Understanding the effect of branding and packaging design on choice preference in the purchase decision of fresh milk

Abstract

Brand and packaging design is an important factor in the choice preferences of the consumer when making a purchase decision on low involvement products such as pasteurized milk. This research utilized a mixed-methodology design approach on understand consumer behavior toward brand and packaging design and how these elements affected the purchase decision. Price sensitivity plays a prerequisite role in the consumer purchase decision and whilst most are willing to pay a price premium for brand and packaging design elements, limited income is a clear inhibiter. Brand awareness and trust plays an important role in quality perception followed by image as part of visual stimuli in choice preference. The challenge for researchers is the understanding of the limitation of the consumers and then finding a balanced marketing mix for both price and brand to suit consumer expectation and aspiration.