IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR

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. Methodology Research is explanatory study. By reviewing the literature of previous researchers a theoretical framework is designed and then primary data was collected from 350 respondents at Karachi. After collecting the data hypothesis were tested by using statistical tools. Data were collected through a random sample of 350 by conducting online survey and as well as in LMTs. Correlation test is used to analyze the relationship between packaging elements and consumer buying behaviour. Findings The results suggest that significant relation exist among the packaging elements and buying behaviour. This study reveals that packaging elements are very critical in order to gain competitive edge in the market as well as to maintain a good brand image in the customer’s mind. Practical Implementations The outcomes ofthis research will might help the marketers to understand the impact of packaging elements on consumer buying behaviour. Along with quality, packaging also plays an important role to attract customers. So in order attract more customers and ultimately to raise profits marketers should utilize this information.