Impact of the Product Packaging on the Consumer Buying Behavior

Abstract

The objective of this paper is to examine the impact of the packaging elements on the consumer buying behavior. This research also identified the relationship between the dependent and independent variables. This survey research consists on the primary data which are collected through the distribution of the questionnaire and SPSS software has been used for the purpose of the analysis. This study consists on the response of the 100 respondents and tasted the reliability of the model. The aim of this research conducting is to find out that how much the independent variables influence the dependent variable According to the finding and analysis of this survey research it has been observed that packagings are most important instrument. It is further concluded that the packaging elements like its Color, Packaging material and design of Wrapper are more important factors when consumers making any buying decision

Keywords: Product color, wrapper design, product size, consumer buying behavior