Impact of Product Packaging on Consumer Purchase Intention

Abstract

Product packaging influences consumers buying behavior by persuading them to buy the product. The objective of this research is to analyze the impact of product packaging on consumer purchase intention. Product packaging plays a vital role in context for capturing or changing more consumer purchase attention. The concept of product packaging is to keep world more organized in environment. In marketing tern, product packaging reflects ultra-importance and based on memorable presentation that affects perception and keeps consumer returning again and again. The key operative functional activities related to product packaging are positively associated with product colors, perceived perception, background image and many other related aspects that directly and indirectly helpful for capturing more consumer's attention. Success and failure of any company is highly dependent upon their product packaging for attracting consumers and increase competition in market. In this study, researcher emphasize on analyzing the real affects related to product packaging to attract consumers. Type of this research methodology is quantitative in nature. The main active functional activity of quantitative research is to control the present relationship among variables. Primary research data is processed by SPSS software. The finding of this study is based on confectionaries companies and helpful for examining the real impact of product packaging on consumer purchase intention.