A STUDY ON IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR

Abstract

This study focuses on “A Study on Impact of Packaging on Consumer Buying Behaviour” and investigates the various facets of packaging and they affect the consumer preferences and consumer buying behaviour in the market of India. Packaging nowadays is not just a means of protection, rather it is a vital marketing and communication tool in today's competitive business market. The focus of the study is mainly on packaging aspects like design, colour, material quality, labelling and convenience, brand presentation and eco-friendly packaging. The study identifies sustainable packaging practices as one of the key concerns, where with the modernized consumers, they are increasingly becoming environmentally conscious and quality driven. In the study, there is quantitative and descriptive research design. The primary data was obtained from respondents by sending a structured questionnaire through Google Forms online, with a total of 54 respondents in various occupational categories such as students, working people, and self-employed consumers. Books, research papers, journals, and the internet were used to gather Secondary data on packaging and consumer behaviour. Descriptive and statistical analysis (percentage analysis, chi square test, correlation analysis and multiple linear regression) was applied to the collected data. The results show that packaging has a significant influence on consumer purchasing behavior, particularly packaging design, label information and packaging quality. Advertisers were identified as being linked to superior product quality and brand value with appealing and quality packaging. The study also found that eco-friendly packaging is becoming a growing preference among consumers, as the majority of respondents expressed a preference for sustainable packaging materials. Packaging design was found to be one of the most positive factors affecting purchase decision and impulse buying behaviour. The study also revealed that when the consumer is presented with informative labels it aids them with a more confident purchase. In conclusion, the study underscores the significance of packaging in boosting customer satisfaction, enhancing brand perception, and offering businesses a competitive edge. Thus, the packaging strategies of the companies must be targeted towards fulfilling the expectations of consumers and market trends, thereby making the packaging solutions visually appealing, informative, easy to use and eco-friendly.