Marketing Essay

1610 words - 7 pages

Effect of Packaging on Consumer buying behavior

Taha Ali shah
Rizwan Ahmed
Naseer Uddin
Basit Sohail
Shahbaz Zafar
Department of Business Administration,
Indus University, Karachi

Abstract
The aim of this study is to inspect that how packaging forces the consumer buying behavior. Vital motive for the conducting this research is to find those aspects which are behind the victory of packaging .The purpose of conducting this study is to expose that how much the independent variables dominate the dependent variable. The consumer buying opinion is fully based on packaging and its look. We anticipate that packaging innovations, background image, font style, colour, material, printed information, ...view middle of the document...

Packaging works as an instrument for differentiation, and helps consumers to decide the product from wide range of parallel products, packaging also stimulates customer’s buying behavior.
Consumers are very fond of new products which will satisfy their needs and fulfill their demands. According to this attitude of consumer’s they attract towards any product. We can identify the consumer’s buying behavior towards any product by seeing: How the consumer attracts towards any product? Is the given product satisfying the consumer’s demand and how will the consumer’s react towards any product? What is the perception of the consumer’s about the product offers by a company? How much the product or services is recognizable among the consumer’s? How much they give preference to the product or services offer by any company.
Packaging plays a vital role in attracting consumers towards any product. Packaging is also used as the promotional tool for the companies and it includes: Color, material, designs & other characteristics. Packaging is the overall package offer by the company to its consumers and stimulates the impulse buying behavior.
In the past decades companies are not focused on their product packaging. Consumers did not attract towards the product and didn’t purchase which will cause lack sale .But now companies are more focusing on the product packaging as there is a tough competition among all the products.
Consumer is very fond of new thing which attract them and the thing consumers hit at first sight is its attractive packing. Many researches focus on the elements of packaging, color, material and other packaging materials which have the impact on the purchasing intentions of the consumers.
Features & components of packaging are also focused in this research to develop hypothesis and to identify the true reality and perception behind the buying intentions of consumers towards packaging.

Research statement
The research statement of this study is to find out the effect of packaging on consumer buying behavior.
Objective of the study
The following are the objectives of the study
* To find out the relationship between the color and consumer buying behavior.
* To find out the relationship between the material and consumer buying behavior.
* To find out the relationship between the design and consumer buying behavior.
* To find out the relationship between the printed information and consumer buying behavior.
* To find out the relationship between the innovation and consumer buying behavior.

Literature review
Nowadays, Packaging has become one of the best tools to attract customers for impulse buying. Moreover, certain tactics are used by the marketers which stimulates positive behavior towards buying, that emphasis on packaging quality, color, wrapper and other characteristics of packaging. Packaging increases sales and market share while reducing promotional cost.
According to Rundh (2005) consumer attract by...

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