THE IMPORTANCE OF COLOR IN PRODUCT CHOICE AMONG YOUNG HISPANIC, CAUCASIAN, AND AFRICAN-AMERICAN GROUPS IN THE USA
Dr. Okan Akcay, Dr. Paul Sable, Dr. M. Halim Dalgin

Abstract
Our research paper focuses on understanding the importance of color in product decision making amongHispanics, Caucasians and African-Americans who are under 25 years of age in the U.S. We include aliterature review and survey resultsforyoung adult ethnic groups. Our analysis indicates that color is very important when buying certain product categoriesfor the young adult population.

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