The impact of branding and packaging on consumer purchasing behavior
Year: 2025
Type: article
Study design: Observational Study
Abstract: With the rapid development of globalization and digitalization, In today's glob-alised and digitalised world, market competition is intensifying. It is crucial for the production and sales divisions of a company to study how branding and packaging affect consumer purchasing behaviours. Consumers make purchasing decisions based on a comprehensive assessment of a company's products, ser-vices, brands, and marketing strategies. Therefore, gaining a deeper under-standing of consumer purchasing behaviours can help companies develop effec-tive market strategies and improve their competitiveness. Therefore, an exten-sive understanding of consumer buying behaviours is crucial for businesses to develop efficient marketing strategies and improve market competitiveness. In this context, this study establishes a hypothesis on the impact of branding and packaging on customer purchase behaviours by examining the current litera-ture. The hypothesis is then tested by a questionnaire survey and data analysis. This study findings indicate that product branding and packaging exert a posi-tive and statistically significant influence on consumer purchasing behaviours to different extents. Additionally, branding and packaging, when consistent with each other, interact synergistically to collectively shape consumers' product choices and behaviours. This study examines the impact of brand and packaging on consumer purchasing habits by analysing existing literature and case studies. It also suggests solutions to strengthen the influence of brand and packaging and enhance the alignment between them. It also suggests strategies to augment the impact of branding and packaging, as well as the coherence of branding and packaging. This provides enterprises with guidance on how to enhance the in-fluence of branding and packaging, and ultimately improve the market competi-tiveness of their products. These recommendations are applicable in both theo-retical and practical contexts.
Source: Economics & Business Management
DOI: 10.63313/ebm.9015
Author: Jiaxin Ding
Institution: Istituto Marangoni London
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408587183