The Role of Branding and Packaging in Creating Customer Loyalty in the Toothpaste Market: The Case of Ghana

Luther Ntim Adjei, Josephine Pepra Mensah, Emmanuel Adu-Boahen


Branding and packaging are communicable marketing tools that marketers use through their efforts to disseminate information to the general public. It can be inferred that branding and packaging play a vital role in the consumer’s decision to purchase a particular product of their choice, since they are able to identify the products through its branding and packaging.

This paper sought to investigate into how branding and packaging influences consumers’ decision and how it influences them to be loyal to a particular brand of product (toothpaste).

Data was collected by administering questionnaires to a sample size of 130 out of which 100 were consumers of the various tooth paste and 30 were toothpaste retailers in the Techiman Municipality. Accidental or convenient sampling method, under the non-random sampling technique was used.

The study revealed that branding and packaging is an essential tool that influences consumers purchasing behavior in their decision to purchase a particular brand of toothpaste. It was also realized that toothpaste manufacturers use branding and packaging to differentiate their products from that of their competitors.

Keywords: Branding, Innovation, Packaging, Loyalty

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