Role of Product Packaging in Competitive Marketing Strategy in the Fast-Moving Consumer Goods Industry

ROLE OF PRODUCT PACKAGING IN COMPETITIVE MARKETING STRATEGY IN THE FAST-MOVING CONSUMER GOODS INDUSTRY
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Table of Contents Role of Product Packaging in Competitive Marketing Strategy in the Fast-Moving Consumer Goods Industry  3 Introduction. 3 Research Question. 4 Objectives. 4 Research Design. 5 Ontological and Epistemological Paradigm.. 5 Methodology. 6 Data Collection Methods. 7 Sampling Strategy. 8 Consideration of Ethical Issues. 9 Reflections on Positionality, Limitations, and Constraints. 10 Conclusion. 11 Reference List 12 Word Count: 2,516
Role of Product Packaging in Competitive Marketing Strategy in the Fast-Moving Consumer Goods Industry
Introduction
In the context of organizational studies, this study proposal aims to investigate the function of product packaging in competitive marketing strategy. Product appeal is enhanced by product packaging, which also acts as a vehicle for communicating the brand identity and value proposition (Orzan et al., 2018). As a result, product packaging has grown to be crucial to marketing plans. This study aims to understand how product packaging impacts consumer behaviour and how companies may use it to gain a competitive edge. This proposal will provide a concise overview of the literature on product packaging and competitive marketing strategy in addition to a precise research topic, relevant research philosophy, design, and methodology.
For many years, academics and industry professionals have been interested in the function of product packaging in competitive marketing strategy. According to research, packaging substantially impacts customers' views of and attitudes about a product, as well as their propensity to make a purchase (Hussain et al., 2015). The packaging's capacity to convey product advantages and qualities is one of the main ways it influences customer behaviour. According to research, a product's packaging's colour, shape, size, and design may reveal information about the product's quality, cost, and value offer. Consumers may use this information to make educated purchasing decisions and to distinguish one product from another.
Additionally, packaging may promote brand recognition and loyalty (Hussain et al., 2015). According to research, packaging may improve brand recall, raise brand awareness, and establish a feeling of brand personality. Packaging may help customers and businesses develop stronger emotional bonds, improving brand loyalty and encouraging repeat business.
Only some studies have examined the function of packaging in the modern corporate climate. Customers are exposed to a broad choice of product options and have better access to product information through digital channels, despite the significance of packaging in marketing strategy. More context-specific research is required since the influence of packaging on customer behaviour may change among product categories, consumer segments, and cultural contexts (Wulandari and Setyaningrum, 2021). By examining the significance of product packaging in competitive marketing strategy in the modern corporate environment, the suggested study seeks to close this gap. T...