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

See all articles by Nawaz Ahmad

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Mohib Billoo

Greenwich University Karachi

Asad Ali Lakhan

Greenwich University Karachi

Date Written: December 16, 2012

Abstract

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

Ahmad, Nawaz and Billoo, Mohib and Lakhan, Asad Ali, Effect of Product Packaging in Consumer Buying Decision (December 16, 2012). Journal of Business Strategies, Vol.6, No. 2, 2012, pp 1-10, ISSN: 1993-5765. Available at SSRN: https://ssrn.com/abstract=2436946

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Mohib Billoo

Greenwich University Karachi ( email )

Karachi, Sindh
Pakistan

Asad Ali Lakhan

Greenwich University Karachi ( email )

Karachi, Sindh
Pakistan

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