Packaging as a Brand Marketing Strategy: Its Impact on Consumer Buying Behaviour

From a mere protection function to a critical marketing role: this is the story of the package throughout the years.

The container of a product, also known as packaging, became one of the most effective communication resources. Due to the advent of technology, the rise of self-service, and the ongoing evolution of consumers’ living, the packaging increasingly assumed a stimulus of impulsive buying behaviour.

By captivating the consumer, divulging the content of commodities, and inspiring the buyers’ choices, the relevance of the package is genuinely growing. Likewise, customers recognize the power of package design that influences their purchase decisions.

However, the most challenging part lies in assessing the power of a specific design system of packaging. Considering the packaging parts, each of which communicates different messages, the research pattern was formulated and proved to disclose the effect of visual packaging features on clients’ buying decisions.

Moreover, eight research questions were formulated to deal with the goals of the research. The latter ended with the demonstration of the relevancy of the task of packaging in persuading buyers’ minds when making their shopping choices.

Alessia Scappatura
Master’s in Marketing
https://www.linkedin.com/in/alsca/