ROLE OF PACKAGING ON BRAND IMAGE: THE STUDY OF UNIVERSITIES OF KARACHI

Abstract

The packaging is a vital part of every organization. Lack of creative packaging is one of the major problems in the industry. The main objective of the study is to find out the role of packaging on branding. The quantitative method of data collection is used in the research, and the questionnaire is selected as a tool for data collection. The theoretical framework is built on the two dimensions of the packaging which packaging style and packaging. Moreover, the researcher selected the university students of Karachi population. The sample size is 400 which includes the students of universities. The correlation and are as a regression test is applied to test the hypothesis, and the value of correlation is far above which shows the significant relationship between the dependent and independent variables. This study has a lot of academic and organizational implications. Furthermore, in this study, the two major dimensions of the packaging involved which prove to be helpful in future research. For the managerial perspective, the packaging process is an are emerging concept, and particular research allows the managers to improve and implement packaging process in an organization. As a recommendation of the research, the particular research helps the managers and other staff.