Role of Packaging on Consumer Buying Behaviour

Topics: Marketing, Decision making, Packaging and labeling Pages: 23 (5530 words) Published: November 14, 2011

Table of Content


Chapter 1 Introduction 5 Objectives of the study 6 Key terms Defined 6 Research Question 6 Chapter 2

Theoretical foundation 7 Consumer Buying Behavior 7 Stages of the Consumer Buying Process 8 Types of Consumer Buying Behavior 9 Packaging 15 Objectives of packaging 15 Theatrical Frame work 16

Dependent Variable 16 Independent Variable 17
Packaging color 17 Background-image 17 Packaging Material 17

Font Style 18
Design of wrapper 18
Printed Information 19
Innovation 19
Chapter 3
Data methodology 20
Tools of Data Collection 20
Sampling plan 21
Chapter 4
data analysis 25
Chapter 5
Discussion 28
Conclusions 30
Recommendations 31
Reference 32

The aim of this thesis is to get the A study to point toward role of packaging on consumer buying behavior. According to this research I have tried to find the positive relationship between independent variable and dependent variables. For collecting the data I have used the questionnaire, while for analysis I have used MS EXCEL SHEET. A sample of 100 consumers will be selected to test the reliability of the model. The significance of the study, its delimitation and limitations are discussed. The consumer buying behavior is dependent variable. The packaging is the most important factor. 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’ life style, 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 communication, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision. By this article we seek to reveal elements of package having the ultimate effect on consumer choice. Taking into consideration that package could be treated as a set of...

References: * WIKIPEDIA
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