Abstract:
This research is focused on analyzing the Role of packaging elements in milk industry of
Pakistan and its impact on consumer buying behavior.The purpose of this research is to
understand how factors of packaging both visual and verbal influences consumer buying
decision. Elements such as Color, Material, Design of the packaging and Size and
Nutritional labeling on the packaging has been evaluated It is a quantitative research and
data has been collected throughsurvey questionnaires. SPSS software has been used for
analysis.For this research the sample size consist of 384household consumers out of which
250 were collected and only 208 were useable responses. Moreover convenience sampling
technique was used.Moreover the research was conducted in the top supermarkets of
Karachi. The results of this study revealed that there is a positive and strong relation
between the packaging elements and consumer buying behavior. Further it is concluded
that all packaging elements likeSize, Nutritional Labeling are the most influential but the
other factors like Color, Design and Packaging Material are also evaluated by consumers
atthe time of purchase.
