Packaging Research-Girish

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“IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR”
Abstract
The aim of this article is to get the A study to point towards role of packaging and
Labelling on Consumer buying behavior. The basic purpose of this is to find out how
such factors areInfluence& attract Consumer to buy a Product and How Packaging and
Labelling both examine the essential factors, which are driving the success of a brand. The
way you package and label your product is important. First, packaging protects it from
physical, chemical and microbiological invasion. The package also provides a medium
for presenting advertising messages and other importantinformation to the consumer.
And finally, the package is one of the greatest influences on a consumer's decision to
try your product and along with this Labelling gives an important edge through its
Attractive and eye catching effects. In the past time primary purposeof packaging was
to defend the product, but currently according the varying marketing environments
packaging is being used as an instrumentfor increasing sales, attracting customers and
productcommunication to its consumers. Now days Role of Packaging has change due
to increasing changes in the consumer desires. More companies are interested in
packaging as a tool to increase their sales by its shape, size, color, visual design, font,
thought, looks, types,labelling effect and detail information about the product. A good
packaging helps to identify product to the consumers. Packaging is use for easily
delivery andsafetypurpose.Theproducerusethe packingforthe consumersatisfaction
that the product is original means that the product is new. They also use for the
promotional purposes as well as to differentiate the product from other brand.
Packaging is use for marketing communication purposes and they are the important
element which influences the buying behavior of an individual.
Key Words: Packaging, Labelling, Buying behavior, Purchase decision, Customer
Influence, Marketing communication.
1. Introduction
“In now a day’s competitive environment the role of package has changed due to
increasing self-serviceand changing consumers’ lifestyle. Firms’ interest in package as
a tool of sales promotion is growing increasingly. Package becomes an ultimate selling
proposition stimulating impulsive buying behavior, increasing market share and
reducing promotional costs.”
Products are always protected by packaging which is a material around the productto
protect it from any sortof damages, contain information about the brand, quality and
howto usethat Productis knownaspackaging.Accordingto previousstudies Attraction
towards the Packaging is more to be seen in young generation due to several reasons.
Consumers of all ages are involved in the category of consumers, who get attracted to
the productsdue to its packaging,But young generation particularly of age groupof 17-
30 years old males and females consumers to get approximate results.

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Packaging is also used for the marketing of that product. Itis actually one of the most
important marketing tools for any product. Labeling in packaging gives message to
consumer that the product have those kinds of features you want and I am best from
the other brands of the same products. Sometimes labeling and packaging make in a
very good manner that consumer think that he or shereally needs that kind of product.
Many consumers think that this product doesn’t have seen before and so many
questions are raised at the time of purchasing like the quality of product, it may have
some side Effects.
In nowadays competitive environment the role of package has changed due to
increasing self-serviceand changing consumers’ lifestyle. Firms’ interest in package as
a tool of sales promotion is growing increasingly. Package becomes an ultimate selling
proposition stimulating impulsive buying behavior, increasing market share and
reducing promotional costs. Labeling is anything written on the packaging or product
or anythingelse rangingfromsimple tag or a designed graphics.Itis possiblethata label
only contain brand name of the product or it could contain all the information about
the ingredients and use of the product.
According to Rundh (2005) packageattracts consumer’s attention to particular brand,
enhances its image, and influences consumer’s perceptions about product. Also
package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi&
Speece,2004), works as a tool for differentiation, i.e. helps consumers to choose the
product from wide range of similar products, stimulates customers buying behavior
(Wells, Farley & Armstrong, 2007). Thus package performs an important role in
marketing communications and could be treated as one of the most important factors
influencing consumer’s purchase decision. In this context, seeking to maximize the
effectiveness of packagein a buying place, the researches of package, its elements and
their impact onconsumer’sbuyingbehaviorbecamea relevantissue.Literatureanalysis
on question under investigation has shown that there is no agreement on classification
of packageelements as well as on research methods of packageimpact on consumer’s
purchase decision. Some of researchers try to investigate all possible elements of
packageandtheir impact on consumer’spurchasedecision(Butkeviciene, Stravinskiene
& Rutelione, 2008), while others concentrates on separate elements of package and
their impact on consumer buying behavior (e.g., Vila & Ampuero, 2007; Madden,
Hewett & Roth, 2000; Underwood et al., 2001; Bloch, 1995). Moreover some
researchers investigate impact of package and its elements on consumer’s overall
purchase decision, (e.g., Underwood et al., 2001) Furthermore the abundance of
scientific literature on this issue do not provide unanimous answer concerning impact
of packageelements on consumer’sbuyingbehavior: diversity of theresults in this area
depends not only on research models constructed and methods employed, but on the
context of the research too. All above mentioned confirms the necessity to investigate
this issue in more detail. The cost of a package is often dependent upon the materials,

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manufacturing processes, printing, and assembly process used to create the product.
Development projects need to be priced competitively, provide good profit margins,
and ample return on investment (Bruce & Biemans, 1995). One of the main functions
of a package is to promote the product within (Soroka, 2002). Product promotion is
accomplished by using structural and graphic designs that get the attention of
consumers. The design of a package is what attracts a consumer to a product and
explains the contents (Giles, 2000). This can be achieved through color selection, text,
shapes, textures, material, and an integration of the structure and graphics (Eldred,
2009). Many packages undergo evaluation by consumer focus groups to help with the
selection of aesthetic design choices (Doyle, 1996). Labeling provides a way for
companies to market their products while only changing a small portion of the
packaging. This allows for cost savings, flexible marketing programs, and additional
product options (Giles, 2000) Kotler [2004] defines packaging as all the activities of
designing and producing the container for a product. Packaging can be defined as the
wrapping material around a consumer item that serves to contain, identify, describe,
protect, display, promote, and otherwise make the product marketable and keep it
clean. Packaging is the outer wrapping of a product. It is the intended purposeof the
packaging to make a productreadily sellable as well as to protect it againstdamage and
prevent it from deterioration while storing. Furthermore the packaging is often the
most relevant element of a trademark and conduces to advertising or communication
The aim of this paper – basing on theoretical analysis of package elements and their
impact on consumer‘s purchasedecision empirically reveal the Elements having the
ultimate effect on consumer choicein a case of different products.
Packaging as a tool for communication!!
Consumer Buying Behavior -
Consumer buying behavior is way through individual purchase and use the product
which satisfy there need and wants.
ResearchQuestion
To identify the role of packaging on consumer buying behavior decision
Literature Review-
According the (Kotler et al. 1998) in past we used to focus on packaging as preventing
stuffs but now it has been changed to create awareness of product & attract the
customer and communicate. In the views of Rita Kuvykaite 2009 -package catches
Humans mind in the way of attraction of the packet sometime, rather than catching by
quality of product. In 2001 Underwood, Klein and burkepresages, Packaging increases
the value of the product, even labelling is also very important content in packaging. In

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2004 Silayoi& Speece indicates that packaging differentiate the similar kind of product
of the same range and variety of a company.
In 2007 wells Farley & Amerstrong connotes that packaging impacts and change the
consumer buying behavior. Alice louw 2006 indicated that packaging is also important
in the marketing environment. Basically packaging sells the product through the good
image leaving of product on consumer’s mind. In 2003 according to the study of
P.H.K.Prathiraja and A.Ariyawardanathe, consumer getawareabout the stuffs through
the packaging. Consumer can easily pay something additional for those information
which is on the food stuffs. According to Liang Lu 2008, packaging as a good toolfor the
product, packaging and labelling makes product perfect. Labelling is also create the
difference in Packaging and consumers attraction. According to the University of
Helmeted School that, packaging is a source of communication aboutthe productthat
how to use, how to care, how to get benefited.as well as for communication of those
information which is on the product. Packaging must be functional, it must be protect
the products in storage, transferring and also in used. Another function is to given the
customers the ease access and used on the purpose of convenience. Ulrich R. Orth
(2009) connotes thatpackaging design can be used for building thebrand identity. It
create the brand image on consumers mind by giving proper color, shape, size, font,
thought, looks and detail about the product. Through the detail study of literature
packagingdesign tells thatthere is no suchimportant strategies fordeveloping a unique
packaging design, shape, sizes, images, color etc. Ithas four stages to create packaging.
 Collect information, for review of branding and there impression and relevant
information for win the trust.
 To identify the suitable packaging (according to shape, size, volume and types)
for win that which is the most important elements and the actual design of
sample is selected.
 To give proper information about the product with most efficient way.
 Create brand image with eye catching design.
In Dec. 2008 Bed Nath Sharma’s studied focuses on the existing practice of branding
packaging and labeling of new products in the manufacturing units in consumer
product. The study procedure through which the data is collected through
questionnaireisdescriptive, the surveywascarriedoutwithdifferentconsumerandnew
productslike biscuit, soap, cigarettes, and noodles. Garder et al, indicated in 2000 that
packages catch attention of the consumer’s. In1999Goldberg etal. says that image on
the product is important so that they increase the attention and increase familiarity
with the particular product. In 2007 Renaud LUNARDO find out that the information

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win the consumers attention.it create great effect which influence mostly the young
generation and there purchasing behavior. In the views of Morgan & Adelina Broad
Bridge (2007) packaging change the consumer buying behavior by its effective
communication, prevention, & looking to Childs as well as elders. They study the
behavior of consumers and there perception of the children products. In the view of
Cruden 1989, over the year the new packaging concept is introduced, according to this
packaging it creates evolution on buying decision of consumers. According to Panwar
(2004) Packaging is the act of containing, protecting and presenting the contents
through the long chain of production, handling and transportation to their destinations
in as gooda state, as they were,at thetime of production.Packagingisbrandingprocess
it plays a role in communicating the image and identity of a company Ahasanul, (2009)
measured the Factors Influencing Buying Behavior of Piracy Impact to Malaysian. A
structured questionnaire was used to collect data whereby it was served as primary
data to answer the research questions and objectives planning to find out the factors
that plays a vital role about consumers perception towards pirated products. Itcan be
identified that the dependent variable is consumer perception on piracy. Where else
the independent variables would be divided to social influence, personality/believe,
culture, and the economy. These are the factors that could influence consumers’
perception on piracythereby supportingoutdependentvariable. Socialinfluencewould
include susceptibility, which means an individual might purchase a pirated product
merely because his/ her friend or family members bought the product and introduced
it to them. Packages are found to attract attention (Underwood et al., 2001; Garber et
al., 2000; Goldberg etal., 1999; Schoormans and Robben, 1997). In fact, Goldberg et al.
(1999) found thatby dismissing such non-verbalsigns as colors, the attention to verbal
signs can be increased. Pictures on packages are emphasized to attract attention,
particularly when consumers arenotvery familiar with the brands. Sony (2008) studied
the consumer responses toward attribute framing in product packaging. The main
purpose of this study is to investigate the impact of message framing, level of
involvement, and numerical difference on consumer response. Saeed, Lodhi, Mukhtar,
Hussain, Mahmood and Ahmad (2013), integrate the brand image, brand attachment
and environmental effects and their impact on consumer purchase decision. Results
elaborates that brand image don’t have a positive relation with purchase decision,
brand attachment has a moderate positive relation with purchase decision and
environmental effects but don’t have a positive relation with purchase decision. The
consumers purchase more quantity of the products, after looking a well-labeled
product. Therefore labeling influences the consumer buying behavior, but there are

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some other factors also, which influence the consumer buying behavior (Saeed, Lodhi,
Rauf, Rana, Mahmood & Ahmed, 2013).
 According to me, in the past, the primary objective of packaging was to prevent
the product but this concept is now changing.
In the Marketing environmentpackaging is been used as a tools for promotional
activities and attracting customers and communicating the product to the
consumers, by its shape, size, color, design, font, thought, looks, types & detail
about the product.
It create Brand equity on consumer’s mind.
1.1 Problem Statement:-
The study is to investigate the role of packaging and labeling on consumer buying
Behavior. & how Labeling and packaging impacts towards consumer buying behavior.
1.2 Objectivesof Study:-
1. To explore the relationship of labeling and packaging on consumer buying behavior.
2. Basing on theoretical analysis of package elements and their impact on
consumer‘s purchasedecision empirically reveal the Elements having the ultimate
effect on consumer choice in a caseof different products
3. To determine the influence factors of packaging as well labelling on the consumer
buying behavior.
4. To explore the impact of all above said relationships.
1.3 Practical Implications:-
The study would help to understand the exact role of the packaging and labeling with
respect to Consumer buying behavior. Accordingly marketers may opt the strategies.
The role brand images also being considered so marketers would come to know that
how long brand image is creating the impact on consumer decisions while they are
taking packaging into consideration.

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Research model:-The performed literature analysis indicates that package could be
treated as a set of various elements communicating different messages to a consumer.
The type of message communicated depends on those elements. Visual elements of
package transmit information which affects consumer’s emotions, while verbal
elements transmitinformation whichhasan effect on consumer’scognitiveorientation.
Insuchway,referringto Butkeviciene etal(2008)Packagingsendstoconsumervaluable
information about the product, helps positioning it in the mind of consumer and in this
way has an impact on consumer’s purchase decision. Based on studies of Silayoi &
Speece (2004), Grossman & Wisenblit (1999), Butkeviciene et al. (2008) the research
model was developed in order to reveal impact of visual and verbal package elements
on consumer’s purchasedecisions. In this case graphic, color, form, size, material are
analyzed as main visual elements, whereas product information, producer, and brand
are treated as the main verbal elements of package.
Theoretical Frame work
Element Of Packaging
VISUAL:-
Graphic
Color
Size
Form
Material
VERBAL:-
Product Information
Country of origin
Brand
Producer
Level of
Environment
Time
Pressure
Individuals
Characteristics
Consumer’s
Purchase
Decision

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Package design Liking for package Communication
throughpackage
Usability of package
Attraction of buyer Brand Color Ease of
handling/Protection
Communication to
the buyer
Country of origin Symbols/logo Disposability
Convenience in
handling and using
Color connotation Information about
Product
MoistureProtection
Sale ability of
product
SymbolConnotation Brand image Protection from
ultraviolet
Green aspect Size Shape
Size
Radiation

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Packaging Diamond-

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Packaging
Packaging is the important element and container of the product which protects,
preventand help in handling fromproducer to consumers. Thekey packaging materials
are:
aper/ fiberboard Plastic
Aluminum (Medicine)
Packaging Color
According to the empower-yourself-with-color-psychology.
Color of packaging is important and apart one company productfromother. Packaging
color drawattention of the consumersthemorethe colorattractivethe moreconsumer
will like it. Differentcompetitor use differentcolor like white, black use for power, blue
for trust, red for energy, green for balance, orange, yellow, purple they have different
meaning according to the consumer perception.

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Packaging Material
Material of packaging is important element which prevents the product fromloss.
High quality material attracts customer then low.
Font Style
Font is importantelement of packaging which attract the customer attention.
Companies who usebest font style have successfulin the market.

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Design of wrapper
Ulrich R. Orth (2009) Packaging is used for identification of the product. Play an
important role in attracting the co2009nsumer. Children are likely more sensitive in
case of wrapper design. So company has to make a wrapper design which attracts the
children as well.
PrintedInformation
Printed information contain all the information related to the productquality, price,
description which help to identify the brand.

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Background-image
In1999Goldbergetal. saysthatimage on the productis importantsothat they increase
the attention and increasefamiliarity with the particular product. Background image is
the image in the mind of the customer which help to identify the brand of the product.

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Innovation
Bringing innovation in the packaging design also increase the value of the productlike
easy open, easy store, recyclable, child proof, breakability etc. in the consumer mind.
Theoretical Framework
Frameworkofthis researchshowsseveralfactorsaffecting buying decision for different
product packaging. Such as Packaging Color, font style, design of wrapper, innovation,
printed information, packaging material, back ground image.

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General Awareness-
Through the packaging we can create & spread the awareness of that product,
that what is beneficial & whatis injurious for health.
Awareness of Quality &range-
Itshows the how many types of quality & range are presentin samebrand or
company, it also shows thevarious quality rangeaccording to demand & need.

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PROMOTION THROGH THOUGHTIN PACKAGING-(Ex.-Alpino, Coke)
IMAGIONARRY EFFECT-

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Measure Item Frequencies Percentage (%)
Gender
Male 72 72
Female 48 48
Age
20-24 51 51
25-30 61 61
31-40 18 18
Occupation
Students 86 86
Teachers 28 28
Workers(Others) 16 16
Marital Status
Single 90 90
Married 40 40
Education
Under Graduate 36 36
Graduate 52 52
PostGraduate 42 42
1 Dependent Variable
Consumer Buying Behavior On the Basis of Packaging and Labelling.
1.1 Tools of Data Collection:
In order to find data on role of packaging on consumer buying behavior, we will collect
Data on The Basis of Shape, size, color, design, font, carry comfort, Quality, Safety, and
Information& Labelling in Packaging in our variables: The first benefit to use questionnaire
technique is that result.

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1.2 Sampling Technique & Sample
The population of my study will be students and educational institutions Teachers & some
workers of Eastern Region Mainly from “New Delhi” in which the sample size of 130
students/Teachers will be taken for conducting the study by using simple “5 Point Likert
Model sampling” in order to generalize the finding in the particular sector, most students
were MBA students.
1.3 Measures
There were 10 questions in the survey obtaining data for multi variable and some
Questions were directly obtaining with no complications which were general observation.
Measure for each variable is defined below:
Each variable was measure by asking the 10 questions by using the 5-points Likert Model
type scale ranging from-
1. Strongly disagree 2. Disagree 3. NA ND 4.Disagree 5. Strongly agree
1.4 Methodology for Analysis of Data
To make analysis of data it will use SPSS software in which we will make analysis in to
Two parts where part one will lead descriptive statistics that will be used to describe and
Summarize data and include measures of central tendency (average) and dispersion (the
spread of data or how close each other is to the measure of central tendency).
Descriptive Statistics {Product Safety}
Buying
Behaviour
Influence
Total
Strongly disagree Disagree
NA ND
Agree
Strongly
Agree Average
130 0 4 24 11 91 86.2%
Descriptive Statistics {Packaging carry & Comfort}
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 0 4 24 21 81 88.6%
Descriptive Statistics {Quality of Packing}
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 2 22 8 34 64 78.4%

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Descriptive Statistics {visual design & Shape}
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 21 12 43 51 3 58.4%
Descriptive Statistics {Packaging Color}
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 0 30 23 32 45 67.6%
Descriptive Statistics { labelling effect }
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 10 26 32 34 28 60.6%
Descriptive Statistics { labelling information & font style }
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 15 20 29 47 19 62.30%
Descriptive Statistics { LABELL Wrapper Design }
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 12 18 36 62 12 70.76%
Descriptive Statistics {EYE CATCHING}
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 17 22 15 61 15 63.8%
Descriptive Statistics { Convert TO BUY}
Buying
Behaviour
Influence
Total
NA ND
Agree
Strongly
Agree Average
130 29 22 36 31 12 46.7%

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Result:- As a result we found that-Packaging and Labelling impacts a lot on
consumer buying behaviour which can be direct or indirect or just imaginary
influence kind of attraction butit’s totally agreeable that it influence the consumer
buying behaviour and important as eye catching for consumers.
Fromour resultit is shownthat ProductSafety influence86.2%in consumerbuying
behaviour,Packagingcarry& Comfortinfluence 88.6%,QualityofPackinginfluence
78.4% of consumer buying decision, visual design & Shape influence 58.4%
consumerbuyingdecision, PackagingColor influence percentage is 67.6%,labelling
effect influence 60.6%, labelling information & font style impacts 62.30%, Label
Wrapper Design impacts percentage is 63.8%, and last its “Convert to BUY”
percentage Is near about 46.7%.
So according to these Shown resultwe can say that “Packaging of any productis as
much important as the quality matters to attract, engage, influence and convertto
buy any product.” Also Packaging becomes an ultimate selling proposition
stimulating impulsive buying behavior, increasing market share and reducing
promotional costs for Sellers” It create Brand equity on consumer’s mind.
 While answering the questionnaire a surveyor’s and Repliers mindset about
any particular product may be different so the result may vary according to
their chosen product so in other word we can say that the answers are
affected by the experience of individual’s and imaginary product.
 Brand is important and its strategy is in consideration in the units. Product
packaging is valuable for brand equity, product differentiation, market
segmentation, new product introduction, pricing, promotion etc. Brand
name using plan implementation must be effective in the units.
 All the marketing units pay attention for good packaging. They accept that
poor packaging is one of the causes of product failure in the market. It is
necessary to set the packaging standard and to implement accordingly for
better protection and promotion of a product.
 Consumer new product manufacturers mostly use the label in their
products. Basically they describe that made it, where it was made, when it
was made, whatit contains, how to useit etc. Furthermorethey believe that
the consumers are properly guided by label to use the products. The

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information given in the label and its value have to be highlighted while
promoting the product in the market.
 It is finally recommended that the marketers of the industry should not
consider the packaging is the solely factor for the success of any product,
therefore, they should also takeup other importantfactors of the marketing
while they are launching new products or revitalize old products.
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Conclusion
Packaging plays an important role in the marketing context. The right packaging
can help a brand carve a unique position in the marketplace and in the minds on
consumers.Packaginghasa better reach than advertisingdoes, and can seta brand
apart from its competitors. It promotes and reinforces the purchasedecision not
only at the point of purchase, butalso every time the productis used. Packaging in
different serving sizes can extend a product into new target markets or help to
overcome cost barriers. Packaging can even drive the brand choice (especially in
the context of children‘s products). As the market becomes more competitive and
shelf spaceis at a premium, products need to be able to stand out fromthe crowd
and packagingneedsto providemorethan justfunctionalbenefits andinformation.
Under time pressureand in low involvement purchases, less time is spent looking
at the detail and information provided on packaging – this is especially true in the
FMCG category.
The research conducted on packaging attributes in the current research work
shows thatbuyer attraction was an important factor in the packagedesign and the
companies are innovating new ways and means to attract customers through its
attractive package design. Respondents also seem to give weight age to the
communication and convenience in handling of the package. Respondents did not
give due weight age to the environmental considerations and disposability of the
packagewhich indicates that awareness needs to becreated among people so that
they prefer packages that are easily disposable and are environmental friendly.

IMM-pg. 25
Also research indicated that if the branded products are given to the people in
ordinary packaging they are more likely to accept it becausethe branded products
reduce the Caveat Emptor of the customers and they are more likely to give
weightageto brandedproductthan to the package.Symbolsand logosdid nothave
significant impact on liking for packageand sizeof the package showed significant
buoyancy which indicates towards the miniaturization of productpackaging in the
form of shampoo sachets and deodorant sticks etc.
The shape of the package was the significant attribute of communication through
the package and an innovative pack design can help to set a brand apart from its
competitors. The marketing world is full of examples of brands that have used
packaging to carve a unique position in the marketplace. Pringles potato chips
cylinder and Absolute vodka bottle are widely cited international examples, while
in a South African context, recent examples include L‘Aubade water bottle
(Up market colored plastic bottles that are suitable for virtually any restaurant
table)Clover milk easypour packs(long-lifescrewtop packs)and CountryFreshice-
cream tubs.
 Packaging could be treated as one of the most valuable tool in today’s
marketing communications, necessitating more detail analysis of its
elements and an impact of thoseelements on consumer’s buying behavior.
 Appropriate and vivid picture or packaging color, which delivers them a
happy feeling, or an easy handle/open/dose/dispose, package shape. All
these elements contribute each important effort to catch consumer’s
attention and interest. Besides each element’s single function,we think that
a good combination of these elements may lead the product more eye-
catching and attractive.
 It has been empirically tested the proposed research model, package
elements, which arehavingtheultimate effecton consumerchoice;in a case
of different products from group of convenience goods were available.
 It has also revealed that elements of packaging are the most important for
Consumers purchase decision. For a major part of consumers¡¦ attraction
was a size of package and material are the main visual elements, whereas,
productinformation is also the main verbalelements when purchasing milk
and washing powder.
 Results analyzing the impact of package elements on consumers purchase
decisions, depending on level of involvement correspond with those of
theoretical studies and that visual elements of package & Labelling have
relatively stronger influence on consumer’s purchasing behavior when they

IMM-pg. 26
arein the level of flowinvolvement¨ in contraryto thosewhoarein the level
of high involvement¨.
The finding of our research packaging role and its influence on consumer buying
behavior shows the following results. From my research study I find out that
packaging arethe importantelements which highly influence the consumer buying
behavior,as wellas buyingdecision. PackagingDescribeinformationaboutproduct
like whereit was made, when it was made, what it contains, and how it to useetc.
Producer used printed information in packaging as a promotion of the product as
compare to used highly expensive advertisement. In the Marketing environment
packaging is been used as a tools for promotional activities and attracting
customers and communicating the product to the consumers, by its shape, size,
color, design, font, thought, looks, types & detail about the product. It create
Brand equity on consumer’s mind.

Packaging Research-Girish

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