Abstract:
Purpose The findings from the research shows that, all the independent variables have
significant impact on buying behavior which shows that, all the research variables are
significant. The research therefore concludes that, product packaging has been an important
element which is creating a significant impact on consumer buying behavior. This sows that
firms need to undermine the product packing as an element which catches customer attention
and ultimately develops an intention to buy a product. The conclusion also highlights that, firm
use the packaging ofa product for being different from others this gain develops separate brand
equity and porters a strong brand perception
Methodology & Design The research follows a quantitative research methodology where data
is gathered from primary sources i.e. through questionnaire. This research undermines a sample
size of 200 respondents and the data is being analyzed with the helps on regression test to
examine the impact. The research variables include independent variables (Color, design, size
and labeling & material) whereas, the dependent variable is consumer buying behavior.
Findings The main aim ofthis research is to find out the impact of product packaging on the
consumer buying decision. The research is being carried out in the food sector in Karachi.
Since product is counted at the 5th P of marketing, firms are using it as an important tool for
branding, communication and portraying the brand image
that, product packaging has been an important determinant which catches the customer
and therefore, developing intent for buying that product. This research also works on
exploring these factors
