Mazhar, Mahera
[VerfasserIn]
;
Daud, Sayeda
[Sonstige Person, Familie und Körperschaft];
Bhutto, Sana Arz
[Sonstige Person, Familie und Körperschaft];
Mubeen, Muhammad
[Sonstige Person, Familie und Körperschaft]
Impact of Product Packaging on Consumers Buying Behavior
Anmerkungen:
In: Journal of Marketing and Consumer Research, Vol. 16, pp. 35-42, 2015
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments April 2, 2015 erstellt
Beschreibung:
The objective of this study is to determine role of packaging on consumer's buying behavior. The purpose of this research is to examine the essential factors, which are driving then success of a brand. This research also identified the relationship between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 300 respondents has been collected and tested the reliability of the model. According to the finding of the research study, it has been observed that the packaging is the most important factor. It is further concluded that the packaging elements like its color, Packaging material, Design of Wrapper and innovation are more important factors when consumers making any buying decision. Finally it has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumer's purchase decision