Analysis of the Impact of Product Packaging on Buying Decisions of Consumers and Brand Visibility

This research focuses on understanding the influence of packaging techniques on the customer's buying decisions and the brand visibility of Fast-Moving Consumer Goods (FMCG) companies. The survey model is adopted to understand the impact of packaging methods on brand visibility. Various element...

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Bibliographic Details
Published in:	2023 6th International Conference on Advances in Science and Technology (ICAST) pp. 29 - 33
Main Authors:	Doshi, Janvi, Iyer, Kamtchi, Zade, Nilima
Format:	Conference Proceeding
Language:	English
Published:	IEEE 08-12-2023
Subjects:	Companies Consumer Behavior Image color analysis Online Marketing Packaging Shape Surveys Sustainable development Technological innovation
Online Access:	Get full text
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Summary:	This research focuses on understanding the influence of packaging techniques on the customer's buying decisions and the brand visibility of Fast-Moving Consumer Goods (FMCG) companies. The survey model is adopted to understand the impact of packaging methods on brand visibility. Various elements of packaging techniques like color, material, shape, and image have different levels of influence on the customers before making decisions on their purchase. This research also deep dives into three further factors that are innovation, sustainability, and the superiority of packaging. The results clearly indicate that brand visibility has a more significant impact on customer choices along with packaging parameters. Hence, it can be concluded that there is an association between the impact of packaging on customer purchase patterns and the willingness to spend extra money on superior packaging.
DOI:	10.1109/ICAST59062.2023.10455017