Abstract:
The Aim of this research is to identify the role of packaging on consumer buying
behavior and to find out the relationship between packaging of product and its impact on
consumer’s buying behavior. The main objective of this research exercise is to know insight
of packaging and its impact on consumer. In todays market where competition is high
knowledge of packaging elements and its effects regarding product sales and customers
choice is very critical. Packaging elements like color, background image, material, graphics
and design are taken as predictors. Data were collected from a random sample of 100
consumers selected from five supermarkets hyper star, Anchor Mart, Naval Mart, Macro and
Imtiaz- located in Karachi
In order to achieve best results when designing a packaging for the product manufacturer’s
and packaging development engineers should understand the process of consumer buying and
purchasing behavior in total. So packaging 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. Research is cause & effect
explanatory study. By reviewing the literature of previous researchers a theoretical framework
is designed and then primary data was collected from 100 respondents in Karachi. After
collecting the data hypothesis were tested by using statistical tools. This study reveals that
packaging elements like print quality, ease of handling, packaging graphics, packaging
material and packaging color selection are very critical in order to gain competitive edge in
the market as well as to maintain a good image of product in consumer’s mind.
