Impact Of Packaging On Consumer Buying Behaviour

Abstract

The objective of this study is to find the impact of packaging elements on consumer buying decision process for cosmetic products. Packaging is considered as a strategic tool to amplify the competitiveness of products. The packaging elements that influence the consumer buying behaviour are the colour, design, label, language, printed information, background image, innovative packaging, packaging material quality and font style. This study is based on both primary and secondary data. To conduct the research, convenience sampling has been adopted as it is least expensive, least time consuming and most convenient. The study shows that innovative packaging of durable and non durable product industry has the most influential effect on consumer buying behaviour compared to the other packaging elements. This study can be a useful tool for all companies which are likely to survive in the competitive market of the durable and non durable product industry and sustain their good image.