Abstract:
Purpose:
The aim of this research is to identify the role of packaging on consumer buying
behaviour and to find out the relationship between packaging of product and its impact on consumer’s buying behaviour. The main objective of this research is to know insight of
packaging and to find out the impact of its elements on consumer buying decision. In
today’s global market where competition is high, customers have many choices so
packaging is essential component and it will have impact on buying decision. Packaging
elements like color, packaging material, graphics and design are taken as predictors.
