IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR

DISSERTATION

ON

‘IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR’

KRITIKA SHAH

DR. SIDDHARTH TRIPATHI (Guide)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, MUMBAI - PUNE EXPRESSWAY, BHATAN- PANVEL, MAHARASHTRA 410206

Introduction:

Packaging of a product has many functions including containment, protection, convenience and communication. Product packaging servers to consolidate of unit loads of shipping, to protect the product inside during the period of shipping, to convey necessary information. Other than these functions packaging is also used in marketing activities. The labels on the product can be used to encourage potential buyers to purchase the product. Companies use attractive colors, logos, symbols and captions to promote that can influence purchase decision.

According to Rundh (2005) package attracts consumer’s attention to brand, enhances its image, and influences consumer’s perceptions about product. Also, package imparts unique value to products.

In this competitive environment packaging has become an effective tool to capture the consumers purchase intention. Packaging perform the important role for attracting the customers. We can see the buying intentions of children. The design of the wrapper attracts the children, so organisations’ design the wrapper in such a way that it is attractive to their eye.

However, the purpose of this study is to evaluate the consumer buying behavior after evaluating certain attributes of packaging used by the companies. This study also questions, how the major brands uses packaging for creating stronger brand image.