The impact of branding and the influence of packaging on consumer purchasing decisions in Nepal’s detergent market

Abstract

This thesis investigated the impact of branding and packaging on consumer purchasing decisions in Nepal's detergent market. The study's primary objective was to explore how emotional branding, sen-sory elements, sustainability, and social influence shaped consumer behavior towards detergent prod-ucts. The theoretical framework is based on concepts of emotional branding, sensory marketing, and packaging design, focusing on how these elements influenced consumer perception and purchasing choices. Qualitative and quantitative research methods, including consumer surveys, were employed to gather insights into consumer preferences and attitudes. The findings revealed that emotional branding significantly fostered consumer loyalty, while sensory appeal through packaging design, sound, and touch enhanced product attractiveness.

Additionally, sustainability has emerged as an essential factor, with eco-friendly packaging and ex-plicit environmental claims positively influencing consumer decision-making. The research also high-lighted the effectiveness of social influence, particularly through online reviews and influencer mar-keting, in shaping consumer trust and purchase intentions. The study concluded that detergent brands could have enhanced their market position by integrating emotional, sensory, and sustainable brand-ing strategies, improving consumer engagement and building long-term customer relationships.