The impact of branding and packaging on consumer purchasing behavior
DOI:
https://doi.org/10.63313/EBM.9015Keywords:
Branding, packaging, consumer purchasing behaviors, influencing factorsAbstract
With the rapid development of globalization and digitalization, In today's globalised 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, services, brands, and marketing strategies. Therefore, gaining a deeper understanding of consumer purchasing behaviours can help companies develop effective market strategies and improve their competitiveness. Therefore, an extensive 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 literature. The hypothesis is then tested by a questionnaire survey and data analysis. This study findings indicate that product branding and packaging exert a positive 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 influence of branding and packaging, and ultimately improve the market competitiveness of their products. These recommendations are applicable in both theoretical and practical contexts.
References
[1] HE Yun,LI Lord,LIN Jingjing,et al. A review and outlook of research on visual elements in brand aesthetics[J]. Foreign Economy and Management,2022,44(08):121-137.
[2] Li Ang. Research on the influence of Internet word-of-mouth on consumer purchasing be-havior of net red tea drink brands [D]. Beijing Foreign Studies University, 2023.
[3] Ruonan Li,Yichen Zhang. The influence of brand knowledge on consumer green consump-tion behavior based on customer perspective[J]. Fortune Times,2023,(10):103-105.
[4] Jie Xin. Research on the influence of brand value co-creation on consumer behavioral in-tention in short video platform[D]. Xi'an University of Technology,2023.
[5] LIU Wumei, MA Zengguang, YE Furong. Influence of packaging elements on consumers in the marketing field and its intrinsic action mechanism[J]. Advances in Psychological Sci-ence,2020,28(06):1015-1028.
[6] A study on the influence of branding and packaging of cultural and creative products on consumer purchasing behavior - based on the mediating role of consumer satisfaction[J]. Art and Design(Theory),2024,2(06):89-93.
[7] Deng Fang. Impact of green packaging of agricultural products on consumer purchasing behavior[J]. Cooperative Economy and Technology,2022,(18):62-63.
[8] Yang Jicheng. An introduction to the impact of packaging design on consumer purchase experience[J]. Industrial Design,2018,(07):107-108.
[9] Li Beibei. Netflix Live Streaming with Goods, Brand Identity and Consumer Purchasing Behavior[J]. Research on Business Economy,2022,(14):83-85.
[10] Chang Wang. Influencing factors and application prospects of tea packaging materials[J]. Shanghai Packaging,2024,(03):21-23.
[11] Chen Kuan. Research on brand enhancement strategy and path of domestic automobile enterprises[J]. Automobile and Driving Maintenance(Maintenance Edi-tion),2023,(12):15-17.
[12] Tong Jun, Zheng Shiqun, Wang Kai. The Road of Brand Loyalty: The impact of consumption ritual on Brand Loyalty [J]. Times and Economics,2024,21(06):46-50.
[13] Yu Jiangjiang. Research on the Influence of Spokesperson on Consumer Brand identity [D]. Lanzhou University of Finance and Economics,2024.
[14] Lu Ye. Research on visual design of e-commerce products based on brand optimization -- A case study of Jinzi Ham [J]. Trade Fair Economics,2024,(10):102-106.]
[15] YU Hui. Branding and Communication of publishing under the Background of New Con-sumption Era [J]. Science and Technology Information,2024,22(11):254-256.
[16] PEI L, Wang X L.Optimal design of food packaging of "Liyang Guan-Guan-tea" [J]. Printing Technology,2024,(02):32-35.
[17] Wang Yuanyuan. Analysis on packaging improvement strategy of Xinyang non-heritage Creative Products [J]. Footwear Technology and Design,2023,3(02):45-47.
[18] Chen Zhilong, Yao Guangming. Research on Influencing factors of packaging design of ag-ricultural products based on "Generation Z" consumers [J]. Packaging Engineering, 2019,45(14):292-297+331.
[19] Wang Yan, Hou Yihe, Li Ruiqin, et al. The effect of simplicity of packaging design on con-sumer behavior and its psychological mechanism [J/OL]. Applied Psycholo-gy,1-19[2024-08-08].
Downloads
Published
Issue
Section
License
Copyright (c) 2025 by author(s) and Erytis Publishing Limited.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
