Impact of Packaging on Consumer Buying Behaviour

Abstract

The objective of this study is to determine the role of packaging on consumer buying behavior. The purpose of this research is to examine the essential factors, which are driving the success of a brand.  This is the primary research and data has been collected through questionnaire and for analysis represented by using pie diagrams. In this study, samples of 44 respondents have been collected. The study was conducted in the premises of Don Bosco Institute of Management. 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, the design of the wrapper and innovation are more important factors when consumers make any buying decision. Finally, it has also been concluded that the Packaging is one of the most important and powerful factors, which influences consumer purchase decision.

Packaging color

Color plays an important role in a potential customer’s decision-making process, certain colors set different moods and can help to draw attention.

Packaging Material

Any material used especially to protect something- packing, padding. The consumer can change his/her decision regarding Packaging material. High-quality Packaging attracts consumers. So, packaging material has a strong impact on buying behavior.

Design of wrapper

The overall design also plays a vital role in attracting the consumer. Most companies try their best to create attractive package designs for their products.

Innovation

Innovative packaging may actually add value to the product if it meets a consumer’s need such as portion control, recyclability, tamper-proofing, childproofing, easy-open, easy store, easy carry, and non-breakability.