The role of packaging on consumer perceptions and buying habits within the FMCG industry.
This research investigates consumers' preferences and attitudes towards the packaging of FMCG (Fast Moving Consumer Goods) products and the influence that this packaging has on their buying habits and purchasing decisions. Respondents' likes, dislikes as well as key purchase drivers were examined. Focus groups were held to gauge the respondent's attitudes and perceptions towards packaging as well as their expectations of what it should be like. The researcher employed a descriptive research design method using qualitative methods to analyse the data collected. A total of twenty five focus groups were held, with twelve women in each group (ie 300 respondents). Respondents consisted of females residing in the Bedfordview, Sandton, Yeoville and Melville areas in Gauteng. One-hour focus groups were held during July, August and September 2003.