A Study on Colour Psychology and Its Influence on the Purchase Intention of Cars among Men in Assam: The Kaleidoscope of Choice

The study aims to find the profound, yet often subconscious, influence of colour psychology on the purchase intention of men in Assam. The Indian automotive market, including the vibrant North-east, continues its robust growth, understanding the nuanced decision- making processes of consumers becomes paramount. Cars, being high-involvement purchases, are not merely functional assets but symbols of status, personality and aspiration, where aesthetic elements like colour play a critical role. The study aims to explore the prevailing car colour preferences among Assamese men, analyse how these preferences are shaped by both universal psychological principles and unique local cultural associations and determine the extent to which they influence purchase decisions. Drawing upon a comprehensive review of literature on colour psychology, consumer behaviour models and specific insights into the Indian and Assamese socio-cultural context, the paper hypothesized that while neutral colours will dominate the preferences due to practical and resale considerations, cultural symbolism and personal expression will also significantly modulate these choices. Furthermore, it posits that demographic factors such as age and income moderate these relationships. The methodology outlines a proposed mixed methods approach, combining quantitative surveys(to ascertain preferences and purchase intentions) with qualitative interviews (to delve into the “why” behind these choices and cultural influences), targeting male car owners and prospective buyers in urban and semi-urban areas of Assam. The findings contribute theoretically to cross-cultural consumer behaviour literature and offer actionable, data- driven recommendations for automotive manufacturers and marketers aiming to strategically position their products in the dynamic Assamese market.