Role of Packaging and Labeling on Pakistani Consumers Purchase Decision

European Scientific Journal, EISSN 1857- 7431

10 Pages Posted: 9 Jul 2014

See all articles by Rizwan Ahmed

Rizwan Ahmed

Indus University

Nawaz Ahmad

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

Parmar Vishnu

University of Sindh

Imamuddin Khoso

University of Sindh

Multiple version iconThere are 2 versions of this paper

Date Written: June 16, 2014

Abstract

The objective of this study is to determine role of packaging and labeling on Pakistani consumer’s Purchase decisions. The purpose of this research is to examine the essential factors, which are driving the success of a brand and how these factors motivate the consumers while he/she involves in purchase decisions for any particular brands of FMCGs goods. This research also identified the relationship between the dependent and independent variables who are main contributors in this whole purchase and motivation behavior. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 100 respondents has been collected and tested the reliability of the model. According to the finding of the research study, it has been observed that the packaging and Labeling are the most important factors. It is further concluded that the packaging elements like its Color, Packaging material, Design of Wrapper and innovation are more important factors while consumers making any buying decision. Finally it has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumer’s purchase decision.

Keywords: Packaging & Labeling; Purchase decision; Independent variables; Dependent variables; Motivation Behavior; Reliability; Innovation; Design of Wrapper

JEL Classification: C12, D12, M31

Suggested Citation

Raheem, Ahmed and Ahmad, Nawaz and Vishnu, Parmar and Khoso, Imamuddin, Role of Packaging and Labeling on Pakistani Consumers Purchase Decision (June 16, 2014). European Scientific Journal, EISSN 1857- 7431. Available at SSRN: https://ssrn.com/abstract=2464003

Ahmed Raheem

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

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/

Parmar Vishnu

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

Imamuddin Khoso

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

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