TO DETERMINE THE IMPACT OF PRODUCT PACKAGING ON CONSUMER BUYING DECISION IN KARACHI

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