Research: The role of branding and packaging in creating customer loyalty in the toothpaste market

Researchers at Valley View University in Ghana investigated how branding and packaging influences consumers’ decision influences them to be loyal to a particular brand of product (toothpaste).
The majority of the respondents in the study confirmed that they were influenced by the brand name and packaging of their brand of toothpaste. It was also verified that a greater number of the respondents are willing to buy their brand of toothpaste regardless of price increase. The main conclusion was that indeed branding and packaging influence the consumer’s choice of toothpaste. An article about the research is published in the European Journal of Business and Management.
Click here for the article (243 kB).

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