Effect of Food Product Packaging on the Perception of Buyers Study Based on Food Product Packaging as an Important Tool from Traditional to Modern World

Abstract

The study was conducted to investigate food product packaging as an affecting factor over general perception of buyer at purchasing point. This research measured the impact (overall positive or negative) of most important factors; food product packaging attributes over consumers buying behavior. Packaging attributes plays vital role in building perception while customer makes purchasing decisions on different food product categories. A sample of 203 respondents taken from total population was randomly selected on convenience sampling and surveyed using online questionnaire and social media pole. The questionnaire implied to the structured and based on 5 points likert scale questions. The study used simple descriptive statistics, correlation approach and ANOVA table for the analysis. Findings of the research revealed that the highest percentage involved in food product purchasing are female; according to Pakistani market with strong positive correlation (0.592**) between the consumer buying patterns due to the attractive packaging in food items. Overall, the calculation shows the strong positive combination between these two factors. This study clearly identifies the food items package a mean for producing purchasing interest.

Keywords: Perception, Food packaging attributes, Product categories, purchasing interest