PACKAGING AND BRANDING: THE IMPACT OF PACKAGING DESIGN AND BRANDING O CONSUMER PERCEPTION AND SALES OF ENERGY DRINKS

Abstract

This research investigates the influence of packaging design and branding on consumer perception and sales of energy drinks in Mysuru City. Employing a descriptive research methodology with a sample size of 200 respondents, split evenly between Red Bull and Sting Energy consumers, the study utilized structured questionnaires to collect primary data. ANOVA and descriptive statistics were applied to analyze variables such as visual appeal, brand recognition, and packaging material. The findings highlight that visual appeal and innovation in packaging significantly impact consumer perceptions and purchasing behavior, while factors like brand loyalty and environmental friendliness have a lesser effect. The study suggests that energy drink brands should prioritize improving packaging aesthetics and design innovation to enhance consumer engagement and boost sales.