Influence of Packaging of FMCG products on the Consumer's Purchase Decision - A Study
Keywords:
Purchase Decision Process, Packaging Elements, Consumer Buying Behaviour, FMCGAbstract
Due to increasing self-service, changing consumer lifestyles, tastes and preferences, and the proliferation of the internet, the role of packaging as a tool of sales promotion and stimulator of impulsive buying behaviour is growing increasingly. Thus, packaging performs an important role in marketing, at the point of sale or at the time when a consumer is choosing from among different brands of similar products type. For companies to create the right packaging for their products, they need to understand the consumer buying process and understand the role and the impact of packaging, as a variable, that can influence the purchase decision process. Thus, understanding the factors influence the buying behaviour and identifying which packaging elements are the most important tasks for the companies to be able to make the right decisions about packaging of their products. This present study, in this context, was conducted keeping in view the importance of product packaging, and the impact it has on the overall purchase decision of consumers. The main objective was to determine which elements of product packaging are the most significant in influencing the consumer's buying behaviour; and to examine the factors of packaging driving the success of a brand. This study intends to explore the relationship between consumer buying process and the dependent variables. The findings of this study might be a useful tool for all FMCG companies conscious about their brand image and focused on survival in this hypercompetitive environment.
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