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Color is a key factor in influencing customer purchase decisions; it shapes and visualizes products in the minds of the end-users. Color is an excellent medium for influencing consumer perceptions of a brand and shifting preferences. In the study, it was expected that color would have an impact on consumer purchasing decisions, that it might help people remember brands better, and that there might be differences in color preferences between men and women. The research also investigated whether the weather influenced customer purchasing decisions, as well as differences in color kinds and preferences and socio-cultural influences. To conduct the research, a self-made questionnaire was administered to a sample of 462 people (26 items). There was a considerable gender difference in Pakistani consumers' color choices, which suggests that color has a big impact on their purchasing decisions. Consumers' color preferences are influenced by a variety of factors, including cultural conventions and the weather. Customers' evolving requirements and desires are also linked to cultural, gendered, and personal preferences/differences in the paper's use of color psychology. Marketers/advertisers can use the findings of this study to increase consumer interest in their products/services by focusing on the power of color.

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