A study on the effect of product packaging elements on consumer buying behaviour

Abstract

The purpose of this study is to determine how packaging influences consumer purchasing decisions. Understanding the vital packaging elements that can act as a sales promotion tool and increase the success of a certain brand is the aim of this study. A questionnaire-based approach was used to collect the main research data, and a graphical presentation was used to evaluate the results. Samples of the survey's 150 respondents were gathered. The study's findings indicate that packaging has a big impact on what customers decide to buy. Additionally, it has been found that a variety of package elements, including their colours, the overall quality of the packaging material, the experience of opening and unwrapping the package, innovation, and product information, are important factors when consumers make any kind of purchasing choice. Thus, it was determined that one of the crucial and influencing factors for consumer purchasing behaviour is packaging.