Distinctive elements in packaging (FMCG): an exploratory study

This research sets groundwork for incorporating concepts from the branding managerial perspective into the Fast Moving Consumer Goods (FMCG) environment. We undertook our study in a busy supermarket to capture the ‘top of mind’ packaging elements that helped shoppers select a product. 115 in-store interviewees ranked the important packaging elements for one product in their cart as: colour, brand name, logo, font-style, and picture. We also found that colour and brand cue differed depending on whether or not consumers classify a brand as their favourite in the category. An experimental approach under the light of memory and recognition is the next step to follow for further research.