IMPACT OF PRODUCT PACKAGING ON CONSUMER BEHAVIORS

Abstract

In marketing, a product encompasses any tangible or intangible item, service, or system that fulfills consumer needs or desires and is available for purchase or use in the market. It can be anything that holds value and meets customer requirements. The customer receives the product & service and plays a crucial role in the financial transaction. This study aims to explore the role of packaging in influencing consumer behavior, with a focus on identifying the factors that contribute to successful packaging. Designing and creating packaging entails applying scientific, creative, and technological techniques to create containers that safeguard goods during use, storage, sale, and transit. This procedure includes designing, developing, and producing structures and materials for packaging. I collected data through a questionnaire and analysed it using SPSS. The model's reliability was tested with a sample of 100 consumers. Consumer purchasing behavior serves as the dependent variable. Consumer behavior is a field of study that examines the actions of individuals, groups, or organizations related to the purchase, use, and disposal of goods and services. It covers a wide range of consumption-related activities, by psychological and behavioural influences on purchasing decisions. This analysis explores how emotions, attitudes, and preferences impact consumers' purchasing choices. Packaging plays a crucial role in influencing consumer behaviour. Elements such as colour, background image, material, printed information, and innovation are considered key predictors. Packaging is vital in marketing communications, especially at the point of sale, and can significantly affect consumer purchasing decisions. This study aims to identify which packaging elements most strongly influence consumer choice.