IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOUR

Abstract

Packaging of a product has many functions including containment, protection, convenience and communication. Product packaging servers to consolidate of unit loadsof shipping, to protect the product inside during the period of shipping, to convey necessary information. Other than these functions packaging is also used in marketing activities. The labels on the product can be used to encourage potential buyers to purchase the product. Companies use attractive colors, logos, symbols and captions to promote that can influence purchase decision. According to Rundh (2005) package attracts consumer’s attention to brand, enhances itsimage, and influences consumer’s perceptions about product. Also, package imparts unique value to products. In this competitive environment packaging has become an effective tool to capture theconsumers purchase intention. Packaging perform the important role for attracting thecustomers. We can see the buying intentions of children. The design of the wrapper attracts the children, so organisations’ design the wrapper in such a way that it is attractive to their eye.