Customers' Perception on Packaging, Convenience, Social Media Marketing and  Brand Equity of Herbal Products

Christine C. Francia

doi:10.36948/ijfmr.2024.v06i05.27946

Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products

Author(s)	Christine C. Francia
Country	Philippines
Abstract	The rise in popularity of herbal products, driven by their perceived natural safety and efficacy, has led to increased consumer demand and scrutiny. This study investigates customer perceptions of packaging, convenience, social media marketing, and brand equity for herbal products distributed in Negros Island, Philippines. The objectives were to assess perceptions of packaging elements, evaluate convenience aspects, analyze social media marketing effectiveness, and measure brand equity. It also examined the relationships between packaging, social media marketing, and brand equity. Employing a quantitative approach with descriptive comparative and correlational designs, the study utilized a sample of 385 respondents, selected through purposive quota sampling. Data were collected via a customized questionnaire, and statistical analysis was performed using mean, standard deviation, and Spearman’s rho. Results indicated high customer satisfaction with packaging, especially regarding printed information. Transaction convenience was rated highest among convenience aspects, while access convenience was noted as an area for improvement. Social media marketing was positively perceived, with interaction valued most highly. The study found significant positive correlations between packaging and brand equity (r = 0.692, p < 0.001) and between social media marketing and brand equity (r = 0.447, p < 0.001). The findings underscore the importance of effective packaging and strategic social media engagement in enhancing brand equity. Improved packaging and robust social media marketing strategies are crucial for building customer trust, satisfaction, and brand loyalty. The study provides actionable insights for herbal product distributors to optimize their marketing approaches and strengthen their brand positioning.
Keywords	Herbal Products, Packaging, Convenience, Social Media Marketing, Brand Equity
Field	Business Administration
Published In	Volume 6, Issue 5, September-October 2024
Published On	2024-09-28
Cite This	Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products - Christine C. Francia - IJFMR Volume 6, Issue 5, September-October 2024. DOI 10.36948/ijfmr.2024.v06i05.27946
DOI	https://doi.org/10.36948/ijfmr.2024.v06i05.27946
Short DOI	https://doi.org/g59zvd

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Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products

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