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Choices in Front of the Shelf

During shopping we often stand in front of the shelf, trying to decide which product to buy, while confronting a wide range of goods. In our study we demonstrate that the informative function of packaging is increasingly used by consumers in their purchasing decision through certain market processes. In addition, we also present a research about our analysis of the purchase decision process of different products in the case of various levels of product range. Our results clearly show that price and brand are important factors, but in the case of wider product range it does matter which is indicated with larger letters on the packaging by the companies.