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A Study on Effect of Product Packaging Elements on Consumer Buying Behaviour Chavda Virendra Assistant Professor in MBA Department at Gandhinagar Institute of Technology (Affiliated with Gujarat Technology University (GTU)), At: Moti Bhoyan, Ta: Kalol, Gandhinagar-382721, Gujarat, India He can be contacted at chavdavirendra@gmail.com JEL Classification: M310 Online published on 18 May, 2020. Abstract Today due to cutthroat competition among the companies and rising demands of customers, companies have to provide innovative products with unique presentations to satisfy the customers. Companies are now also focusing equal Weightage on presentation and packaging of products. A consumer's eye is capable of providing valuable information about how a package design is perceived on a store shelf versus its competitors. This study aims to investigate the role of various packaging tactics used by the companies to lure the customers. In this research, researchers try to identify the effect of various packaging elements (like packaging material, colour, design of wrapper, innovation etc.) on consumer buying behaviour. A questionnaire is developed with the help of a five point liker scale. Survey of 150 respondents has been done in Ahmedabad city. Structural Equation Modelling is used to identify the effect of various independent variables on dependent variables. Top Keywords Product packaging elements-colour, Material, Packaging, Consumer behaviour. Top | |
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