Impact of Packaging on Consumer Buying Behavior at Dhaka City

Abstract

Package becomes an ultimate selling proposition stimulating impulse buying behavior, increasing market share and reducing promotional costs. Packaging is known as the physical appearance of the product that includes design, color, shape, label and materials of a product. It is also used as a marketing tool to get the consumers’ attention. Packaging is considered as all the activities of designing and producing the container for a product. Due to changing consumers’ life-style and increasing self-service, the packaging is considered as fifth ‘P’ along with the other 4ps – product, price, place, and promotion. The main objective of this paper is to find out the impact of packaging on consumers at Dhaka city in Bangladesh. The logit analysis is used to identify the impact of packaging on consumer buying behavior. The researcher has identified seven variables that found in previous researches of the impact of packaging. The dependent variable is Consumer Buying Behavior Dependent on Packaging. The independent variables are Packaging Color, Background Image, Packaging Material, Font Style, Design of Wrapper, Printed Information and Innovation. The questionnaire is designed on Likert Scale where consumers are asked to put a tick mark on seven statements. These seven statements are selected based on variables that found in previous researches of the impact of packaging. The sampling technique is non-probability sampling. The researcher tries to find out customers who have shown interest in survey and respondents are asked questions who usually take major purchase decisions for the family consumption. So in this study, convenience sampling is applied. The sample size is 120. Sampling Area is Banani, Dhanmondi, Gulshan, and Shyamoli. It is focused on the specific areas only. It can be done in an extensive way. The sample can be large. Statistical tools SPSS is used to find out the relationship of the hypothesis of the impact of packaging on consumers of Dhaka city in Bangladesh.