Packaging as A Marketing Tool to Enhance Brand Image -An Analysis of Pakistan Consumer Market

Abstract

This research was carried out to investigate the packaging design and its role in brand creation, especially for Fast Moving Consumer Goods (FMCG) manufacturing and retailing organizations. The packaging design helps fabricate brand identity, brand recognition and brand equity that improves the marketing campaign of company’s products and facilitate its retail performance in terms of attracting consumers. This research has attempted to find out the various elements of packaging design, especially color, graphics, pictures and informational contents, which basically influence consumers in their purchase decision making. The research has used survey questionnaire as a tool for data collection. The data have been collected from the visitors of super stores. The sample was derived through self-selection from the visitors of super stores. This study has adopted quantitative method in conducting research. This research has been carried out in the premise of Karachi, Pakistan. This research also has tried out to know the impact of visual stimuli of packaging in grabbing attention of consumers, which helps consumers form a perception about a brand. The results of descriptive statistics have analyzed the collected data and generated tables with figures that represent the tendency of relationship among packaging design elements and creation of brand. The results of the study are in line with other research conducted in other countries and proves the importance of packaging design in developing consumer’s perception is significant in brand creation for the products of FMCG, in Karachi, Pakistan.