Pdf impact of product packaging on consumers buying. Influence of packaging of fmcg products on the consumers. This research investigated the impact of product packaging on consumer buying behavior. A study on factors influencing cosmetic buying behavior of. The psychology of product packaging digital packaging. Consumer buying behavior refers to the buying behavior of the ultimate consumer. However, in this paper we have introduced a combination of different variables and attempted to examine their influence on consumer behavior. According to rundh 2005 package appeals consumer s attentiveness towards a certain brand. The packaging is the most important tool to attract the customer towards the brand. The influence of packaging design features on consumers.
Result of the study shows that the impact of labeling and packaging influence on packaging color, material, design. The effect of price on consumer buying behavior bizfluent. Packaging attracts consumers and increases its sale. This study was carried out to investigate the influence of product packaging, on the purpose of this the question experimental research design was adopted to study consumers towards various product packaging. Role of packaging on consumer buying behaviorpatan district,june 2012 primary objective. Suggested citation mazhar, mahera and daud, sayeda and arz bhutto, sana and mubeen, muhammad, impact of product packaging on consumers buying behavior. Colors used in packaging can help draw consumer attention. The influence of packaging on consumer behaviour abstract this topic of this research work the influence of packaging on the consumer buying decision for consumers products in imo state was carried out to investigate the influence of packaging on the purpose of this study the questionexperimental research design was adapted to study the firm of confectionary goods, manufacturers.
Packaging has many roles when it comes to a product, things like physical protection, barrier protection, information and more. Product packaging is considered as the ultimate opportunity for marketers to communicate the brands message visually, positioning the same as a better choice than any of its competitor. Packaging is also one of the most important factor of marketing system which influence the buying behaviour of the consumers. Packaging packaging can be defined quite simply as an extrinsic element of the product. Impact of labeling and packaging on consumer buying behavior. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Previous research on fmcg products identified that a 1% shift in packaging will result in 88. The basic purpose of this it is to find out how such factors are. Pdf impact of packaging on consumer buying behaviour. Consumer buying decision consists of seven steps, 1 need recognition, 2 information search, 3 prepurchase. The study was conducted to determine which elements of product packaging are the most significant and how they impact consumer buying behavior. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes.
The project examines the effect of packaging on consumer buying behaviour with reference to unilever company. A study on factors influencing cosmetic buying behavior of consumers anjana s s. A product appeals to us immediately, when the packaging looks spectacular. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. Packaging is the overall package offer by the company to its consumers and stimulates the impulse buying behavior. Packaging elements like color, images, typography, and brand name influence how soon the package catches the eye. The purpose of this research is to find out the main important factors related with the packaging effect, which are driving the success of a brand.
Similarly packaging has its own impact on consumer buying behavior, especially on the last stage of consumer buying behavior i. The impact of packaging designs on consumer buying. In the nigerian business environment, mostmanufactured or processed products are sold in packages. There is a huge effect of packaging and its elements on consumer buying behavior. Demographic variables such as age, gender, occupation, income, usage and customer acquaintance variable like consumer buying behaviour are analyzed from the view points of. Different types of packaging styles plays a vital role in the life of product. Many packaging elements are factors that influence the buying behavior of consumers such as, packaging color, printed information, packaging material, design of wrapper, printed information, brand image, innovation and practicality. Product packaging, buying behavior, consumer behaviour suggested citation. We wanted to figure out impact of packaging on consumer buying behaviour and to explore reasons behind that. The price you set for a product or service has a very significant effect on how the consumer behaves. To check the effect of packaging elements on the buying behaviour. Effective advertising and its influence on consumer buying. The specific objectives were to determine whether packaged food graphics, colour, size, shape, product information and packaging material influence consumers buying behaviour in kenya. Packaging is one of the most important and powerful factor, which influences consumers purchase decision keywords.
If packaging has attractive and right tone of colors that delivers clearly the message of your product then it will influence consumer buying behavior and consumer will purchase that product. The language used and font style on the package does not influence the consumers behaviour during the buying process. Packaging increases sales and market share and reduces market and promotional costs. Impact of labeling and packaging on consumer buying. The topic under research study that the influence of packaging elements for consumer buying behavior of pakistan. Abstract the aim of this article is to get the a study to point towards role of packaging on consumer buying behavior. This research is aimed to find out that how much the independent variables packaging characteristics influence the dependent variable consumer buying behavior. The topic of this research work the influence of product packaging on consumer buying preference in aba metropolis, abia state. Magazines such as consumer reports or backpacker magazine might also help you. To know how color of packaging matters consumer in purchase of product.
Packaging may be discussed in relation to the type of product being packaged. These are also the products that are bought on impulse. Particularly with less expensive and low risk products, the consumer has low involvement in the purchase and the only motivating factor is the packaging. Package executes a critical function in marketing communications, mainly during the moment of sale. Internet shopping sites such as have become a common source of information about products. Consumer behaviour is the scientific learning of how people buy, what they prefer to buy, when they need to buy and why they buy i. To find out whether packaging elements effect on the consumer buying behavior. It helps the marketing teams to determine how the packaging designs and elements of packaging influence consumers choice of a certain product and brand. Whenever we go to a shop, we instantly judge the book by its cover theres no way around it. Good or bad product packaging can influence consumer behavior. Role of packaging on consumer buying behaviour towards. Due to increasing selfservice and changing consumer.
Roleofpackaging on consumerbuyingbehaviorpatan district. The theoretical framework was established on the secondary data books and articles. Impact of product packaging on consumers buying behavior. It also reduces the marketing and advertisement cost of the product. Effect of packaging elements on consumer buying behavior. Abstract globally, the term, marketing is not a new phenomenon.
The study main objective is to know the impact of product packaging on consumer buying decision and also to know whether consumer rely on product packaging in necessary information concerning the use of the product. The packaging has a greater influence on the impulse buying behaviour. In the modern world, consumers are being presented with ever increasing number of alternatives. Introduction product is a combination of tangible and intangible goods and services offers to a customer for sale. To identify the influence of packaging elements on the buying behaviour decision. In addition, a poorly packaged product poses serious problem to salesmen, since it will require enough explanations to persuade customers to buy the product. Consumer buying behaviour is the process involved when individuals or groups select, use, or dispose products, services, ideas or experiences exchange to satisfy needs and desires.
Packaging is a whole package that becomes an ultimate selling proposition, which stimulates impulse buying behavior. The dependent variable is consumer buying behavior. Every companies have their own range of packaging features such as style, colors, pattern. For the purpose of this study four elements has been selected packaging color, design, innovation. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer s purchase decision. The impact of packaging on consumer buying behavior 4470. Poor packaging can dissuade consumers from buying product. Visual influence of packing on consumer buying behaviour. Consumer behavior is vastly influenced by the product packaging. For the purpose of safety, handling, storage, mode of attraction, etc. Namely, to check how consumer perceives and values colors, shape, size and labeling of the package. Which factors is most convenient to influence consumer buying decision.
Product packaging, buying behavior, consumer behaviour 1. How does product packaging influence consumer behavior. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Packaging is one of the important element of the marketing mix and without packaging the. It is the container for a product wells, farley and armstrong, 2007. To examine the impact of packaging designs on consumer purchasing habit of fmcg goods before, during and after the dollarization era in zimbabwe.
The objective of this study is to determine role of packaging on consumers buying behavior. The purpose of this research is to examine the essential factors, which are driving the success of a. The purpose of this research is to know the impact of packaging and labeling on consumer buying behavior and how such factors are behind the success of brand recognition. Product packaging packaging can be defined as an extrinsic element of the product.
The buying behavior of a consumer is the decision processes as well as the actions the consumer takes in buying and using products. Thesis how packaging designs of cosmetics affect female. The general objective of this studywasto determinethe effect of packaging attributes on consumers buying behaviour of packaged foods in kenya. If consumers believe that the price youre charging is lower than competitors it could cause a major spike in sales.
The purpose of packaging designs is to stimulate consumers buying the cosmetics. It helps companies to differentiate their products from their competitors. Few actual products seen, but the rest are packages of different sizes, colours and types. The language used and font style on the package influences the consumers behaviour during the buying process. To determine how of packaging influence on the consumer buying behavior. The objective of this study is to determine the elements that play an important role on consumers buying behavior. Effect of packaging on consumer behaviour edustore. Consumer buying behavior can be defined as a series of activities people engage in when searching, evaluating, selecting.
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