Impact of Packaging Attributes On Customer Purchasing Behavior In Pakistan.

Abstract

Packaged food products are now available in supermarkets which has increased consumer choice. In addition, competition between packaged food products has also increased. The consumers decision making process is strongly influenced by product packaging. The main purpose of this research is to explore and find out that how such product packaging attributes discussed in this article are behind the success of product packaging. The basic purpose of this research is to know and find out the relationship between independent variable and dependent variables. This research is based in Islamabad (Pakistan). The packaging is the most important factor. The customer purchasing behavior is dependent on the packaging and on its attributes. Products attributes like Packaging material, packaging color, font or text style, packaging structure or design and labeling or printed information is taken as predictors. Due to increasing self-service and changing consumer’s lifestyle, the interest in package as a tool of sales promotion and stimulator of spontaneous buying behavior is growing increasingly. So product package performs an important role in marketing communications especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision.