Abstract
Packaging is an integral part of any product that attracts consumer. Many firms have used packaging as a promotional tool in their marketing campaigns. Hence, this research aims to explore the key factors of packaging that influence consumers in Fast Moving Consumer Goods industry of Bangladesh. Data was collected via structured questionnaire from 338 respondents and analyzed using Statistical Package for the Social Sciences to evaluate the strength of hypothesized relationship, if any, among the constructs, which include Color of Packaging, Materials of Packaging, Attractiveness of Wrapping Design, Labeling, and Innovative Packaging as independent variables or predictors and Consumer Buying Decision as the dependent variable. The results provide enough evidence to support the hypothesized relationship and useful information for managers in formulating strategies to influence consumers regarding buying decision behavior.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
