Role of Packaging on Consumer Buying Behavior in Mauritius

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Volume 12 Issue 10 Version 1.0 June 2012 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853

Global Journal of Management and Business Research

Role of Packaging on Consumer Buying Behavior–Patan District By Mr. Mitul M. Deliya & Mr. Bhavesh J. Parmar
North Gujarat S.P. University

Abstract - The aim of this article is to get the A study to point towards role of packaging on consumer buying behavior. The basic purpose of this it is to find out how such factors are behind the success of packaging. The purpose of this research is to know the relationship between independent variable and dependent variables. The research is based in Patan District of Gujarat (India). The packaging is the most important factor. The consumer buying behavior is dependent on the packaging and on its features. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision.

Keywords : Consumer Behavior, Packaging. GJMBR-A Classification : FOR Code: 150501 JEL Code:D91, P46, M30

RoleofPackaging on ConsumerBuyingBehaviorPatan District
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© 2012. Mr. Mitul M. Deliya & Mr. Bhavesh J. Parmar. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Role of Packaging on Consumer Buying Behavior – Patan District Mr. Mitul M. Deliya
α

& Mr. Bhavesh J. Parmar

σ

Keywords : Consumer Behavior, Packaging.
I.

I

Introduction

n nowadays competitive environment the role of package has changed due to increasing self-service and 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. According to Rundh (2005) package attracts 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 package in a buying place, the

II.

Key Terms Defined

a) Consumer Buying Behavior
Process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants.

Author α : Assistant Professor, S. K. College of Business Management, Hem. North Gujarat S.P. University, Patan – 384265. E-mail : deliya_mitul@yahoo.in Author σ : Assistant Professor, MBA Department, Sankalchand Patel College of Engineering, Visnagar – 384315. Email: callbhavesh@gmail.com

b) Packaging
Packaging can be defined quite simply as an extrinsic element of the product. Packaging is the container for a product. © 2012 Global Journals Inc. (US)

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