The Selection of Packaging in the Function of Product Brand Development

Filip Barić

doi:10.65069/smart2120264

Authors

Filip Barić General County Hospital, Vinkovci, Croatia Author https://orcid.org/0000-0002-0609-7187

DOI:

https://doi.org/10.65069/smart2120264

Keywords:

Packaging, product brand, small farm, multi-criteria decision-making methods, IMF SWARA, fuzzy ARAS

Abstract

This paper analyzes different types of packaging in the context of product brand development and small business improvement. A decision-making model with ten criteria and four types of packaging was developed. Fuzzy methods were applied to support expert evaluation of these criteria and alternatives. The IMF SWARA (Improved Fuzzy Stepwise Weight Assessment Ratio Analysis) method was used to determine the weight of the criteria, and the results showed that the most important criteria were brand recognition and product protection. The fuzzy ARAS (Additive Ratio Assessment) method was then applied to rank the packaging alternatives. The results indicate that glass packaging was ranked as the best alternative due to its durability, recyclability, and adaptability to branding requirements, thereby gaining an advantage over other types of packaging. A sensitivity analysis confirmed the robustness of these results, showing that glass packaging remained the most favorable option under most scenarios, except when cost was emphasized. The contribution of this research lies in demonstrating the role of packaging functions in product brand promotion and providing insights into the application of multi-criteria methods for strategic decision-making in the packaging sector.

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