EFFECT OF PRODUCT PACKAGING ON CONSUMER BUYING BEHAVIOR

Abstract

Now a days because of the changing lifestyle and market trends consumers are more concern about the packaging of the products which they buy. With the passage of time role of packaging has been changed and now companies they are trying their best to come up with a unique packaging style of the product as it now affects consumer buying behavior. Product packaging not only attracts the customers but also adds value to the brand. In the end customer perception towards a product is changed just because of its packaging. Changing market environment has given packaging a new role of promoting the product. Packaging communicates the product functions to the customer and also differentiates one product from another. This research is based in Pakistan and describes how Olpers (Engro) uses this new promoting tool to attract it customers by explaining. Furthermore for collecting data surveys are conducted, to know the changing trends of consumer and their perception about packaging.