EFFECT OF PACKAGING ON CONSUMER BUYING INTENTION

Abstract

I believe that over the years the consumers have become quite conscious about what they buy. Packaging design, color and size affects but also the labeling on the packaging is also important. As Bru‟s distinguish packaging gave it an advantage over nestle and how coca cola redesigned their bottles over the years and have even developed environmental friendly packaging to attracts consumers. Cadbury has carefully cultivated the packaging of its products to match the likings of its customers and make it protective and unique. Thus: 1. Package should be treated as one of most valuable asset in today„s marketing environment, and it does Impact highly on the consumer buying intention. 2. Appropriate and precise 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 consumer‟s attention and interest. Every single element and functions of packaging make the product more eye-catching and attractive 3. The impact of packaging and its elements on consumer„s purchase intention can be seen by analyzing the importance of its various elements for consumer„s choice. For this purpose main package„s elements could be identified: graphic, color, size, form, and material of packaging are considered, wrapper design, printed information, innovation while product information, producer, country-of-origin and brand are considered as important ones. Moreover, impact of these elements should be to the extent of how much a consumer buys a product.