THE EFFECT OF BRANDING AND PACKAGING OF LOCALLY MADE COSMETIC PRODUCTS ON THE BUYING DECISION OF CUSTOMERS
- Project Research
- 1-5 Chapters
- Quantitative
- Correlation
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
EXCERPT FROM THE STUDY
Competition within this industry has forced local company stakeholders to invest in more attractive and innovative packaging to appeal to the consumer. A package is therefore highly instrumental in aiding a company’s positioning strategy as they target the consumer market. How the consumer places the value of the product within their mind, has quite a bit to do with the product packaging strategy in use (Ampuero & Vila, 2016). Since the consumer is faced with so many products every single time they visit a retail store, it is paramount that the package stands out from the rest of the array of similar products, and is attractive enough to evoke a choice. The package should be convincing, bringing together all its elements to appeal to the consumer’s need (Rundh, 2009, Kotler & Armstrong, 2019).
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