Abstract:
This study was carried out in an effort to understand the influence of packaging and its
various dimensions i.e. graphics, colour, material, size, text and shape in determining
consumer purchase patterns. In today’s intense world where businesses are competing head
on with one another, they simply cannot afford to ignore the minutest of aspects. These
minute aspects can help them achieve success and develop core competencies. Packaging is
that very aspect which may seem to have a very small role for the manufacturers yet a very
crucial and huge one in the minds of the customers. To investigate the influence the various
elements of a package have on the consumers, a theoretical framework was formed. A
quantitative research was conducted in which 100 questionnaires were randomly distributed
across Islamabad.
The bottom line is that packaging is no longer a cover for the product but an effective means
of attracting the consumer to a product. Companies and marketers need to realise that to
experience success they need to direct their efforts and resources in designing suitable
package designs considering their audience. Packaging elements like colour have different
meanings and appeal for different people and age groups. Focusing on these aspects can help
companies enhance their presence and increase sales. As a result, businesses will ensure their
survival and experience sustained success.
