Abstract

This paper proposes an approach to investigate the psychological, sociological and cultural parameters governing the color preference in purchase of motorbikes. The purpose is to establish the parameters governing aesthetics preference in general and emotions in particular. The paper establishes user’s preference for the color and the meanings associated with colors in their humanistic self-image. The results are based on ethnography surveys in an identified region and these are related with corresponding regional sales data of motorbike. The findings establish the importance of color as a promoter of motorbike ownership.