A study on the Consumer Behaviour relating to Food Product Packaging

Abstract

Packaging plays an important role in the marketing context. Packaging can even drive the brand choice. Packaging could be treated as one of most valuable tool in today's marketing communication. The role of package has changed due to increasing self-service and changing consumers’ lifestyle in today's competitive world. The present study aims at understanding the consumer behaviour and preference towards packaged food products. The study was conducted to identify the key packaging that influences purchase decision and to analyse the behaviour of consumers towards packed food products. Packaging of food products influences consumers’ buying choice and impulse buying. It serves as advertising to the consumers, which therefore means that when organizations embark on good and attractive packaging without compromising product quality, they could cut down on advertising cost to a large extent.