Impact of Product Packaging on Consumers Buying Behavior: Evidence from Karachi

Journal of Marketing and Consumer Research, Vol. 16, pp. 35-42, 2015

8 Pages Posted: 6 Feb 2017

See all articles by Mahera Mazhar

Mahera Mazhar

Department of Commerce

Sayeda Daud

Department of Media Studies

Sana Arz Bhutto

Sindh Madressatul Islam University

Muhammad Mubeen

Bilkent University, Department of Management, Students; IQRA University - IQRA University (Gulshan Campus)

Date Written: April 2, 2015

Abstract

The objective of this study is to determine role of packaging on consumer’s buying behavior. The purpose of this research is to examine the essential factors, which are driving then success of a brand. This research also identified the relationship between the dependent and independent variables. 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 300 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 is the most important factor. It is further concluded that the packaging elements like its color, Packaging material, Design of Wrapper and innovation are more important factors when 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: Product Packaging, Buying Behavior, Consumer Behaviour

Suggested Citation

Mazhar, Mahera and Daud, Sayeda and Arz Bhutto, Sana and Mubeen, Muhammad, Impact of Product Packaging on Consumers Buying Behavior: Evidence from Karachi (April 2, 2015). Journal of Marketing and Consumer Research, Vol. 16, pp. 35-42, 2015. Available at SSRN: https://ssrn.com/abstract=2910712

Mahera Mazhar

Department of Commerce ( email )

Faqir Mohammad Dura Khan Road,
Near cheel chowk
Karachi, Sindh 75500
Pakistan

Sayeda Daud

Department of Media Studies ( email )

Aiwan-e- Tijarat Road
Karachi, Sindh 74000
Pakistan

Sana Arz Bhutto

Sindh Madressatul Islam University ( email )

Aiwan-e-Tijarat Road
Karachi, Sindh
Pakistan

Muhammad Mubeen (Contact Author)

Bilkent University, Department of Management, Students ( email )

Ankara
Turkey

IQRA University - IQRA University (Gulshan Campus) ( email )

Abid Town, Block-2, Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

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