Abstract
Brand awareness plays major role in consumer life and is initiating level of interaction to the brands. This study aims to find the
relationship between price, brand awareness and packaging on customer loyalty in the packaged milk brands in Pakistan where
packaging, price and brand awareness is taken as independent variables and customer loyalty is taken as dependent variable.
Questionnaire on five-point Likert scale is taken as data collection tool. Reliability test applied showed Cronbach’s alpha as 0.758
which is according to the defined standards. Sampling technique used was convenience sampling. Data is collected from
household consumers of three reputable areas in Lahore. Statistical tests such as correlation and regression analysis were used. As
per results of regression analysis, there is strong positive and significant connection between packaging and brand awareness with
customer loyalty whereas weak and insignificant relationship was found between price and customer loyalty. Correlation showed
that there is positive and significant relationship between all independent variables and dependent variable. SPSS 21 was used to
conduct analysis. This research paper aimed to comprehend the effects of packaging, price and brand awareness on customer
responses in the context of Packaged Milk brands in Pakistan. This study should deliver valuable information to the
entrepreneurs, practicing managers and organizations to develop customer loyalty for their products.
Muhammad Ali Yab, Imran Ahmad Rana, Chaudhry Abdul Rehman, Aizza Anwar. (2019) Impact of packaging, price and brand awareness on customer loyalty – A study of packaged milk brands in Pakistan, Paradigms , Vol 13, Special Issue.
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