The Impact of Product Packaging on Consumer Purchasing Decisions in the Pharmaceutical Industry on Product Quality And Suitability Perceptions
Abstract
The study aims to analyze the impact of product packaging on consumer purchasing decisions in the pharmaceutical industry, focusing on product quality and suitability perceptions. This research uses library study methods to dig a deeper understanding of the relationship between product packaging and consumer behaviour in choosing pharmaceutical products. Previous research has highlighted that product packaging can affect consumer perception of product quality and suitability. In the context of the pharmaceutical industry, the safety and effectiveness of products is a very important aspect. Therefore, packaging that guarantees the safety and quality of pharmaceutical products will tend to be preferred by consumers. The quality of the packaging can also create an impression of professionalism and confidence in the pharmaceutical brand. A study suggests that consumers tend to trust pharmaceutical brands that have attractive and safe packaging. On the contrary, packaging that looks untreated or dubious can reduce consumer confidence in pharmaceuticals.
In addition, the conformity of the packaging with the content of the product is also an important factor in consumer purchasing decisions. Packaging that provides clear and accurate information about the product, such as dosage, instructions for use, and expiry dates, will help consumers make more informed and confident decisions. In order to understand the impact of product packaging on consumer purchasing decisions in the pharmaceutical industry, this study will detail findings from relevant library studies. The results of this research are expected to provide a deeper insight into how pharmaceutical companies can use their product packaging to influence consumer perceptions, promote product quality, and improve purchasing decisions. Further research is needed to identify best practices in packaging design that meet consumer expectations in the pharmaceutical industry.
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