PACKAGING AS A FACTOR IN BRAND PERCEPTION: FUNCTIONAL AND INFORMATIONAL ASPECTS
Keywords:
consumer, brand, packaging functionality, informational content of packaging, MontenegroAbstract
Packaging represents a means of product protection, presentation, and communication with consumers. These elements contribute to market recognition and brand value. The functionality and informativeness of packaging play an important role in building and strengthening a brand. Informative packaging provides clear product information, thereby contributing to the development of consumer trust. The functionality of packaging protects the product and enables easy use, transport, and storage. Functionality and informativeness of packaging influence consumer satisfaction and contribute to product competitiveness. Informative and functional aspects represent an important marketing element of marketing communication. The aim of this study was to examine the impact of packaging elements, specifically functionality and informational content, on brand perception and consumers’ willingness to purchase. The research was conducted using a questionnaire distributed online. The sample was random and consisted of N = 151 respondents. The sample included 41.7% male respondents and 58.3% female respondents. Respondents came from all three regions of Montenegro. For data processing, the Statistical Package for the Social Sciences (SPSS) was used. The methods applied included descriptive statistics, t-test, one-way ANOVA, and linear regression analysis. The results of the study show that packaging functionality and informational content have a statistically significant positive impact on brand perception, with informational content having a greater effect. The results of ANOVA and t-test analyses indicate that there is no statistically significant difference in brand perception depending on respondents’ gender. Likewise, the findings indicate that age and education level do not have a statistically significant impact on brand perception. The conducted research is significant for future scientific studies, as it highlights relevant aspects of packaging that require further investigation. The study contributes to a deeper understanding of consumer behaviour and the impact of product packaging elements. It also contributes to existing theoretical knowledge by improving the current literature on the influence of product packaging on consumer behaviour.
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