Shopping is a cognitive process – try to understand it

Shopper decision-making can be defined as a mental orientation characterizing a shopper’s approach to making choice. This approach deals with cognitive and affective orientations in the process of decision-making. There are main packaging elements potentially affect shopper purchase decisions, which can be separated into categories: visual and informational elements. The visual elements consist of graphics and size/shape of packaging and relate more to the affective side of decision-making. Informational elements relate to information provided and technologies used in the package and are more likely to address the cognitive side of decisions. Most FMCG are low involvement products. In these categories, shoppers do not search extensively for information about the brands, evaluate their characteristics, and make a weighty decision on which brand to buy. It is very much an unconscious process.

For low involvement, there is a strong impact from marketing communications, including image building, on shopper decision-making. Evaluation of attributes is of less importance in low involvement decisions, so graphics and color become critical for many shoppers in low involvement, the package is the product, particularly because impressions formed during initial contact can have lasting impact.

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