Kooldeep Sahye | Independent Researcher (original) (raw)
Peer Reviewed Journal Articles by Kooldeep Sahye
International Journal of Research in Marketing Management and Sales, 2021
The purpose of this paper is to determine the influence of colours on consumer brand personality ... more The purpose of this paper is to determine the influence of colours on consumer brand personality across four main constructs: sincerity, excitement, sophistication and ruggedness. The paper applies an exploratory approach and data was collected from 155 people aged 18 and above in Mauritius. Levene's tests and Person Correlation tests were used to analyze the relationship between colours and the four main brand personality constructs. It was found that the colours black, red, green and brown were associated with sincerity, the colours yellow, red, orange and black were associated with excitement, the colours white, pink, red, orange black, purple, brown and green were paired with sophistication and the colours white, pink and orange were paired with ruggedness. This study serves as a blueprint for companies to utilize when drafting their branding strategies in Mauritius when it comes to colours and its interpretation among consumers.
Asian Journal of Research in Marketing, Jun 25, 2021
This paper explores how product shapes influence consumers' attitudes towards products interest a... more This paper explores how product shapes influence consumers' attitudes towards products interest and purchase from a gendered perspective in the SME industry in Mauritius. It also investigates upon the dual-effect relationship that may exist between prior brand gender perceptions and product shapes. The paper follows an exploratory research approach and uses both primary and secondary data. Responses are collected from 70 consumers using quota sampling whereby equal amounts of men and women were involved and multiple empirical tests (eta test, independent sample t-test and Pearson Correlation test) are carried out to investigate on the impact of product shapes on consumer attitudes in Mauritius. The findings indicate that product shapes help in product identification, repeat purchase, product recall and in attracting consumers' attention. The study also revealed that people pair round shaped products with femininity, angular shaped products with masculinity and spherical shaped products with no gender. Furthermore, it was noted that a prior brand gender perception has no impact on product shape. These findings serve as the building blocks for SMEs in Mauritius to provide the right product shape to the specific target market. It also serves as a guideline on how SMEs can be more competitive after the Covid-19 pandemic in order to relaunch their business and gain profits. This paper is, as far as it's known, the first to investigate on product shapes' impact on consumers' attitudes in the SME industry in Mauritius. The study aims to find out how SMEs can be more competitive in the post Covid-19 Mauritian market by focusing on the product shape to add to their competitive advantage.
Academy of Marketing Studies Journal, 2020
The purpose of this paper is to explore the influence of type fonts on the purchase of branded pr... more The purpose of this paper is to explore the influence of type fonts on the purchase of branded products from a gendered point of view and whether type fonts used by brands can be utilized in brand re-gendering of a product in emerging economies. Four quantitative studies were conducted, collecting data from people aged 18 and above in Mauritius. In total, 150 valid questionnaires were used in the analysis of data using the statistical package for the social sciences. The results have revealed that brand femininity is associated with 'script' type fonts and brand masculinity is paired with 'display' type fonts in an emerging country such as Mauritius. Further outcomes of the research have indicated that product categories do not impact on type fonts being used for brands and consumers do not classify products in different genders based on their product category. Moreover, men and women are not much influenced by type fonts when purchasing and recommending products in emerging countries such as Mauritius. Finally, the results have also revealed that type fonts do not assist in brand re-gendering and more branding cues need to be altered to successfully change the existing brand gender perceptions of a product for emerging economies. This present research has several practical implications for brand managers and businesses and the way they communicate their brand gender using type fonts to customers of emerging countries in African region.
Journal of Marketing Development and Competitiveness, 2019
Colours play a vital role in marketing and the way that consumers behave towards a product, servi... more Colours play a vital role in marketing and the way that consumers behave towards a product, service or company. Men and women view colours from different perspectives and this raises the need to understand the psychology of customers. The objective of this study is to determine if colours play any importance when men and women purchase their products respectively. This study also focuses on the product types' and colours that men and women are most interested during purchase of products and services. The last objective of this study is to find out if men and women associate different meanings with different colours and how marketers can take such perspectives into account when devising their marketing strategies. A survey was carried out with 150 respondents aged between 18 to 25 years old by using quota sampling, whereby the same amount of men and women were involved. The results showed that both men and women are equally interested in colours in marketing and are both physically and physiologically affected by this marketing phenomenon. The results also show that men and women have common favourite colours for products and associate different colours with different meanings.
International Journal of Research in Marketing Management and Sales, 2021
The purpose of this paper is to determine the influence of colours on consumer brand personality ... more The purpose of this paper is to determine the influence of colours on consumer brand personality across four main constructs: sincerity, excitement, sophistication and ruggedness. The paper applies an exploratory approach and data was collected from 155 people aged 18 and above in Mauritius. Levene's tests and Person Correlation tests were used to analyze the relationship between colours and the four main brand personality constructs. It was found that the colours black, red, green and brown were associated with sincerity, the colours yellow, red, orange and black were associated with excitement, the colours white, pink, red, orange black, purple, brown and green were paired with sophistication and the colours white, pink and orange were paired with ruggedness. This study serves as a blueprint for companies to utilize when drafting their branding strategies in Mauritius when it comes to colours and its interpretation among consumers.
Asian Journal of Research in Marketing, Jun 25, 2021
This paper explores how product shapes influence consumers' attitudes towards products interest a... more This paper explores how product shapes influence consumers' attitudes towards products interest and purchase from a gendered perspective in the SME industry in Mauritius. It also investigates upon the dual-effect relationship that may exist between prior brand gender perceptions and product shapes. The paper follows an exploratory research approach and uses both primary and secondary data. Responses are collected from 70 consumers using quota sampling whereby equal amounts of men and women were involved and multiple empirical tests (eta test, independent sample t-test and Pearson Correlation test) are carried out to investigate on the impact of product shapes on consumer attitudes in Mauritius. The findings indicate that product shapes help in product identification, repeat purchase, product recall and in attracting consumers' attention. The study also revealed that people pair round shaped products with femininity, angular shaped products with masculinity and spherical shaped products with no gender. Furthermore, it was noted that a prior brand gender perception has no impact on product shape. These findings serve as the building blocks for SMEs in Mauritius to provide the right product shape to the specific target market. It also serves as a guideline on how SMEs can be more competitive after the Covid-19 pandemic in order to relaunch their business and gain profits. This paper is, as far as it's known, the first to investigate on product shapes' impact on consumers' attitudes in the SME industry in Mauritius. The study aims to find out how SMEs can be more competitive in the post Covid-19 Mauritian market by focusing on the product shape to add to their competitive advantage.
Academy of Marketing Studies Journal, 2020
The purpose of this paper is to explore the influence of type fonts on the purchase of branded pr... more The purpose of this paper is to explore the influence of type fonts on the purchase of branded products from a gendered point of view and whether type fonts used by brands can be utilized in brand re-gendering of a product in emerging economies. Four quantitative studies were conducted, collecting data from people aged 18 and above in Mauritius. In total, 150 valid questionnaires were used in the analysis of data using the statistical package for the social sciences. The results have revealed that brand femininity is associated with 'script' type fonts and brand masculinity is paired with 'display' type fonts in an emerging country such as Mauritius. Further outcomes of the research have indicated that product categories do not impact on type fonts being used for brands and consumers do not classify products in different genders based on their product category. Moreover, men and women are not much influenced by type fonts when purchasing and recommending products in emerging countries such as Mauritius. Finally, the results have also revealed that type fonts do not assist in brand re-gendering and more branding cues need to be altered to successfully change the existing brand gender perceptions of a product for emerging economies. This present research has several practical implications for brand managers and businesses and the way they communicate their brand gender using type fonts to customers of emerging countries in African region.
Journal of Marketing Development and Competitiveness, 2019
Colours play a vital role in marketing and the way that consumers behave towards a product, servi... more Colours play a vital role in marketing and the way that consumers behave towards a product, service or company. Men and women view colours from different perspectives and this raises the need to understand the psychology of customers. The objective of this study is to determine if colours play any importance when men and women purchase their products respectively. This study also focuses on the product types' and colours that men and women are most interested during purchase of products and services. The last objective of this study is to find out if men and women associate different meanings with different colours and how marketers can take such perspectives into account when devising their marketing strategies. A survey was carried out with 150 respondents aged between 18 to 25 years old by using quota sampling, whereby the same amount of men and women were involved. The results showed that both men and women are equally interested in colours in marketing and are both physically and physiologically affected by this marketing phenomenon. The results also show that men and women have common favourite colours for products and associate different colours with different meanings.