Investigating the Role of Packaging Design In the Alcohol Industry

Abstract

Alcoholic beverage packaging is a complex and important factor that affects how consumers perceive brands, how they recognize them, and how they make judgments about what to buy. Because packaging design can successfully communicate product information, establish unique brand identities, and elicit strong emotional reactions from customers, it has become increasingly important to industry stakeholders and scholars. In order to investigate the effects of packaging design on consumer behaviour, brand performance, and market competitiveness, this dissertation explores the complex dynamics of packaging design within the context of the alcohol business