How Brand Name and Packaging Quality Affect the Consumer Choice Process

Albert E. Price


Current research tells us that both the brand name and packaging of a product have an effect on the consumer and his or her individual purchasing decision. The following study attempts to further explore and explain how each one affects the other and in which situations, one has a greater influence on the consumer choice process. The research focuses on the comparison of what role brand name and packaging quality play in the consumer choice process. Specifically, the study looked at how the following factors, brand consciousness/familiarity, product experience and individual confidence/self-esteem of the buyer, influence the choice process as it relates to brand image and a product’s packaging. The data suggested that college consumers found individual packaging attributes attractive and eye catching but just simply weren’t influenced enough by these attributes to outweigh the perception of the importance of brand name, at least for relatively private, consumer products.