The role and significance of color when choosing cars

Abstract

The research was conducted in two steps; an online survey to determine how people choose color for car and whether they are willing to allocate more financial resources to get the desired color. The second part of the research was carried out at certain traffic locations of the city of Zagreb where it was examined which colors of cars were most presented. The results obtained in the online survey as well as collected data were compared with the research carried out by BASF, analyzing the color distribution on the European car market The results coincide with the study conducted by BASF, black, white and gray are the dominant colors.