Printed labels on consumer goods are proving highly influential in people's purchasing decisions, a new study has found.
According to research by Weber Shandwick, the strength of a corporate brand is equally as important to many people as the reputation of the products they produce.
As a result, more than two-thirds of consumers are "increasingly" choosing to find out which company is behind a certain item by having a look at the product label.
Figures also showed that a similar proportion are not happy if the firm responsible for a product is not immediately identifiable on the packaging.
Leslie Gaines-Ross, chief reputation strategist at Weber Shandwick, commented: "Corporate and brand reputations are now nearly indivisible."
The firm added that if consumers do choose to purchase a particular item, it often represents a "vote of confidence" in a brand's parent company.
This comes after research by IGD found that special offers including giveaways when buying items such as groceries are also prompting many people to purchase certain products.
Denny Bros Ltd, 24 January 2012
