The Analysis of Impulse Purchase and Influence of Branding and Packaging in Consumer Choice

Abstract

Purchase for pleasure and without regrets, has no charge of conscience. Among his purchases: travel, luxury items, records, video games, etc. When there is engagement with a brand, more impulse purchases occur. The impulse buying behavior is sudden, coercive rather than pre-planned, hedonistic, multifaceted behavior, whereby the rapid nature of the impulse decision process makes it impossible to identify well-considered and targeted alternative options. Branding is a process of building the brand image that takes into account who we are, what we do and how we do it where "what we are" stands for Branding is fundamentally a process of building bonds of trust between companies and their target audiences (potential customers, internal audiences, prescribers). The importance of the brand and Branding in business management is enormous.