Abstract:
The present study was conducted in the Peshawar market to evaluate the consumer perception about good and bad packaging in other words it will evaluate the effect of packaging on consumer perception in Pakistan. The study was conducted in the soft drinks sector and registered firms in Peshawar. All the soft drinks available in the Peshawar market were the study population. The current study takes the Nestle juice as the sample of the study. The product has been selected due to the reason that the Nestle product is available in every part of Peshawar easily. The study included the faculty members and students from the Institute of Management Sciences and Qurtaba University. As the study collected data from the sample students and teachers by primary data collection tools. The study adopted closed ended questionnaire from the literature and it will based on 5 point likert scale. The study includes 250 students and faculty from the sample universities. The regression and correlation models were selected for the data analysis. The findings of the study suggested that the; packaging color, packaging quality, packaging printed information, packaging labeling and packaging language have positive and significant effect on the consumer perception. Key words: Labeling, color, packaging, language, printed, Nestle, Peshawar, regression etc.
