Respondents by Occupation 

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... plays an important role and crucial to its success (Md Hashim 2012a). A product that is able to communicate a certain meaning through their product appearance by its presence, will have an advantage in the market and increase the product’ s chance of success to the users (Blijlevens, Creusen & Schoormans 2009 ; Md Hashim 2009). Product emotion basically is about what people or users feel towards products. Feelings for product and a set of abstract concepts, for example like love, fear, happiness, sadness are referring to a particular set or pattern of feelings (Anders & Nabo 2002). Different people feel different emotions towards a product, and emotions can influence the behaviour of the user and make attractive things easier and more satisfying to use. Currently, many products have practically reached their limits of technical functioning; they can no longer be differentiated by means of their functionality. As a result, emotional aspects of product design are becoming more and more important. How the product appeals is an appreciation of product recognition that describes the aesthetic values expression of admiration, approval or gratitude. Appreciation is about being rewardingly appealing which represents beautiful and pleasantly different representation of characteristic (Anders & Nabo 2001). The above characteristics of product appearance provides an overview of the colour significance which categorized in the products aesthetics aspects. This important element is considered as the trigger of buying decision based on consumer response. As suggested by Desmet (2002), these element can be distinguished into three aspects: 1) easthetic response: concerned with the attractiveness ( or not ) of the product; 2) semantic: concerned with evaluating qualities like function and mode-of-use; and 3) symbolic: what the product says about the owner/user. In regard of this research, colour element is considered as an important aspect to be investigated in the relation to its influences towards consumer choices. The primary focus of this research is to use a qualitative study to investigate whether the nine elements in the physical product of consumers are distinguished in consumers perception. In addition, it is assessed whether colour sufficiently describes the way in which consumers use particular brand of product in their purchasing decision. Data were collected using questionnaire that contains three colour elements as to achieve the research objectives. The questionnaire then were divided into five sections with 30 questions focusing on impresion, emotion, and appreciation and four questions about respondents ’ gender, age, occupation and experience. The questionnaire includes pictures of of mobile phone from a particular brand. The brands consists Motorola, Nokia and Sony Ericson in different colours. The intention of these questions is to understand whether the appareance of physical elements of colour affected the respondents responses. Respondents are required to provide their responses for all the product based on the scales to matrix questions which indicate the perception level of the consumers. This study uses cluster sampling as the selected sampling design. Since it is known that product judgement can be influenced by background factors such as age, education and socio economic status, students are selected to form a relatively homogenous group (Babbie 1990). The respondents are chosen due to its simple access and consume less time in gathering the required information. Furthermore, a complete sampling frame is not required to perform this technique. To employ cluster sampling in this study, the group is first divided into sub-group called clusters. By having a set of similar respondents, it is hoped that the results of the survey could be more easily interpreted. The study was conducted in three different groups of profession manner and range of age between 18-50 years old. In this case, different groups of respondents represented the cluster such as random consumers, practising designer and designer. Each cluster consists of approximately 5 to 10 people. The frequency data are represented using a pie chart for an easy reference analyzed from the SPSS and Microsoft Excel as to describe the analysis gathered from the survey. The tables indicated the analysis from the respondents. The demography questions regarding gender, age, occupation and experience in design then were elaborated. Respondents in this research show that the highest number of respondents are male with 75%. On the other hand, 25% of the respondents are female. Figure 2 above describes the frequency distribution of age. The respondents are divided into four groups with different status of occupations. From the chart, 15% of the respondents are aged below 20 and most of the respondents are students. Most respondents are from the age of 20-30 with 55% and 30% is coming from the age of 31-40, which is most of them is practitioner. Figure 3 describes the occupation of the respondents. The respondents are divided into four groups. Most of the respondents are from ‘other’ band wit h 55% and the second highest is students and practitioner with 20% each. The Academic staff band falls into last place with only 6%. Figure 4 shows the respondents experience in design by years. The highest respon dents’ experiences in design is six years with 29%. Five years of experience in design contributes 24% of the total percentage. The lowest experience in design is 1 year with only 5% of the respondents. 4 years of experience falls in the third place with 19% and 14% of the respondents with only 3 years of experience falls in the fourth place. It can be seen from the above table 2 that the respondents have selected ‘size’ as an important characteristic of a product with the highest mean score of 3.20. This is followed by the second highest ‘style’ with mean score of 2.90. The third place of the perception goes to ‘texture’ with mean score of 2.80. Then, the fourth i s ‘attractiveness’ with mean score of 2 .70. The fifth, sixth and seventh a re the perception towards ‘shape’, ‘look’ and ‘function’ with mean score of 2.65, 2.40 and 2.30 respectively . ‘Ease of use’ and ‘appearance’ are both with mean score of 2.25. The details are translated into the below chart as to give a better and clearer picture. It can be seen from the above table 3 that the respondents have selected ‘size’ as an important aspect in emotion when selecting a product with the highest mean score of 3.15. This is followed by the second, third and fourth place of the perceptions towards ‘shape’, ‘texture’ and ‘easy to use’ with mean score of 2.65 each. Further the fifth and sixth are ‘function’ and ‘colours’ with mean score of 2.50 each. The seventh and eight are the perception towards ‘style’ and appearance both with mean score o f 2.40 and 2.30. The details are translated into the below chart as to give a better and clearer picture. This study has taken a position that respondents have to evaluate their opinions about the products based on three primary colours which are blue, red and yellow. This is to show an appreciation towards the product appeals. This is to show the closely matches to what people like and how the products appeal. Score is divided to five numbers: 1 indicates not important, 2 indicates less important, 3 indicates important, 4 indicates very important and 5 indicates extremely important. Respondents perceived the colour as chosen and as an appreciatition aspect of product appeals. Yellow colour shows 50% important to respondents and it is the most attractive colour in products appeals. The table below shows that respondents think that line is an important factor in product appeals. 65% of respondents selected yellow and red in second place with 45%. An additional 40% mentioned that line of the physical product did not reflect their choice on it because other aspects are more important to them. The table below shows that respondents think aesthetic is important factor in product appeals. 65% of respondents chose yellow and 35% chose blue and red in second place with 45%. The table below shows that respondents think elegant is an important factor in product appeals. 55% of respondents selected yellow and blue at second place with 40% and shows that respondents think red colours is important and very important with 35% each. The table below shows that 45% of respondents think feminine in blue colour is less important and red is important factor in product appeals. 65% of respondents choose yellow and put a place between important to extremely important. The table below shows that respondents ranked masculine is an important to extremely important factor in product appeals. 80% of respondents choose blue and 85% choose yellow and respondents think red is more masculine colour with 90%. The table below shows that respondents have to choose which brands are more likeable. From the three brands listed, respondents chose Sony Ericsson with mean score of 3.10, Nokia is the second highest with mean score of 3.00 and Motorola is the lowest to be like with mean score of 2.75. From the table below shows the Impression and Emotion aspect, Nokia is the most likely selected by respondents with mean score 3.70 and 3.65. While Sony Ericsson is the most likely In Appreciation aspect by respondents with the highest mean score of 3.75. The result of this research indicates that colour is an important element to consumer product purchasing. With the possible variations of demographic differences among the sample size of 30 respondents, the intention of this research is to distinguish the levels of importance elements of product characteristics namely colour attributes, and to test for possible ages, gender and ethic group differences among respondents towards product. The results reveal highly significant differences for some of the measures used, with indications of strong age ...