Influence of packaging and labeling on consumer preference for toothpaste brands: the case of shoppers in selected retail outlets In Nairobi's Central Business District

Abstract

Packaging and labeling have increasingly gained popularity as competitive marketing weapons. In the present day crowded retail shelf, packaging designs must be crafted to cut through such clutter, differentiate brands from competitive offerings, and stimulate the desire to purchase. This study sought to determine the influence of toothpaste packaging and labeling on brand preference, and whether the influence, if any, differs according to certain socio-demographic dimensions of consumers. The research design in this study was descriptive. The population of interest comprised shoppers in key retail outlets in Nairobi's Central Business District. The researcher sampled and interviewed 200 shoppers, and achieved 100% response rate. Respondents were selected via convenience sampling, with an equal number of shoppers being drawn from each outlet. Primary data was collected using a semi-structured questionnaire, and analyzed using frequency distribution, mean scores and standard deviation. Data presentations were made using tables. The study findings revealed that, packaging and labeling act as the silent salesman on the shelf in influencing consumer preference for toothpaste brands. Brand name, color, design, package material, product life, and pack size emerged to be the most influential components, while use instructions, grade information, texture of packaging material, and graphic illustration influenced preference to a moderate extent. None of the components under consideration slipped into the third category of 'small extent' influence. Furthermore, it was established that the influence of packaging and labeling on toothpaste brands preference differs according to certain sociodemographic dimensions of consumers, which include income, gender, age and education to mention but a few. The above .outcomes strongly attest to the assertion that, packaging and labeling have become the centerpiece between brand appeal and consumer purchase decision, and should be treated as key elements of the marketing mix strategy and not a side issue. On the basis of the foregoing findings, it was recommended that marketers of toothpaste brands should firmly focus on packaging and labeling components that appeared to influence preference to a great extent, and continuously conduct consumer research with a view to identifying other components scaling the consumer preference ladder so as to accord them due attention.

The study was only confmed to Nairobi's Central Business District. Consequently, the researcher suggested that in future, it should be rolled out to peri-urban and rural settings in order to give a holistic picture on the extent of packaging and labeling influence on toothpaste brands preference by diverse consumers.