IMPACT OF CONSUMERS AWARENESS FOR PACKAGING, PACKAGING OF A BRAND AND ADVERTISEMENT ON CONSUMER BRAND PREFERENCE

Abstract

Purpose: This research study evaluated the impact of packaging and its relationship with brand preferences of young adults in Karachi. Through Quantitative research design and- method. This research provided a detailed understanding about the cause and impact relationship between the variable of labeling of packaging with respect to FMCGs, brand awareness, awareness of that labeling, brand preferences/choice, decision making, consumer behavior and purchasing behavior of the young adults. Methodology: This research study used the reliability test of data by using Cronbach Alpha. Toanalyze the brand preference of adult with respect of packaging and brand awareness, regression analysisand Pearson correlation is used. This quantitative research used the sample collected from various parts of the Karachi city. Young Adults will be the 279 sample of this thesis. Finding: Pearson correlation shows that there is no significant relationship between the brand preferences and gender. The results indicated that brand preference is not influence by gender but it’s influenced by many other factors. The reliability was tested by the Cronbach's Alpha. Regression analysis was done after the factor analysis which was done to reduce the data and generate the preference variable by the data reduction technique. Factor analysis was done to reduce the data from the questionnaire. The single variable was created by the SPSS factor analysis technique. Regression analysis showed that there is significant and 33.9% of impact on brand preference. The coefficient of the regression showed that there was very insignificant and low influence by the gender. The coefficient regression showed that Brand packaging was most influenced by packaging during their brand preference. Practical implications: This research is helpful for the decision making of corporate regarding packaging of products related to young consumers. It is also useful for the future research regarding product packaging.