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The perception of a color causes evaluation automatically by the person perceiving. Family life cycle exercises definite influence on consumer behaviour with regard to purchase of consumer goods.

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Therefore most of the purchases of durables jewellery and clothes takes place during post-harvest season and during festivals like Onam Pongal Diwali Idd Gudipadwa and Baisakhi.

. The general model of color psychology relies on six basic principles. The evaluation process forces color-motivated behavior. Color can carry a specific meaning.

Color usually exerts its influence automatically. Color meaning is either based in learned meaning or biologically innate meaning.

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