Abstract
Focusing is on the needs of consumers of basic essentials marketing trends. This study explored the needs of consumers and consumer behavior analysis and prioritizes the factors that affect the process of finding the market's major tasks (Moon, minor, translated by Ardestani, 2005). This study aimed to evaluate the impact of packaging of the product on consumer willingness to buy gum industry. The present study was carried out on a sample of students of Islamic Azad University of Qazvin, about 24,000 persons. Using a simple random sample of 400 questionnaires were distributed among the students finally 376 valid questionnaires were collected. Finally, the researcher concluded that the functional characteristics of the product packaging have an impact on the willingness of customers to purchase it.
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