Impact of Packaging on the Consumer Buying Behavior

Chapter # 1: Introduction

Submitted To:
Miss.Hina Rehman

National University of Modern Languages

 Introduction

The packaging of a product is considered to be very important. The package itself

may stimulate buying behavior in consumers. For a firm the package may help to
increase the market share or even reduce the promotional costs of the products.

According to Rundh (2005) the package attracts the consumer’s attention to a

particular brand, enhances its image and influences the consumer’s perception
about the product. The package imparts unique value to the products (Underwood,
Klein & Burke, 2001; Silayoi & Speece 2004 ). It can work as a tool for
differentiation i.e. it helps the consumer to choose the product from a wide range
of similar products and stimulates the consumer buying behavior (Wells, Farley &
Armstrong 2007). However packaging contributes significantly to solid waste.
Without reuse or recycling the energy and natural resources that go into packaging
are lost forever in landfills. Packaging may also create false impression about the
amount or quality of product. It may also increase the cost of the product to the
consumers.

In this paper we have aimed to analyze the various elements of packaging and
their impact on the consumer buying behavior. We can also explore if these
elements do have an effect on the consumers choice when buying the products.
Problem Statement:

“How does color, background, quality of material, fonts, design, information

and innovation of the packaging affect the consumer buying behavior?”

Objectives:

 To find out the affect of packaging on the consumers buying behavior.

 What is the affect of the above mentioned elements?
 What are the implications of these elements for the consumers?

Significance of the Study:

The study can be important to both the consumers and the producers as it can
help to improve the effectiveness of the packaging in the market place.

Hypothesis:

H0: There is no relation between color, background, quality of the material,

font, design, information and innovation of the packaging and the consumer buying
behavior.

H1: There is a relation between color, background, quality of the material,

font, design, information and innovation of the packaging and the consumer buying
behavior.