Impact of Packaging on Consumer Buying Behavior: A Study made on Millennial of Karachi

Abstract

The aim of this research is to identify the relation of product packaging on consumer’s buying behavior of millennial of Karachi. The objective of this research is to add information in the existing research work which is done in packaging and how it influences the purchase behavior and then decision of the millennial of Karachi. The purpose of the research is to study those factors that can be use by the companies for driving the success of packaging style. This study will also explore the relations between different variables of packaging with consumer behavior. The dependent variable here in the study is consumer buying behavior while about five independent variables also used. This research is the brief overview of some important factors that can influence the purchase decision. The data used in the research is primary that will be collected from the millennial of Karachi through questionnaires (instruments) and then analyzed on SPSS software. The sample size is 311 which are aged between 15 and 40. After analyzing the data, the observations indicate that how much packaging is one of the most important factors for product that can influence the buying behavior especially of millennial. The changing trend and consumer’s life style pattern is increasing the influence in packaging. The color, material of packaging, wrapper design and innovation also played an important role in consumer’s purchase decision. Nowadays, the packaging color and design is also used as a medium of communicating the message to consumer. In last, the implication of the study with some future recommendations and research limitation with future gap has also been provided for exploring the new concept in the topic.