Impact of Product Pricing, Packaging Information, and Brand Trust on Consumer Purchase Intention and Loyalty

Abstract

This research investigates the influence of product price, package information, and brand trust on customer purchase intentions and loyalty in Pakistan's Fast-Moving Customer Goods (FMCG) market, emphasizing both imported and domestic items. The study incorporates various theoretical frameworks, such as the Expectation-Confirmation Theory (ECT), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT), to examine the direct, mediating, and moderating relationships among essential consumer behavior constructs. A quantitative research methodology was used, using a cross-sectional survey of 300 customers across Pakistan. Data were investigated using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SPSS, guaranteeing rigorous statistical validation. The results demonstrate that price substantially affects purchasing choices, with perceived affordability being essential to customer happiness. Packaging information bolsters customer confidence, especially when it has halal certifications, environmentally sustainable labeling, and clear ingredient disclosures. Furthermore, brand trust functions as an intermediary between product features and customer loyalty, indicating that consumers emphasize dependability and authenticity in their purchasing choices. The research delineates significant disparities in consumer preferences for local vs imported FMCG products, indicating that price-sensitive customers are inclined towards local brands, whilst premium-seeking individuals preferred imported items. These data provide actionable consequences for FMCG enterprises, legislators, and marketers seeking to improve pricing strategies, branding methodologies, and consumer engagement. Future study should investigate the influence of digital marketing and e-commerce adoption on consumer purchasing behavior in developing economies.
Keywords: Product Pricing, Packaging Information, Brand Trust, Consumer Purchase Intention, Consumer Loyalty, Fast-Moving