PACKAGING AND ITS EFFECT ON BRAND MARKETING STRATEGY; IN THE CASE OF HABESHA BREWERIES S.C

Abstract

The objective of this study is to determine the attributes of packaging that play an im-portant role on marketing strategy. The purpose of this research is to find out the main important factors related with the packaging attributes and practicality that help the mar-keting strategy process. Companies in order to create the right packaging for their prod-ucts, they must understand the marketing strategy process and understanding the role and the impact of packaging as a variable that can influence the purchase decision. Therefore, by understanding, what factors influence the marketing strategy and what packaging at-tributes are most important that will help companies making the right decisions about packaging of their products. The research identified main variable of the study marketing strategy and some independent variables like packaging color, printed information, pack-aging material, font, printed information and innovation. The primary research data was collected through a structured questionnaire and SPSS software was used for analysis purposes. Therefore, the study tries to find out the most important factors that have an impact and influences marketing strategy.