11-06-2014, 04:15 PM
Role of Packaging on Consumer Buying Behavior – Patan District
ABSTRACT
The aim of this article is to get the A study to point
towards role of packaging on consumer buying behavior. The basic purpose of this it is to
find out how such factors are behind the success of packaging. The purpose of this research
is to know the relationship between independent variable and dependent variables. The
research is based in Patan District of Gujarat (India). The packaging is the most important
factor. The consumer buying behavior is dependent on the packaging and on its features.
Packaging elements like Packaging color. Background Image, Packaging Material, Font
Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to
increasing self-service and changing consumers’ lifestyle the interest in package as a tool of
sales promotion and stimulator of impulsive buying behavior is growing increasingly. 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.