Abstract:
With more research being conducted to understand how consumers’ perceptual process
works when selecting a product among different brands, today companies have become
more aware and use different cues to impact that perceptual process. This research was
conducted to study one of those factors, namely packaging, and its relationship with
quality perception of consumers. Through qualitative data collection techniques a more
in-depth analysis was made possible, it was found that consumers felt packaging did
make a positive impression. The aspects found to be Important to consumers were the
design, information, Illustrations, protection, and preservation. Companies that
understand the importance of these aspects will be successful in gaining competitive
advantage over others.
