ASSESEMENT OF BRANDING AND PACKAGING EFFECT ON CONSUMER BUYING BEHAVIOUR (INCASE OF FIKER NATURAL SPRING WATER (AGENA TOWN)

Abstract

This study attempted to examine the role of branding and packaging on the customer buying behavior in Fiker natural spring Water Company Plc. data were collected on customers’ perception about branding and packaging through structured questioner. As a sample 50 participants were involved in this study. In the selection of the sample population, purposive sampling method was used. Percentage values were used for various analysis of this study. The finding of the study on the role of packaging and branding towards consumer buying behaviour showed that the package help consumer acquire information about the product and comparatively most of the customers evaluate the product according to printed information and distinctiveness and memorability of a brand. In addition to this based on the finding, the study presented same recommendation.