Case Study: Brand Packaging And Consumer Buying Behavior

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Marketing has always involved an aspect of confusion and this confusion has been practiced in a variety of sectors and products. One of the areas being lookalikes. Kapferer, J.-N. (1995a) Kapferer, J.-N. (1995b), Kasabov, E. (2015).

Brand confusion takes place when certain qualities or factors lead a customer to form inaccurate beliefs about elements or performance of a less known brand than of a leading brand (Foxman, E. R., Berger, P. W., & Cote, J. A. (1992). According to the marketing analysis only 3% of the products in the supermarkets do not require packaging (Sudol et al. 2000) Packaging is not only used to protect the product from damage caused by transportation, storing and selling but also to attract consumers and make them more distinguishable from other products. Never the less all companies do not create products to be distinguishable. (Falkowski, A., Olszewska, J., & …show more content…

Package colour may affect the consumer economically and psychologically as it acts on human mind and emotions. Therefore, colour should be used by the manufacturers in an appropriate way to distinguish from the competitor or the leading brands. Attractive packaging shape can grab consumer attention on the shelf. A different shape will help stand out from the other parallel brands or …show more content…

(2013). A product package design is a touch point when a consumer is about to buy the product, the appearance of the product is to have a bigger impact than the advertisement of the product on influencing consumer purchase decisions. A unique, attractive package design will make the consumers curious and will enable the customers for faster purchase decisions (Silayoi and Speece (2004) and Laforet

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