Role of Packaging on Consumer Buying Behaviors

Abstract

In the emerging business scenario various promotional techniques are used by the marketer for influencing the purchase decision of their consumers. Packaging, a key element of Marketing mix has been widely used to sustain competitive advantage, increase sales and stimulate consumer purchase decision, is becoming a valuable tool for marketers to influence purchase decision. This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers. Through this study, an effort has been made to find out the effect of packing on buying behaviors and its impact on purchase decision. For conducting the research, data was collected through convenience sampling of 50 respondents through descriptive research design technique. Later the data was analysed and the hypothesis was tested by using multiple regression technique. The result shows that elements of package are the most important for consumer's purchase decision. It could be stated that detail evaluation of package elements and their impact on consumer's purchase decision, taking into consideration involvement level, individual characteristics of consumers, is necessary in order to implement efficient packaging decision.