THE ROLE OF BRANDING AND VISUAL PACKAGING IN SHAPING CONSUMER BUYING BEHAVIOR TOWARD INSTANT FOOD PRODUCTS

Abstract

The study explores the role of branding and visual packaging in shaping consumer buying behaviour toward instant food products, focusing on how brand loyalty, brand trust, brand image, and packaging design influence purchasing decisions. The primary aim of the research was to examine the impact of branding and innovative packaging strategies on consumer preferences and decision-making. A structured survey was conducted among 200 respondents, and data were analysed using descriptive statistics to evaluate the influence of branding elements and visual packaging features. The results revealed that branding plays a significant role in consumer choices, as respondents showed a strong preference for reputed brands that ensure trust, quality, and transparency. Visual packaging elements, such as bright colours, appealing logos, premium designs, typography styles, and realistic imagery, were found to positively influence product recognition, brand perception, and purchase intentions. Furthermore, informational cues like nutritional details, certifications, health-related claims, allergen warnings, and QR codes were observed to build consumer trust and confidence, leading to higher repurchase behaviour. The conclusion of the study highlights that integrating effective branding strategies with innovative and visually appealing packaging designs significantly enhances consumer engagement, improves brand loyalty, and drives purchasing decisions in the competitive instant food products market.