"The study of the impact of packaging on consumer buying behavior"

Abstract

Packaging has been considered one of the core concerns by producers and marketers for ages but with the passage of time this facet has become increasingly pertinent. However this study is looked upon from the consumers' perspective it revolves around 'the impact of packaging on consumer buying decision'. Certain hypothesis have been developed concerning the effect of packaging on consumer decision making, whether the quality of a product is reflective in the packaging, and how do the consumers perceive the packaging of a product while buying. The respondents were divided into groups based on such demographic variables as gender, age and income. The target population is residents of Islamabad, and the sample of 200 respondents was selected on the specified demographic profile. This research study was conducted for the purpose of testing hypothesis developed to study the effects of packaging of a product on consumer decision making. This was done to explain the nature of certain relationships between the three demographic variables, gender, age and income with respect to packaging and its impact on consumer buying decision. Data has been collected from the respondents living in Islamabad with the help of a survey. A questionnaire, consisting of 12 questions, was developed to quantify the researcher's .observations and give the study a direction. The questions were structured, placed in a sequence, to understand the consumers' perception. The study was carried out in the natural environment with minimal interference from the researcher conducted to evaluate the statistical association in a non contrived setting. In order to analyze the information given in by the samples of consumers on the questionnaires, statistical tools were applied. Consumers in the Pakistani market show different tendencies towards different package attributes depending on the demographic profile. While well-to-do young ladies would prefer sophisticated little packages in bright colors, well-to-do older men would give more consideration to the package label. Hence even though different packaging characteristics appeal to different demographic profiles, it tends to be one of the important factors influencing customer preferences.