Effect of Product Packaging in Consumer Buying Decision
Journal of Business Strategies, Vol.6, No. 2, 2012, pp 1-10, ISSN: 1993-5765
10 Pages Posted: 16 May 2014
Date Written: December 16, 2012
The study was conducted to determine which elements of product packaging are the most significant and how they impact consumer buying behavior. Due to increasing self-service and changing consumer lifestyles, the internet in packaging as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So packaging performs an important role in marketing and encouraging or even sometimes discouraging the consumer from buying a product, especially at the point of sale or at the time when a consumer is choosing from among different brands of similar products type. This could be treated as one of the most important factor influencing a consumer’s purchase decision. This study was conducted keeping in view the importance of product packaging and the great impact it can make on the purchase decision, after studying different aspects and components of packaging. It was found that the colors of packaging is the most important and significant feature at 1%, followed by a picture or image of the purchasing which is significant at 10%.
Keywords: packaging, elements of packaging, consumer purchases decision
JEL Classification: C12, C25, L15, D12, P36
Suggested Citation: Suggested Citation