• Anurag kumar
• Vishwesh
• Rhythem
• Suhail Ahmad

The primary objective of this research is to investigate the impact of color psychology on consumer purchasing decisions, as well as to determine whether gender plays a role in these behaviors. This study was conducted in Dehradun city, utilizing the street intercept method to gather data. Out of 411 distributed questionnaires, 385 were deemed suitable for analysis. The research methods included confirmatory factor analysis, independent sample t-tests, and the application of structural equation modeling. The findings reveal a significant correlation between color psychology and consumer purchasing patterns, while indicating that gender does not significantly influence consumer behavior.

Consumer Brand Psychology, Colour, Visual Thinking, Communication

"Measuring the effect of Colour Psychology on Consumer Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.c917-c938, April-2024, Available :http://www.jetir.org/papers/JETIR2404297.pdf

"Measuring the effect of Colour Psychology on Consumer Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppc917-c938, April-2024, Available at : http://www.jetir.org/papers/JETIR2404297.pdf