marketing communications. Erişim adresi: https://globalpropaganda.com/articles/TranslatingColours.pdf, (02.10.2019).
  • Field, A. (2013). Discovering statistics using ibm spss statistics. London: Sage.
  • George, D. ve Mallery, P. (2003). Spss for windows step by step: a simple guide and reference 11.0 update. Boston: Allyn & Bacon.
  • Gonzalez, M. P., Thornsbury, S. ve Twede, D. (2007). Packaging As A Tool For Product Development: Communicating Value to Consumers. Journal of Food Distribution Research, 38(1), 61-66.
  • Grossman, R. P. ve Wisenblit, J. Z. (1999). What we know about consumers' color choice. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate data analysis. Essex/England: Prentice Hall.
  • Hultén, B., Broweus, N. ve Van, D. M. (2009). Sensory marketing. New York: Palgrave Macmillan.
  • Hynes, N. (2009). Colour and meaning in corporate logos: an empirical study. Journal Of Brand Management, 16(8), 545-555.
  • Jacobson, N. ve Bender, W. (1996). Color as a determined communication. IBM Systems Journal, 35(3&4), 526-538.
  • Kees, J., Burton, S., Andrews, J. C. ve Kozup, J. (2006). Tests of graphic visuals and cigarette package warning combinations: ımplications for the framework convention on tobacco control. American Marketing Association, 25(2), 212-223.
  • Kotler, P. (2003). Marketing management. Upper Saddle River: Prentice-Hall.
  • Lee, S., Heere, B. ve Kyu-soo, C. (2013). Which senses matter more? the impact of our senses on team identity and team loyalty. Sport Marketing Quarterly, 22(4), 203-213.
  • Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management, 14(2), 84-87.
  • Meyers, H. M. ve Murray, J. L. (1998). The marketer's guide to successful package design. IL: Lincolnwood/Chicago: NTC Business.
  • Mubeen, A. M. (2006). Are you selling the right colour? a cross‐cultural review of colour as a marketing cue. Journal of Marketing Communications, 12(1), 15-30.
  • Pollay, R. W. ve Dewhirst, T. (2003). A premiere example of the illusion of harm reduction cigarettes in the 1990s. Tob Control, 12, 322–332.
  • Rettie, R. ve Brewer, C. (2000). The verbal and visual components of package design. Journal of Product Brand Management, 9(1), 56-70.
  • Schloss, K. B., Lessard, L., Walmsley, C. S. ve Foley, K. (2018). Color inference in visual communication: the meaning of colors in recycling. Cogn. Research, 3(5), 1-17.
  • Silayo, P. ve Speece, M. (2004). Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628.
  • Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783-789.
  • Snight, N. ve Srivastava, S.K. (2011). Impact of colors on the psychology of marketing - a comprehensive over view. Management And Labour Studies, 36(2), 199-209.
  • Torun, T. ve Ekinci, F. (2014). Sigara ve benzer nitelikli alışkanlık yaratan ürünlerin tüketiminin azaltılmasına yönelik sosyal pazarlama uygulamalarında vergilerin etkinliği. Sakarya İktisat Dergisi, 4(2), 19-39.
  • Vila, N. ve Ampuero, O. (2007). The role of packaging ın positioning an orange juice. Journal of Food Products Marketing, 13(3), 21-48.
  • Wakefield, M., Morley, C., Horan, J. K. ve Cumming, K. M. (2002). The cigarette pack as image: new evidence from tobacco industry documents. Tob. Control, 11(Suppl 1), 173–180.
  • Wells, L. E., Farley, H. ve Armstrong, G. A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690.
  • Zekiri, J. ve Hasani, V. V. (2015). The role and impact of the packaging effect on consumer buying behaviour. Ecoforum, 4(1), 232-240.
There are 29 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Tolga Torun 0000-0003-4215-406X

Publication Date June 10, 2020
Submission Date December 4, 2019
Published in Issue Year 2020 Volume: 11 Issue: 27

Cite

APA Torun, T. (2020). TÜTÜN VE TÜTÜN ÜRÜNLERİNİN TÜKETİMİNİ AZALTMAYA YÖNELİK RENKLERİN KULLANIMINA İLİŞKİN BİR ARAŞTIRMA. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 11(27), 355-368. https://doi.org/10.21076/vizyoner.655422

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