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Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived. in fact, studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label. this sort of association is created because of consumers'

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This sort of association is created because of consumers' expectation.
They are expecting a beverage to have an attractive packaging which will make them remember that particular product more easily. They are also expecting to know a certain taste of that beverage immediately when they see the packaging - you know what Coca Cola tastes like even if you are not drinking it at the moment.

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