Food Product Packaging: As an Influential Element on Consumer Buying Behavior

Kainat Waseem


Food product packaging can be used as an aggressive promotional strategy in modern marketing era that can eventually change the consumer’s mind set at purchasing point. Study conducted to explore and investigate food product packaging as an influencing factor over consumer buying behavior in Pakistani perspective.  This research aimed to measured positive/negative impact of food product packaging attributes on consumers purchasing pattern. Products packaging attributes; package design, color, labeling, shape & size can make a strong impact if used properly with food items. A sample of 203 respondents taken from total population was selected on convenience sampling and surveyed using online questionnaire and on social media poll. The questionnaire implied to the structured and based on 5 points likert scale questions& discuss each food category in accordance with the packaging attributes. The study used frequencies and descriptive statistics, correlation approach and ANOVA table for the analysis. Findings revealed that highest percentage of customers are females; according to Pakistani family structure. She might be buyer, influencer, decision maker and recommender at store. Result shows strong positive correlation (0.371**) between product packaging & consumer buying behavior. Overall, calculation shows strong positive combination as fisher’s value (32.122) is too high to defend it. This study clearly identifies the food items package a mean for producing purchasing interest.

Keywords: aggressive promotional strategy, packaging attributes, consumer purchasing attributes


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