Packaging may be discussed in relation to the type of product being packaged. Packaging is one of the most important and powerful factor, which influences consumers purchase decision keywords. Product packaging, buying behavior, consumer behaviour suggested citation. Labeling and packaging on consumer buying behavior marketing. Thus, the company needs to understand the products or service which consumer. Impact of packaging on consumer buying behavior slideshare. To calculate and justify the relationship between consumer buying decision and attributes of packaging. Labeling and packaging on consumer buying behavior marketing essay. To improve the current minimal understanding of these influences for fresh produce, a survey instrument in the form of an online questionnaire has been developed and launched in the us. According to the results visual packaging elements play a major role, representing the product for many consumers of dairy products in sri lanka.
Impact of product packaging on consumers buying behavior. Which factors is most convenient to influence consumer buying decision. The basic purpose of this it is to find out how such factors are. The impact of consumer product package quality on consumption. Impact of packing elements on consumer buying behavior. How packaging influence consumer behavior term paper. For the purpose of this study four elements has been selected packaging color, design, innovation. The importance of consumer behaviour in a food lca is sometimes stated e. Pdf effect of product packaging in consumer buying decision. Some identify a consumer package as one which isdirected toward a consumer or household.
Graphic packaging internationals nikki clark examines how color is, or can be, used in food and drink packaging. Our main objective is to find important element of packaging which directly affect the consumer buying behavior. Packaging is also used as the promotional tool for the companies and it. Suggested citation mazhar, mahera and daud, sayeda and arz bhutto, sana and mubeen, muhammad, impact of product packaging on consumers buying behavior. To understand family influence on consumer behaviour lets first understand the important elements of a family a family is an important element that affects the consumption and disposal of products by an individual. Roleofpackaging on consumerbuyingbehaviorpatan district. However, there is a negative correlation between easytotear pouch packaging r. Apr 12, 2016 nikki clark, gpi how food packaging colour influences consumer behaviour graphic packaging internationals nikki clark examines how colour is, or can be, used in food and drink packaging packaging is the most tangible representation of a product or brand for consumers and is therefore a primary selling tool for marketers, hence why it is. Because of the influence they exert upon patterns of buying, it is. Consumers buying behaviour, green packaging, func tionality. In addition, a poorly packaged product poses serious problem to salesmen, since it will require enough explanations to persuade customers to buy the product.
Few actual products seen, but the rest are packages of different sizes, colours and types. To find out the affect brand image has on the relationship between labeling and consumer buying. Factors influence on packaging design in an impulse consumer. Men normally choose their shaving equipment and women choose their lipsticks. Previous research on fmcg products identified that a 1% shift in packaging will result in 88. The first consideration in such a packaging design process would be to choose which aspects in the packaging design e. In this article, we will show some outstanding examples of inventive packaging patterns and explain how to utilize consumer behavior in a marketing strategy. Impact of verbal elements of packaging of packaged milk on. The purpose of this research is to examine the essential factors, which are driving then success of a. Abstract the aim of this article is to get the a study to point towards role of packaging on consumer buying behavior. The packaging of the product in a refill format in conjunction with different affordable. The study was conducted to determine which elements of product packaging are the most significant and how they impact consumer buying behavior. How product packaging affects buying decisions infographic. Effect of packaging elements on consumer buying behavior.
A study on factors influencing consumer buying behavior in. Due to increasing selfservice and changing consumer lifestyles, the internet in packaging as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Packaging is one of the important element of the marketing mix and without packaging the. Product packaging, buying behavior, consumer behaviour 1. The influence of product packaging on the millennial. Pdf the objective of this study is to determine role of packaging on consumers buying behavior. Food packaging color influences consumer behavior hart. The relationship between packaging and consumers purchase. The buying behavior of a consumer is the decision processes as well as the actions the consumer takes in buying and using products. Sep 06, 2014 smart packaging helps its targeted consumers feel an emotional attachment to a brand.
Introduction brand image is the key driver of brand equity, which refers to consumers general perception and feeling about a brand and has an influence on consumer behavior. Consumer behavior is the set of factors deciding on the purchase decision. Consumer behaviour in their cultural and social settings 5. It is very important to understand that the buying behaviour of a consumer is. Good and attractive product packaging influence consumers buying behavior by making them. For many products, it is easy to identify the buyer. A study of factors affecting on customers purchase intention case study. In this paper it was decided to deal with the gender, age, education and occupation in order to reveal influence of individual. The influence of packaging attributes on consumer behaviour. We wanted to figure out impact of packaging on consumer buying behaviour and to explore reasons behind that. But material, producer, size and product information are the most effective packaging elements that can influence on consumer buying behaviour.
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 find out the main important factors related with the packaging effect, which are driving the success of a brand. A study of factors affecting on customers purchase intention. The role of packaging has evolved from the traditional function of protecting the. Whether or not the consumer realizes it, there is far more that goes into the buying process than simply driving to the store and picking something off the shelf. Onethird of consumer decisionmaking is based on packaging, according to research cited by the paper worker in the following infographic. European journal of, 201social and human sciences 4, vol. The major categories of individual factors affecting consumer behavior are demographics, consumer knowledge, perception, learning, motivation, personality, beliefs, attitudes and life styles. Not for their upcoming offerings but for their current offerings too. Packaging plays a vital role in attracting consumers towards any product. Role of packaging on consumer buying behaviorpatan district north gujarat s. To know the factors of packaging influence the consumer for taking the purchase decision.
Due to increasing selfservice and changing consumer. Pdf impact of product packaging on consumers buying behavior. Many packaging elements are factors that influence the buying behavior of consumers such as, packaging color, printed information, packaging material, design of wrapper, printed information, brand image, innovation and practicality. Marketers must consider the price sensitivity of the target customers while fixing. Pdf impact of product packaging on consumers buying. The influence of packaging design features on consumers. The teenage son may have suggested buying a new car. How does product packaging influence consumer behavior. Role of packaging on consumer buying behaviorpatan district,june 2012 primary objective. Top 5 important factors influencing consumer behaviour.
Good or bad product packaging can influence consumer behavior. A product appeals to us immediately, when the packaging looks spectacular. Exhaustive research into packing ergonomics, logistics, safety, sustainability and promotional features are common across. Businesses often try to influence a consumers behavior with things they can control such as the layout of a store, music, grouping and availability of products, pricing, and advertising. Two factorial approaches are adopted to analyses this influence i. She is a key member of a team exploring how technology can be. Role of packaging in consumer buying behavior academy of irmbr.
The hypothesis is that the packaging, labeling, sample has strong influence on consumer buying behaviour. Color of packaging gains the attention at the point of purchase. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. Effects of packaging on consumer buying behaviour special. The effect of branding on consumer choice original research report. Marketing, packaging, food products, consumer behavior, young consumers. Consumer behavior is vastly influenced by the product packaging. Sampling the respondent was chosen from different area having different income and education level from peshawar area.
The millennial consumers buying behaviour is of great interest to researchers, both academic and professional alike however not much has been done on the influence packaging has on the millennial consumers choice of juice, nectar and still drinks. Nov, 2016 packaging packaging can be defined quite simply as an extrinsic element of the product. The price is the factor that most affects the purchasing of product. Essay on consumer behaviour essays, research papers and. Existing studies show that the visual appearance of packaging design influences the behaviour of consumers. Factors influencing consumer behaviour from the viewpoint of the marketing strategist, the mix of cultural, social, personal and psychological factors which influence behaviour are largely noncontrollable. Factors which influence the buying behaviours of customers. In the nigerian business environment, mostmanufactured or processed products are sold in packages. Influence of consumer behaviour on decision making process. Influence of packaging on the purchase decisions of young consumers was studied by. The influence of product packaging on the millennial consumer. These are also the products that are bought on impulse. The main purpose of the study was to find out if the basic idea of issuing customer cards still holds in a situation where a customer owns two or more of such cards, and which factors possibly influence the buying behaviour of such customers. No commodities can move from a production point to a consumption point without putting the marketing machinery at work.
The special characteristics of the product, the physical appearance and the packaging can influence the buying decision of a consumer. Pdf impact of packaging on consumer buying behaviour. Its no surprise packaging reaches all of your clients. Packaging elements like color, images, typography, and brand name influence how soon the package catches the eye. Comparative study of cadbury dairy milk and cadbury perk muhammad faisal sultan faculty member department of management science, kasbit abstract consumer buying behavior is the area of interest for all the companies. To find relationship between labeling and packaging on consumer buying behavior. A family may be defined as two or more people living together, related by blood or marriage who share a common house, common income and similar status and values. Feb 17, 20 some identify a consumer package as one which isdirected toward a consumer or household. To find out whether brand image affects the relationships of packaging on consumer buying behavior.
Verbal elements included nutritional information, product information and countryoforigin. The impact of consumer product package quality on consumption satisfaction, brand perceptions, consumer investment and behavior abstract consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and postconsumption aspects of consumer product. Influences of packaging attributes on consumer purchase. Effect of packaging on consumer behaviour edustore. Different types of packaging styles plays a vital role in the life of product. Consumer buying behavior is influenced by two major factors. The visual appearance of a package has great influence on their behaviour during 1 the processes of making conscious sustainable purchasing decisions and 2. The infographic provides a look at the various elements of product packaging and how they influence consumers. They must also understand what factors can influence buying behavior and what packaging elements are most important to compel the consumer to purchase.
The objective of this study is to determine the elements that play an important role on consumers buying behavior. Colors used in packaging can help draw consumer attention. Abstract globally, the term, marketing is not a new phenomenon. The influence of branding on consumer buying decisions is an area of growing research interest and it is more critical soft drink companies, where customers choose products or services beyond mere acquisition of products or service. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning.
Innovation in the packaging design increase the value of the product. In this context quantitative method has been used, the purpose of this survey is to study the various packaging elements that influence the consumers buying behavior. To more deeply explore the factors that influence consumer purchase behaviour through presenting an attractive packaging design in an impulse purchasing circumstance, the literature derived from previous studies in the field of packaging design, marketing communication and impulse buying. The scope of consumer behavior includes not only the actual buyer and his act of buying but also various roles played by different individuals and the influence they exert on the final purchase decision. Descriptive statistics, including means, standard deviations were implemented in order. Factors affecting consumer buying behavior of mobile phone. With this main objective we also consider some specific objectives. In this study verbal elements of packaging are independent variables and consumer buying behaviour is the dependent variable. The statistical package for the social science spss for microsoft windows 20. The results of this study show that decisions made by consumers regarding the packaging are mostly based on graphics and to a lesser extent on. Consumers buying behaviour towards green packaging in.
The topic under research study that the influence of packaging elements for consumer buying behavior of pakistan. Packaging factors determining consumer buying decision. For marketers, whatever their companies marketing strate. Spss packaging and the following findings were realized there is a relationship between product packaging and the consumer buying decision of confectionary products moderating factors do not regulate the relationship between firms, based on these findings, the following were recommended, packaging should be look upon as a cost tool or a production problem. Particularly with less expensive and low risk products, the consumer has low involvement in the purchase and the only motivating factor is the packaging.
Other products involve a decisionmaking unit consisting of more than one person. Consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and postconsumption aspects of consumer product containers. Packaging packaging can be defined quite simply as an extrinsic element of the product. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. The objective of this study is to determine role of packaging on consumers buying behavior. Introduction product is a combination of tangible and intangible goods and services offers to a customer for sale. There can be several reasons for this, primarily the lack of empirical studies on how the design of different food products and packaging effect heterogeneous consumer behaviour. Packaging attributes are considered to have an influence on consumer purchase decisions for food and, as a consequence, also on its consumption. Whenever we go to a shop, we instantly judge the book by its cover theres no way around it. For the purpose of safety, handling, storage, mode of attraction, etc. Nikki clark, gpi how food packaging colour influences. Effect of product packaging in consumer buying decision by. Individual consumer behavior is influenced by economic, social, cultural, psychological, and personal factors.
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