Author(s): M Manikandan and Kalaivani L

Abstract: Packaging is a critical element in the marketing mix, influencing consumer buying behavior through various attributes such as color, shape, material, and labeling. This study explores the impact of packaging attributes on consumer purchasing decisions across different product categories, with a focus on both planned and impulse buying. By systematically examining the relationship between specific packaging elements- such as visuals, text, and functionality and consumer behavior, the research seeks to identify the most influential factors that drive purchasing choices.The study also assesses how packaging design and material affect consumer perceptions of product quality, reliability, and premium value. Furthermore, it investigates the psychological and emotional responses that shapes consumer attitudes towards product. As sustainability becomes an increasing priority, the role of eco-friendly packaging in influencing the buying behavior of environmentally conscious consumers is also examined. Lastly, the research explores the influence of packaging on brand loyalty and repeat purchases, particularly in the consumer goods sector. Through surveys and analysis, the study aims to provide insights that can help businesses leverage packaging as a strategic too to attract and retain consumers, enhance product perception, and boost sales. The findings offer practical implications for marketers, packaging designers, and businesses seeking to enhance their packaging strategies.

DOI: 10.22271/27891607.2024.v4.i2d.239

Pages: 281-287 | Views: 76 | Downloads: 37

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