Abstract:
Purpose: This research study evaluated the impact of packaging and its relationship with
brand preferences of young adults in Karachi. Through Quantitative research design and-
method. This research provided a detailed understanding about the cause and impact
relationship between the variable of labeling of packaging with respect to FMCGs, brand
awareness, awareness of that labeling, brand preferences/choice, decision making, consumer
behavior and purchasing behavior of the young adults.
Methodology: This research study used the reliability test of data by using Cronbach Alpha.
Toanalyze the brand preference of adult with respect of packaging and brand awareness,
regression analysisand Pearson correlation is used. This quantitative research used the
sample collected from various parts of the Karachi city. Young Adults will be the 279
sample of this thesis.
Finding: Pearson correlation shows that there is no significant relationship between the
brand preferences and gender. The results indicated that brand preference is not influence by
gender but it’s influenced by many other factors. The reliability was tested by the
Cronbach's Alpha. Regression analysis was done after the factor analysis which was done to
reduce the data and generate the preference variable by the data reduction technique. Factor
analysis was done to reduce the data from the questionnaire. The single variable was created
by the SPSS factor analysis technique. Regression analysis showed that there is significant
and 33.9% of impact on brand preference. The coefficient of the regression showed that
there was very insignificant and low influence by the gender. The coefficient regression
showed that Brand packaging was most influenced by packaging during their brand
preference.
Practical implications: This research is helpful for the decision making of corporate
regarding packaging of products related to young consumers. It is also useful for the future
research regarding product packaging.
