THE IMPACT OF PACKAGING ON CONSUMER BUYING DECISION: AN APPLICATION ON CONSUMER GOODS

Abstract

The purpose of this research was to know the impact of packaging on consumer buying decision process. Both qualitative and quantitative research approach were used to achieve the objectives of the study. Respondents were selected using convenience sampling method for collecting primary data through self administrated questionnaire. 97 completely filled up questionnaires were authentic for research study. Six factors of packaging were considered as independent variables to evaluate the respondents’ opinion. The study result shows that all factors have a positive and significant relationship with buying decision of product with the highest correlation value of packaging color (.810) followed by other factors. Quality of packaging materials has highest positive impact on consumer buying decision process (β=.158, t= 4.215, p=0.001< 0.05), followed by packaging color (β=.116, t= 3.281, p=0.000< 0.05), followed by printed information of package (β=.224, t= 3.211, p=0.000< 0.05) and other factors. R square value shows 58.2% variance in consumer buying decision depends on independent variables.