IMPACT OF PRODUCT

PACKAGING ON CONSUMER
BUYING BEHAVIOUR
SUBMIITED BY BILAL
TARIQ
ABSTRACT
The objective of this study is to determine role of packaging on consumers buying behavior.
The purpose of this research is to examine the essential factors, which are driving the success
of a brand. This is the secondary research and data has been collected through secondary data
and for analysis purpose SPSS software has been used. This research also identified the
relationship between the dependent and independent variables. 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 consumers purchase decision
INTRODUCTION
Packaging has become itself a sales promotion tool for the organizations. The consumers
buying behavior also stimulated by the packaging color, packaging material, design of
wrapper, and other features of packaging. The main purpose of packaging is to protect and
safeguard the product. Packaging are also used for sales promotion of a product by a many
company. Packaging is also used for delivering things without any damage or for safety
purpose of goods. Packaging allows organizations differentiate the product from other brands.
Consumers did not attract towards the product and didnt purchase which will cause lack sale.
But now companies are more focusing on the product packaging as there is a tough
competition among all the FMGC products. Therefore, this study aim to examine the impact of
product packaging on consumer buying behavior. This study will fill this gap by studying the
situation empirically in Pakistan.
RESEARCH OBJECTIVES

Specifically, the objectives of the study are as follows:

1. To find the impact of packaging color on consumer buying behavior
2.To find the impact of packaging material on consumer buying behavior
3.To find the impact of design of wrapper on consumer buying behavior
4.To find the impact of background image on consumer buying behavior
5.To find the impact of innovation on consumer buying behavior
LITERATURE REVIEW
Packaging is one of the foremost component of promoting, designing and plays a n important role in
marketing. A good quality packaging will absorb a lot of consumers and will increase peoples
intentions on buying products (Shruti,2014). If the product has a good quality and unique packaging it
remains in the mind of the consumers for a long period and by this the consumers wants to buy that
product at the time of shopping, so it itself did the promotion of that product by its packaging.
Packaging could be treated as one of the most valuable tool in todays marketing communications.
Packaging has a crucial impact on customers shopping for behavior. The impact of packaging and its
factors can impact the consumers buy selection or decision (Adelina & Morgan,2007)
Packaging is the container for a product. encompassing the physical appearance of the container
including the design, color, shape, labeling and material used (Arens,2007)
Schlossberg (2008) suggest that the most effective means of attracting attention to a product is by
focusing attention on product brand using an appropriate color, size, language, and picture while
increasing product availability.
THEORY

There is a theory that directly support the argument raised in the

study i.e. Theory of Planned Behavior(TPB). According to Theory
of Planned Behavior(TPB) Packaging color, packaging material,
design of wrapper, background image and innovation affects
buying behavior as these independent variables are the major
impact on the consumer buying behavior.
RESEARCH FRAMEWORK
Packaging Color

Packaging
Material

Consumer Buying Behavior

Design of
Wrapper

Background
image

Innovation
DATA ANALYSIS AND
METHODOLOGY
In order to meet the objectives of the study research follows qualitative
research. For examining the impact of product packaging elements on
consumer buying behavior a cross-sectional causal study has been
conducted in this study packaging material, packaging color, design of
wrapper, background image and innovation is taken as independent
variable and consumer buying behavior is taken as dependent variable. In
order to collect the data secondary data have been used which were
obtained from previous researches and literature. Secondarydatarefers to
data that was collected by someone other than the user. Consumers is the
unit of analysis in this study. Therefore, all the consumers of organizational
sector will constitute the population of the study. The sample size of the
study has been determined based on Zikmund W.G, (2003).
CONCLUSION
Packaging could be treated as one of the most valuable tool in todays marketing
communications, necessitating more detail analysis of its elements and an impact
of those elements on consumers buying behavior.
Appropriate and vivid picture or packaging color, which delivers them a happy
feeling, or an easy handle/open/dose/dispose, package shape. All these elements
contribute each important effort to catch consumers attention and interest.
Besides each elements single function, we think that a good combination of these
elements may lead the product more eye-catching and attractive