The Impact of Packaging on Customer’s Buying Decision

Abstract

The aim of our study is to show the impact of packaging and on customer’s buying decision. By observing various literature, I construct a proposed model and to justify the model accuracy is used PLS-SEM (Partial Least Squares - Structural Equation Models) SmartPLS 3.2.8. The outcome of my study revels, there is a very significant relationship between on consumer’s buying decision. Now a day’s consumers are very conscious and it is very critical to influence their buying decision. Packaging has that ability to affect the buying decision. Packaging also has a very significant impact on consumer’s buying decision.

Keywords: Customers’ Buying Decision, Innovation, Packaging, Package Color, Package Design, Package Materials, Printed Information, Typography.

DOI: 10.7176/DCS/11-5-04

Publication date:May 31st 2021