STUDY ON PRODUCT PACKAGING AND INFLUENCE ON CUSTOMERS

Abstract

In the context of marketing, a product refers to a tangible or intangible item, service, or system that is designed to meet the needs or wants of consumers and is offered in the market for their use or purchase. It can be anything that has value and can satisfy a customer's demand or desire. Packaging is the practice of utilizing scientific, artistic, and technological knowledge to create containers that safeguard products during transportation, storage, purchase, and usage. Packaging also encompasses the activities of developing, assessing, and manufacturing packaging materials and structures. In the domains of sales, commerce, and economics, a customer is an individual or entity that acquires a product, service, good, or idea from a supplier, seller, or vendor in exchange for monetary compensation or other valuable consideration. The customer is the recipient of the item or service and is the key participant in the financial transaction. The aim of this study is to get to know the role of packaging in consumer behavior. The basic purpose is to find out the factors behind the success of packaging. In this research, I try to find out the positive relationship between dependent and independent variables. For collecting the data, I used a questionnaire, while for analysis I used SPSS. A sample of 100 consumers is selected to test the reliability of the model. Consumer buying behavior is a dependent variable. Consumer behavior is an area of research that examines the actions of individuals, groups, or organizations involved in the acquisition, utilization, and disposal of products and services. It encompasses the full range of activities related to consumption, including the psychological and behavioral factors that influence purchasing decisions. Consumer behavior analysis investigates how emotions, attitudes, and preferences impact the buying behavior of consumers. Packaging plays a very vital role in consumer behavior. Packaging elements like packaging color, background image, packaging material, printed information, and innovation are taken as predictors. Due to increasing self-service and changing consumers’ lifestyles the interest in packages as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an an important role in marketing communications, especially at the point of sale, and could be treated as one of the most important factors influencing consumers’ purchase decisions. v Literature analysis on the question under investigation has shown that there is no agreement on the classification of package elements as well as on research methods of package impact on consumer’s purchase decision. Through this study, we seek to reveal elements of the package have the ultimate effect on consumer choice. Taking into consideration that the package could be treated as a set of various elements communicating different messages to a consumer; the research model was developed and tested in order to reveal the impact of visual and verbal package elements on consumers’ purchase decisions.