UNDERSTANDING THE IMPACT OF PRODUCT VISUALS ON CONSUMER BUYING BEHAVIOUR

Abstract

Product visuals or say the tangible thing of the product or related things such as: packaging. The consumers first and only interaction during buying process. Product visuals work as simulation in minds of customer to think and not only take but also to make the decision of buying the product. The packaging is one or the most important, who work as a product visual for the customers. It work as a platform where the product visuals are designed. As self-service becomes more prevalent and consumers' lifestyles change, package as a sales promotion tool and stimulant of impulsive buying behaviour is becoming more popular. As a result, the packaging plays a crucial role in marketing communications, particularly at the point of sale, and might be considered one of the most important aspects affecting the purchase choice of consumers. The literature analysis the different elements of packaging. The individual study of every element and other broad factors to critically study the impact of such elements on consumer buying behaviour. The variables, primary research methodology and hypothesis are extracted for research purpose. The 6 elements: packaging colour, background image, font style, wrapper design, printed information and brand name is used to derive the impact of product visuals on buying behaviour. The results showed that the elements affected the buying behaviour, whereas brand name, printed information and wrapper design has more impact. The visual elements puts more impact than verbal elements. Future study proposals are presented to aid in the development of a deeper knowledge of consumer response to product graphics.