Using Factor Analysis Tool to Analyze the Important Packaging Elements that Impact Consumer Buying Behavior

Abstract

The objective of this study is to determine the elements that play an important role on consumer’s buying behavior. The purpose of this research is to find out the main important factors related with the packaging effect. Companies in order to create the right packaging for their products, they must understand the consumer buying process and understand the role and the impact of packaging elements as variables that can influence the purchase decision. So, by understanding what factors influence the buying behavior and what packaging elements are most important it help companies making the right decisions about product and their package. This research through empirical data tries to find the relationship between consumer buying process as the main variable of the study and some independent variables like, packaging color, printed information, packaging material, design of wrapper, printed information, brand image, and innovation and practicality that help consumers in their decision buying process. The primary research data are collected through a structured questionnaire and SPSS software is used for analysis purposes. Finally, factor analysis is also employed to find out the most important factors of packaging elements that are more important for consumers during the process of decision while buying. The data obtained rated the package design, printed information, and innovation and practicality as more important factors during the buying process.