TY  - JOUR
T1  - An Assessment of Customer Perceptions Towards Product Packaging Design Changes: Insights from the Botswana Fast-Moving Consumer Goods Business
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 2
SP  - 46
EP  - 55
PY  - 2023
DA  - 2023/07/31
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - Chiguvi, Douglas
AU  - Sepepe, Thuso
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2023/JETIMM_V02_2023_68.pdf
KW  - Customer Perceptions
KW  - Product Brand Management
KW  - Product Packaging Design
KW  - Fast-Moving Consumer Goods Business (FMCG)
AB  - This paper provides insights into the impact of changes in product package design on the purchase decisions of customers. It adopts an emic perspective that favors the perceptions of customers domiciled in Botswana about their point of view regarding brand management studies related to product packaging design. The research sought to address two (2) important research questions: customers’ perceptions of changes in product packaging design designs and the impact of these changes on their purchasing decisions. A mono-method qualitative method was adopted, wherein semi-structured interview questions were posted to participants through an elaborate questionnaire. The research has revealed three (3) important findings. First, ergonomics and aesthetics are the most valued in product package designs. Second, changes in product package design are a positive purchase decision stimulant that affects the perceived value of a product. Furthermore, as much as changes in package design have a positive appeal to the target market, they do come with mixed feelings, and customers become more curious about questioning the legitimate reasons behind the change. This paper has filled the knowledge gap regarding product brand management strategies within the Botswana FMCG environment in so far as changes in product packaging design is concerned.
ER  -