The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry

Manilall Dhurup,Tshepiso Dumasi,Chengedzai Mafini

doi:10.4102/ac.v14i1.194

Manilall Dhurup, Tshepiso Dumasi + Show 1 more

Open Access

https://doi.org/10.4102/ac.v14i1.194

Copy DOI

Abstract

Purpose: The purpose of the study was to investigate the impact of packaging, price and brand awareness on brand loyalty.Rationale: The study sought to extend empirical evidence on the association between brand loyalty and product-related factors: packaging, price and brand awareness.Methodology: The study adopted a quantitative survey approach and was conducted in a paint retailing environment. Data were elicited from a conveniently selected sample of 212 consumers who purchased various brands of paint. Regression analysis and the one-way analysis of variance test were conducted to investigate the impact of packaging, price and brand awareness on brand loyalty.Findings: Packaging, price and brand awareness showed significant positive relationships with brand loyalty, which implied their significant predictive influence on brand loyalty. The results suggest that management should, inter alia, initiate and implement effective packaging, pricing and brand awareness in order to enhance consumers’ brand loyalty to the company’s products.Value of research: The research provides valuable insights to managers of companies on the need to continuously enhance their products’ packaging with competitive pricing strategies in order to improve brand awareness and brand loyalty and remain competitive in the market. The study also provides evidence of the relationship between brand loyalty and packaging, price and brand awareness in a South African context.Conclusion: The marketing success of businesses depends on their ability to continuously enhance their products’ packaging with competitive pricing and brand awareness strategies in order to improve brand loyalty. Future studies should be extended to other retailing environments and product categories.

Highlights

The contemporary marketplace is inundated with a wide assortment of product brands
The primary objective of the study was to investigate the impact of packaging, price and brand awareness on brand loyalty
To achieve this primary objective, two secondary objectives were formulated. These were (1) to establish the degree of association between brand loyalty and three factors, namely, packaging, price and brand awareness, and (2) to determine whether brand loyalty can be predicted by packaging, price and brand awareness

Summary

Introduction

The contemporary marketplace is inundated with a wide assortment of product brands. keeping pace with this proliferation of diverse brands in the market has become nightmarish for the simple consumer (Suresh, Monahan & Naresh 2012). Product-related attributes associated with packaging, pricing and brand awareness, inter alia, tend to create and reinforce the relationship between the consumer and the brand (Suresh et al 2012). Consumers respond to packaging based on a set of prejudices, learned reactions and individual preferences that help to catapult certain products to dominance in today’s dynamic markets (Aaker 2010). Colours, sizes and textures naturally influence consumers to respond positively, whilst others evoke negative reactions (Aaker 2011). Effective brand awareness campaigns tend to attract consumers’ attention and convince consumers to venture out to either adopt the product or to use it repetitively, leading to increased sales for the company (McKee 2010)

Objectives

Methods

Results

Conclusion