Product prices come in different colours or colour combinations on store shelves as well as in commercial communication and advertisements. There is little research done regarding the impact of the price colours on consumer choices. The goal of this research was to learn, if we can influence the attractiveness or preference of travel arrangements in digital marketing with the price colour, or more precisely, the importance of the price colour display for the choice to buy a travel arrangement. After a review of the literature on this topic there follows a qualitative analysis of the overview of commercial offers by tourist agencies on the Slovenian market to be able to set the lowest and the highest price of selected travel arrangements and the colours of the price display on a white background. Based on this findings prices and price colours were defined, which were then used in a survey with a conjoint analysis. Three attributes were set: destination, price, and price colour. The survey showed different combinations of tourist offers, each with a photo of one of the four selected European cities, the name of the city and the price, displayed in one of four colours: black, blue, red, and green. Respondents task was to choose what they feel to the best offer each time. The conjoint analysis provided results, which attributes were mostly selected. The price of the travel arrangement had the largest impact on the respondents choice. The price had greater significance than destination or colour of the price display. It turned out that the colour had an impact on the choice of a travel arrangement, but on a smaller scale. According to the results of the analysis, the most appropriate colour of the price display for tourist offers online is green, as it was this price colour that was chosen most often.
|
