Abstract
The purpose of this research was to know the impact of packaging on consumer buying decision process. Both qualitative and quantitative research approach were used to achieve the objectives of the study. Respondents were selected using convenience sampling method for collecting primary data through self administrated questionnaire. 97 completely filled up questionnaires were authentic for research study. Six factors of packaging were considered as independent variables to evaluate the respondents’ opinion. The study result shows that all factors have a positive and significant relationship with buying decision of product with the highest correlation value of packaging color (.810) followed by other factors. Quality of packaging materials has highest positive impact on consumer buying decision process (β=.158, t= 4.215, p=0.001< 0.05), followed by packaging color (β=.116, t= 3.281, p=0.000< 0.05), followed by printed information of package (β=.224, t= 3.211, p=0.000< 0.05) and other factors. R square value shows 58.2% variance in consumer buying decision depends on independent variables.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: 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.