The Influence of Packaging and Brand Equity on Over-The-Counter Herbal Medicines in Kumasi, Ghana

Oppong, Peter Kwasi

doi:10.22610/jebs.v10i5(j).2498

Cited by 5 publications

(5 citation statements)

References 110 publications

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“…The USP, designed to offer exclusive benefits to customers, is often an essential measure of a company's brand policy that supports to remain remarkable and make a constructive impression in consumer's eyes. According to a researcher, price awareness is usually measured on the basis of price knowledge 10 . The study offered a broader price awareness using three different factors, namely: price knowledge, finding prices in stores and searching for prices between stores, a method developed by investigator.…”

Section: Discussionmentioning

confidence: 99%

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

Sofi¹

2019

IJRASET

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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.

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Section: Discussionmentioning

confidence: 99%

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

Sofi¹

2019

IJRASET

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“…Thus, the scale items used to measure perceived quality were obtained from Gil et al (2007) and Yoo et al (2000) and brand equity was developed by Yoo et al (2000). Again, test items of brand loyalty were from Tong and Hawley (2009) and Yoo et al (2000) and that of packaging was from Oppong and Phiri (2018b).…”

Section: Scale Items Design and Data Collection Methodsmentioning

confidence: 99%

“…It has also been contended that packaging has a positive impact on brand equity via the point-of-difference created by functional or aesthetic packaging attributes, or indirectly via the role of brand image and awareness (Keller, 2013;Klimchuk & Krasovec, 2006). Prior studies also indicated that packaging positively influences perceived product quality (Underwood & Klein, 2002;Wang, 2013;Mensah et al, 2022) and brand loyalty (Dhurup et al, 2014;Oppong & Phiri, 2018b).…”

Section: Packagingmentioning

confidence: 99%

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Exploring the Nexus between Packaging, Quality, Equity and Loyalty in Drug Industry

Oppong¹,

Owusu²,

Hammond³

et al. 2022

OJBM

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A well-designed product packaging, increased perceived quality and brand equity are essential elements that can strengthen brand loyalty in a keenly competitive retail environment. Although the impact of packaging, perceived quality and brand equity on loyalty has gained considerable attention in the marketing literature, there are limited studies on the impact of packaging on brand loyalty mediated by perceived quality and brand equity in the drug industry. In this respect, this paper aimed to examine the mediation influence of perceived quality and brand equity on the relationship between packaging and loyalty in the drug industry. The data for this paper were collected from a sample of 316 customers using a systematic sampling procedure. The study's hypotheses were statistically examined via structural equation modelling with the aid of smart PLS version 3.3.3. Findings from this paper show that brand equity fully mediates the impact of packaging on loyalty but partially mediates the path between perceived quality and loyalty. The research also found that perceived quality perfectly mediates the relationship between packaging and loyalty but partially mediates the impact of packaging on brand equity. This paper, therefore, established that perceived quality and brand equity are critical in designing packaging to improve brand loyalty in the drug industry.

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“…Therefore, it is naturally used as the main basis for the identification of all medicinal plants. With the increasing development of image processing, automatic computer image recognition is now widely used in this regard [9,10].…”

Section: Introductionmentioning

confidence: 99%

The Classification of Medicinal Plant Leaves Based on Multispectral and Texture Feature Using Machine Learning Approach

Naeem¹,

Ali

Chesneau

et al. 2021

Agronomy

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This study proposes the machine learning based classification of medical plant leaves. The total six varieties of medicinal plant leaves-based dataset are collected from the Department of Agriculture, The Islamia University of Bahawalpur, Pakistan. These plants are commonly named in English as (herbal) Tulsi, Peppermint, Bael, Lemon balm, Catnip, and Stevia and scientifically named in Latin as Ocimum sanctum, Mentha balsamea, Aegle marmelos, Melissa officinalis, Nepeta cataria, and Stevia rebaudiana, respectively. The multispectral and digital image dataset are collected via a computer vision laboratory setup. For the preprocessing step, we crop the region of the leaf and transform it into a gray level format. Secondly, we perform a seed intensity-based edge/line detection utilizing Sobel filter and draw five regions of observations. A total of 65 fused features dataset is extracted, being a combination of texture, run-length matrix, and multi-spectral features. For the feature optimization process, we employ a chi-square feature selection approach and select 14 optimized features. Finally, five machine learning classifiers named as a multi-layer perceptron, logit-boost, bagging, random forest, and simple logistic are deployed on an optimized medicinal plant leaves dataset, and it is observed that the multi-layer perceptron classifier shows a relatively promising accuracy of 99.01% as compared to the competition. The distinct classification accuracy by the multi-layer perceptron classifier on six medicinal plant leaves are 99.10% for Tulsi, 99.80% for Peppermint, 98.40% for Bael, 99.90% for Lemon balm, 98.40% for Catnip, and 99.20% for Stevia.

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The Influence of Packaging and Brand Equity on Over-The-Counter Herbal Medicines in Kumasi, Ghana

Cited by 5 publications

References 110 publications

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

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

Exploring the Nexus between Packaging, Quality, Equity and Loyalty in Drug Industry

The Classification of Medicinal Plant Leaves Based on Multispectral and Texture Feature Using Machine Learning Approach

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