Assessing the Relationship between Packaging Quality and Brand Preference among Consumers of Ghanaian Food and Pharmaceutical Products
Adam Rahman 
, Ralitsa Diana Debrah & Ginn Bonsu Assibey
Issue: Vol.6 No.8 Article 34 pp.1744 – 1760
DOI: https://doi.org/10.38159/ehass.20256834 | Published online 29th July, 2025
© 2025 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
Product packaging, a key factor in consumer decision-making, serves as the first point of contact between the consumer and the product. It communicates essential information, such as features, usage instructions, and ingredients, that can significantly shape perception and influence purchasing choices. User-friendly packaging enhances satisfaction, encourages repeat purchases, and serves as a powerful communication tool in the purchase decision-making process. High-quality packaging design enhances product recognition and brand loyalty, positioning it as a strategic asset in competitive markets. This article examined the relationship between packaging quality and brand preference among consumers of Ghanaian food and pharmaceutical products. The study employed primary data collected through a questionnaire-based survey administered to 200 consumers in Ayeduase, Kotei, and the Kwame Nkrumah University of Science and Technology (KNUST) Campus between 6–18 July 2023. Data were analysed using Principal Component Analysis (PCA). The findings revealed that visual appeal, packaging material, information clarity and packaging functionality strongly influence consumer brand preference. These attributes were found to be interrelated, suggesting that improving one can positively affect others. Demographic factors such as age, gender, and education had minimal effect on consumer preferences, reinforcing the universal importance of packaging quality. The study concludes that enhancing packaging design can improve consumer trust, satisfaction, and brand loyalty. It recommends investment in high-quality, user-friendly, and informative packaging, alongside collaboration between designers and producers to improve local product presentation. This research contributes empirical insight from Ghana and proposes a framework linking packaging to brand preference, supporting innovative design for improved competitiveness in emerging markets.
Keywords: Packaging Quality, Brand Preference, Consumer Decision-Making, Visual Appeal, Packaging Functionality, Ghanaian Food and Pharmaceutical Products
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Dr. Adam Rahman is a Senior Lecturer and the Head of the Department of Communication Design at the Kwame Nkrumah University of Science and Technology (KNUST), Ghana. With over 16 years of experience in higher education, he coordinates the technical production of Open Educational Resources (OER) at KNUST and plays a key role in advancing design-led education in Ghana. Dr. Rahman’s research focuses on packaging design, interaction design, and visual culture, particularly in the context of consumer behavior and sustainable branding. He has published widely in peer-reviewed journals and presented at both local and international conferences. He was a recipient of the University of Michigan African Presidential Scholarship (UMAPS) and has earned several awards from academia and industry. Dr. Rahman is the Ghana Chapter Leader of the Interaction Design Association (IxDA) and a member of the Institute of Packaging, Ghana (IOPG), DesignGhana, and the Ghana Design Network (GDN). He serves on multiple academic and industry-related boards and has extensive experience collaborating with international agencies, design professionals, and packaging experts.
Dr. Ralitsa Diana Debrah is a designer and educator with over a decade of local and international consulting experience. She lectures at Kwame Nkrumah University of Science and Technology (KNUST), Ghana, where she serves as the Lab Operations Manager and International Coordinator for the Design for Social Innovation and Sustainability (DESIS) Network. She is a member of the e/merge Africa Network at the University of Cape Town (UCT), South Africa, and actively participates in organisations such as Open Design Afrika, DesignGhana, the Pan Afrikan Design Institute, and the World Design Organization (WDO). As co-founder of Inclusive-Tech-Group (ITG), a Ghanaian not-for-profit, she works with differently-abled persons in local communities. Ralitsa is a lifelong learner, futurist, and advocate for people-centred design.
Dr. Ginn Bonsu Assibey is a Lecturer in the Department of Communication Design at the Kwame Nkrumah University of Science and Technology (KNUST), Ghana and holds a Doctor of Technology in Design from the Cape Peninsula University of Technology, South Africa. His teaching and research focus on sustainable graphic design, social innovation through design, advertising, and cultural identity in visual communication. Dr. Assibey supervises student design projects that explore design thinking as a tool for addressing environmental and societal challenges, particularly through upcycling and inclusive visual narratives. He has published in peer-reviewed journals on topics ranging from Adinkra symbolism and cultural sustainability to the role of design in public policy and education. He also serves as Examinations Officer and Short Courses Coordinator in his department. He is a visiting lecturer at international institutions and contributes to global research collaborations, including SANCOOP and DesignBrics.
Rahman, Adam, Ralitsa Diana Debrah, and Ginn Bonsu Assibey. “Assessing the Relationship between Packaging Quality and Brand Preference among Consumers of Ghanaian Food and Pharmaceutical Products.” E-Journal of Humanities, Arts and Social Sciences 6, no. 8 (2025): 1744–60. https://doi.org/10.38159/ehass.20256834.
© 2025 The Author(s). Published and Maintained by Noyam Journals. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
