Impact of Product Packaging on Consumers Buying Behavior

Abstract: The objective of this study is to determine role of packaging on consumers

buying behavior. The purpose of this research is to examine the essential factors, which are
driving the success of a brand. This research also identified the relationship between the
dependent and independent variables. This is the primary research and data has been
collected through questionnaire and for analysis purpose SPSS software has been used. In
this study samples of 150 respondents has been collected and tested the reliability of the
model. According to the finding of the research study, it has been observed that the
packaging is the most important factor. It is further concluded that the packaging elements
like its Colour, Packaging material, Design of Wrapper and innovation are more important
factors when consumers making any buying decision. Finally it has also been concluded
that the Packaging is one of the most important and powerful factor, which influences
consumers purchase decision.

Key Words: Packaging, Buying behavior, Purchase decision, independent & dependent
variables

1. INTRODUCTION
Packaging is the activities of designing and producing containers or Wrappers for a
Product. Like other brand elements,
Past History, Packages have a long history. Early humans used leaves and animal skin to
cover and carry food and water. Glass containers first appear in Egypt as early as 2000
B.C. Latter, the French emperor Napoleon awarded 12000 francs to the winner of a contest
to find a better way to preserve food, leading to the first crude method of vacuum-packaging
now,
In 21st Century being marketer must choose the aesthetic and functional
components of packaging perfectly to achieve marketing objectives and meet costumers
needs. Aesthetic Considerations govern a packages Size and shape, material, Color, text,
and Graphics. Conveys elaborate and colorful messages on the package at the moment of
truth-the point of purchase packaging has become itself a sales promotion tool for the
organizations. The consumers buying behavior also stimulated by the packaging quality,
color, wrapper, and other characteristics of packaging. Packaging is a whole package that
becomes an ultimate selling proposition, which stimulates impulse buying behavior.
Packaging increases sales and market share and reduces market and promotional costs.
According to Rundh (2005) package appeals consumers attentiveness towards a certain
brand, increases its image, and stimulates consumers perceptions about product.
Furthermore, packaging conveys distinctive value to products (Underwood, 2003; Silayoi, &
Speece, 2007), packaging works as an instrument for

Differentiation, and helps consumers to decide the product from wide range of parallel
products, packaging also stimulates customers buying behavior (Wells, Farley &
Armstrong, 2007).
Previous researches show that there is no agreement on overall classification of
packaging material and package elements. There is also disagreement regarding the
methods of package impact on consumers buying behavior decision. Several researchers
attempt to examine all potential elements of packaging and their effect on consumers
buying decision (Butkeviciene, Stravinskiene, & Rutelione, 2008), however others focus on
distinct elements of packaging and their influence on consumer purchasing behavior
(Ampuero & Vila, 2006; Madden, Hewett, & Roth, M, 2000; Underwood, Klein, & Burke,
2001; Bloch, 1995). Furthermore, some researchers explore the impact of packaging and its
features on consumers whole purchase decision (Underwood, Klein, & Burke, 2001),
whereas, some others on each step of consumers decision making process
(Butkeviciene, Stravinskiene, & Rutelione, 2008).
Brand image and advertisement have strong positive influence and significant
relationship with Consumers buying behavior. People perceive the brand image with
positive attitude. Study depicted that teenagers in Gujranwala are more conscious about
their social status so they prefer branded products and advertisement affects on their
Consumer Buying Behaviour positively (Malik, Ghafoor, Iqbal, Ali, Hunbal, Noman, and
Ahmed, 2013).
The purpose of this research is constructed on hypothetical analysis of packaging
components and their influence on consumers buying behavior decision. This empirical
study uncovers the features, which are having the eventual influence on consumers choice,
when multiple and different choices are available.

WHAT IS CONSUMER BUYING BEHAVIOR?

The buying behavior of a consumer is the decision processes as well as the actions the
consumer takes in buying and using products. Whether or not the consumer realizes it,
there is far more that goes into the buying process than simply driving to the store and
picking something off the shelf. There are mental and social processes that consumers go
through that proceed the actual act of purchasing.
Kotler and Keller (2011) point out that understanding how the consumer chooses products
and consumers can provide manufacturers with a competitive advantage over competitors.
Companies can use this information strategically in order to offer the right products and
services at the right time to the right audiences.

SIX STAGES OF THE CONSUMER BUYING PROCESS

PROBLEM RECOGNITION
In this initial stage, consumers are made aware of a need or desire. Its important to note
the difference between a desire, where the consumer simply wants something, versus an
actual condition, such as experiencing hunger. Marketers can use advertising and
newsletters to share information on products and services that can stimulate this stage.

INFORMATION SEARCH

This can be a two part process. Initially the consumer will do an internal search of his own
memory. If he doesnt know anything about the product or if he desires more information, he
may then proceed with an external search. Often the external search begins with word of
mouth by speaking to friends and family members. Social media has made this process
even easier, since consumers can perform a large survey of friends or followers to
procure feedback on a product.

EVALUATION OF ALTERNATIVES
As with the information search, the internet and search engines have made evaluating
alternatives easier than ever before. In this stage customers evaluate different brands and
products on the basis of which best meets the consumers needs. During this stage the
consumer also establishes what other factors, like price and quantity, are important.

PURCHASE DECISION
Some researchers combine the purchase decision and purchase into one stage of the
purchase process. However, the two are not necessarily one and the same. Even after
making the decision to purchase, the consumer can still be thrown off course by other
factors before purchasing. For example, the quality of a shopping experience may impede
the shoppers ability to successfully make a purchase. The availability of a promotion or lack
thereof or a poor return policy are also factors that can dissuade a consumer from following
with the purchase decision. If the consumer is in a retail environment with similar products
side-by-side with the product they intent to purchase, eye-catching packaging and labels
paired with a better price could easily sway the decision.

PURCHASE
The final step in the process is the purchase, which may or may not differ from the purchase
decision.

CONSUMER BUYING BEHAVIOR

The types of consumer buying behavior are determined by the level of involvement in the
purchase decision, which is directly influenced by the level of need and the intensity of
interest in a particular product. High involvement purchases include pricier items like
cars, property, high priced goods, and products that are highly visible to others. Consumers
are also more involved in purchases that involve greater risk, whether it is personal, social
or economic risk.

FOUR TYPES OF CONSUMER BUYING BEHAVIOR

ROUTINE RESPONSE BEHAVIOR
This type of buying behavior is used for the frequently purchased items like groceries.

Consumers have low involvement with these low-cost items and do not search extensively
for information. They are purchased almost automatically, which is why this type of
consumer buying behavior is also known as programmed response behavior or habitual
buying behavior.

LIMITED DECISION MAKING

This type of buying behavior occurs for products bought only occasionally, such as clothing.
The consumer may or may not have to do an external information search. For some
purchases, this behavior could potentially require a moderate amount of time to gather
information.

EXTENSIVE DECISION MAKING

This type of buying behavior is also known as the complex buying produces, because the
consumer is highly involved in the buying process and spends significant time collecting
information about the product. In this case, the consumer is typically unfamiliar with the
product and it is an expensive and/or risky purchase. Some examples include homes, cars,
computers, or even education. In this case the consumer goes through all six stages of the
buying process.

IMPULSE BUYING
This type of buying behavior is typically for low-cost items and doesnt involve any
conscious planning. Eye-catching packaging in a retail store will often compel a shopper to
make an impulse purchase in order to try the product. Interestingly enough, the impulse
buying process is not as simple as it sounds. There are multiple dimensions within the
impulse buying behavior pattern:

1) The spontaneous urge to buy: in most cases this is when the person experiences an
unexpected desire to buy in response to an advertisement.
2) Power and compulsion: occurs when, after encountering the product, the consumer
feels an urgent desire to purchase.
3) Excitement: occurs when the consumer encounters a product that evokes feelings of
happiness or excitement.
4) Synchronicity: when the consumer feels instant compatibility with a product, as if it
was a miracle that he or she was at the right place and right time to have
encountered the product.
5) Product animation: where each product has its own mysterious appeal.
6) Hedonic elements: occurs when purchasing the product produces positive or
negative emotions, such as satisfaction or guilt.
7) Conflict: refers to the emotional conflict within the buyer as a result of unplanned
purchases.
8) Disregard for consequence: on this occasion, the strong urge to purchase causes
consumers to disregard the consequences.

FACTORS INFLUENCING CONSUMER BEHAVIOR

There are both internal and external factors that influence consumer buying behavior.

INTERNAL FACTORS
PERCEPTION
Perception is the process of filtering information to produce meaning and make sense out of
it. Its important to note, however, that while this becomes our reality, it isnt necessarily an
accurate reflection of whats real. During the average 30 minute shopping trip, consumers
are exposed to 20,000 different products, most of which they have no direct knowledge of.
Instead, they interpret the information and form opinions based on the knowledge they have
retained from previous experiences with like products.

KNOWLEDGE
Learning new information about a product or even type of product can quickly change
buying behavior. It may be necessary for marketers to use advertising and packaging or
even give away product samples in order to alter consumer beliefs and educate them.

ATTITUDES
Attitude refers to what a person feels about something and is reflected in the way that
person acts based on those beliefs. If a consumer has a negative attitude about a product, it
can be very difficult to get him or her to change that opinion

PERSONALITY
Personality refers to all the internal traits and behaviors that make a person unique. Its
important to note that the way people view themselves, the self concept, it not necessarily
the same as the way others view them. Marketers must recognize that
consumers make purchase decisions to support their self concept, which could expand the
target audience for a product.

LIFESTYLE
This factor refers to the activities we engage in and the things that interest us, which
influences how we spend our time and money. Today, lifestyles are shifting towards
personal independence and a healthier, more holistic lifestyle.

MOTIVATION
This factor refers to our desire to achieve a particular outcome, and effects how much effort
the consumer puts into making the decision.

EXTERNAL INFLUENCES
Consumer purchase behavior is heavily influenced by our family, friends, social class and
culture.

CULTURE
This refers to the way our behaviors and purchasing decisions are influenced by our

interactions with and observations of our own society. Culture strongly influences what
people eat, wear and travel. Americans, in particular, value good health, individualism,
education and freedom.

PACKAGING AS AN INFLUENCING FACTOR

According to a study published by researchers at the University of Miami and California
Institute of Technology, packaging has a proven and important influence on the consumer
purchasing decision in a retail environment. Researchers proved that aesthetic aspects like
color, brightness and typography influences where the shoppers eyes land on the shelves.
The consumer takes more time to look closely at these products and the packaging, which,
in turn, directly influences whether or not he buys the product or selects another brand.
According to Milica Mormann, one of the authors of the study, the big idea here is that
perceptual processes happen in the brain in parallel with economic value computations and
thus influence how economic decisions are made.

PACKAGING ELEMENTS
According to Nilson and Ostrom (2005), the product packaging design includes the brand
name, color, typography and images, all of which influence how quickly and easily a product
catches the eye.
The visual elements of packaging have a stronger influence on the purchasing when
consumers have low involvement in the purchase, in other words, when the product is of
low risk and less expensive. They also have a strong impact on impulse purchases.
Its important to note that because of the number of people in and out of stores every day,
packaging has a far better reach than advertising and that it can used to set a brand apart
from its competitors. It also reinforces the purchase decision every time a product is used,
not just at the point of purchase.

COLOR
Brands can use color in their packaging and product labels to set certain moods and draw
the eye, as it has the ability to evoke different emotions or send messages about the brand.
Blue, for example, can be used to evoke feelings of trust. On the other hand, brands can
use bright colors like yellow and orange to help the product stand out and show that the
company and products are fun.

QUALITY OF PACKAGING MATERIAL

When choosing between multiple products, particularly when the consumer is more involved
in the process, he will often choose the higher priced item because the higher price implies
higher quality. The same is true of packaging material. High quality packaging and labels
will influence the consumer to purchase more often than low quality packaging and labels.

INNOVATION
An innovatively designed wrapper or container can have a large impact on whether or not a
product is noticed on store shelves. Packaging features include environmentally friendly
packaging, portion controlled packaging, tamper-proofing, child-proofing, easy-carry, or
packaging that is not easily breakable

FONT STYLE
The most effective packaging designs have attractive, innovative font styles.

PRINTED INFORMATION
The labels are essential, since they convey important information like marketing messaging
as well as ingredients or materials used to make the product. The labels also establish
brand identity and enhance name recognition.

CHANGES IN CONSUMER BUYING BEHAVIOR

ENVIRONMENTALLY CONSCIOUS
One of the largest shifts in our culture that affects packaging is the desire for more
environmentally friendly packaging. Many consumers today are willing to pay higher prices
for products that are environmentally friendly or made from recycled materials.
According to Mostafa (2007), green purchase behavior refers to the way consumers are
more concerned with purchasing products that are friendly to the environment, recyclable or
responsive to ecological concerns. Clem (2008) explains that the trend of going green
reflects a social consciousness around saving and protecting the Earths natural resources.

MULTIPLICITY
Another shift in buyer expectations is the way consumers expect products and services to
interact with all of their senses, where they feel they are an active participant rather than
just an onlooker.

HYPER EFFICIENCY
Recognizing how limited sources are, consumers are demanding smarter and more efficient
ways to solve problems like staying fit or a lack of space.

ESCAPE
In a technologically advanced world where we are on more than ever before, consumers
are seeking products and experiences that will help them let go and escape their
responsibilities.
MINDFULNESS
Consumers are looking for more depth and meaning in their lives than ever before, which
means more leisure time and disposable income will be spent on self-development products

and activities.

SUPER-PERSONALIZED
Advances in technology allow products to read consumers and give them what they want.
The consumers, in turn, have come to expect this type of super-personalization.

1.1.

Objectives of the Study

a.
b.
c.
d.

1.2.

To Find Out the effect of packaging on the buying behavior decision.

To check the effect of packaging elements on the buying behavior.
To measure the relative impact of each packaging element on the consumer.
To identify the elements, which should be highlighted while design the
packaging.

Research Question
Does packaging play role on consumer buying behavior decision?

2. Previous Research
Packaging acts multidimensional functions. It offers knowledge about the product
and organization, a technique to communicate with consumers and safeguard to the quality
of product (Silayoi & Speece, 2007). According to Rita Kuvykaite1 (2009) the study reveals
the self-service and changing consumers lifestyle having the ultimate effect on consumer
choice. Increase in impulse buying behavior labeling is also communicating to the customer.
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 dont have a positive relation with purchase
decision, brand attachment has a moderate positive relation with purchase decision and
environmental effects but dont 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 some
other factors also, which influence the consumer buying behavior (Saeed, Lodhi, Rauf,
Rana, Mahmood & Ahmed, 2013).
In recent times, people are becoming more concerned towards green purchasing
because of a grown consciousness for environmental protection. Green purchasing is
essentially the act of buying environmental friendly products. The research model in this
study examines the consequences of predictor variables (environmental concern,
organizational green image and environmental knowledge) upon criterion variable (green
purchase intention) with the moderating effect of perceived product price and quality
(Underwood, 2003; Rettie & Brewer, 2000; Barber, Almanza, & Donovan, 2006). Adelina &
Morgan (2007) conclude that Packaging could be treated as one of the most valuable tool in
todays marketing communications; Packaging has an important impact on consumers
buying behavior. The impact of packaging and its elements can impact the consumers
purchase decision.

According to Karbasivar & Yarahmadi (2011), more apparel impulse buying and
promotional approaches (cash discount) usage between sample, as well as in-store form
display (window display) has important role to encourage consumers to buying impulse.
They can gift complementary products to encourage consumer to buying impulse. Also
sealers can increase apparel impulse buying with decorating their stores in modern style
and use attractive lights and colours. The result of the study proves that there is a pivotal
relationship between window display, credit card, promotional activities (discount, free
product) and consumer impulse buying behaviour (Alice, 2006).
According to Erzsebet & Zoltan (2007) both the qualitative and quantitative research
showed that respondents adopted similar risk reduction strategies in their purchase of baby
care products. This research investigated consumer perceptions and buying behavior of
baby care products. The results of the primary research showed that consumers needs
satisfied with the product in terms of reliability and performance and packaging.
According to Butkeviciene, Stravinskiene and A. Rutelione (2008), impulse buying is
indeed a relevant factor in CE retailing, thus justifying the use of sales packaging. However,
optimization is still important. From an economical and environmental perspective it is very
costly to apply sales packaging (with additional material use and transport volume) to
products that do not need them, or to apply them in an ineffective way.
Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2011), integrate the brand
image, brand attachment and environmental effects and their impact on consumer purchase
decision. Results elaborates that brand image dont have a positive relation with purchase
decision, brand attachment has a moderate positive relation with purchase decision and
environmental effects but dont have a positive relation with purchase decision.

3. RESEARCH METHODOLOGY
3.1. Theoretical Framework
The theoretical framework between independent and dependent variables can be
expressed as follows:

Independent Variable
Packaging Color
Packaging Material
Design of Wrapper
Innovation

Dependent Variable

Consumers Buying Behavior

3.1.1. Independent Variable

Packaging color
Color plays an important role in a potential customers decision-making process,
certain colors set different moods and can help to draw attention.

Packaging Material
Any material used especially to protect something- packing, wadding. Consumer can
change its decision regarding Packaging material. High quality Packaging attract
consumer then low quality Packaging. So packaging material has strong impact on
buying behavior.

Design of wrapper
The overall design also plays a vital role in attracting the consumer. Mostly the
children of 10-18 years are so sensitive to the design of wrapper. The companies try
their best to create attractive design of packaging.

Innovation

Innovative packaging may actually add value to the product if it meets a consumer
need such as portion control, recyclability, tamper-proofing, child-proofing, easyopen, easy-store, easy-carry, and non breakability.

3.1.2. Dependent Variable

Consumer Buying Behavior

3.2. Tools of Data Collection:

In order to find data on role of packaging on consumer buying behavior, we will
collect data on four variables: The first benefit to use questionnaire technique is that result.

3.3. Sampling Technique & Sample

The population of my study will be students and educational institutions of Karachi in
which the sample size of 150 students will be taken for conducting the study by using
simple random sampling in order to generalize the finding in the particular sector.

3.4. Measures
There were at least 13 questions in the survey obtaining data for one variable and
some questions were directly obtaining with no complications. Measure for each variable is
defined below:
Each variable was measure by asking the seven questions by using the 5-points itemized
rating type scale ranging from (1) strongly disagrees to (5) strongly agree.

3.5. 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 use 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).

3.5.1. Descriptive analysis

It is used first techniques for generating result is descriptive statistics. It shows
minimum, maximum, and mean values of data.

3.5.2. Correlation
The Pearson's correlation is used to find a correlation between at least two
continuous variables. The value for a Pearson's can fall between 0.00 (no correlation) and

1.00 (perfect

correlation). Other factors such as group size will determine if the correlation is significant.
Generally, correlations above 0.80 are considered pretty high.

4. DATA ANALYSIS & FINDINGS

4.1. Descriptive Analysis
The results of descriptive analysis show as follows:
Table: 1
Descriptive Statistics (Buying Behavior)
N
Buying Behavior
Valid N (list-wise)

Minimum

150

Maximum

Mean

Std. Deviation

3.74

0.931

In the above table 1 the minimum values, maximum values, mean values and the
values of standard deviation of dependent Variable have been shown. Mean value
provides the idea about the central tendency of the values of a variable. Number of
observations of each variable is 150. Standard deviation and the extreme values (minimum
in comparison to Maximum value) give the idea about the dispersion of the values of a
variable from its mean value. The Minimum value is 1 while Maximum value is 5. The
Mean value is 3.74 with standard deviation of 0.931.

Table: 2
Descriptive Statistics (Packaging Color)
N
Packing Color
Valid N (list-wise)

150

Minimum
1

Maximum

Mean

Std. Deviation

3.65

0.944

In the above table 2 the minimum values is 1, maximum values 5, and mean values
3.65 while the values of standard deviation is 0.944. Mean value provides the idea about
the central tendency of the values of a variable. Number of observations of each variable is
150.
Table: 3

Descriptive Statistics (Quality Packing)

Quality Packing
Valid N (list-wise)

N
150

Minimum
1

Maximum
5

Mean

Std. Deviation

3.75

0.925

The above table 3 the minimum value of 1 and maximum value of 5. The values can be deviated

by 0.925, which means that the mean value can varied by +0.925 or - 0.925. The mean value is 3.75.

Table: 4
Descriptive Statistics (Wrapper Design)
N
Wrapper Design
Valid N (list-wise)

Minimum

150

Maximum
5

Mean

Std. Deviation

3.69

0.897

In the above table 4 the minimum values is 1, maximum values 5, and mean value
is 3.69 whereas, the values of standard deviation is 0.897. Mean value provides the idea
about the central tendency of the values of a variable

Table: 5
Descriptive Statistics (Packing Innovation)
N
Packing Innovation
Valid N (list-wise)

150

Minimum
1

Maximum
5

Mean

Std. Deviation

3.65

0.965

In the above table 5 the minimum values is 1, maximum values 5, and mean value
is 3.65 whereas, the values of standard deviation is 0.965. Mean value provides the idea
about the central tendency of the values of a variable.

4.2. Pearson Correlation

4.2.1. Hypothesis: 1
H1: there is relationship between Buying Behavior and Packing color

Table: 6
Correlation b/w Buying Behavior & Packing Color

Buying Behavior
Packing Color

N
Pearson
Correlation
Sig. (2-tailed) N
Pearson
Correlation
Sig. (2-tailed) N

Buying
Behavior

Packing
Color

1
150

0.589
0.000149

0.589
0.000149

1
150

**. Correlation is significant at the 0.01 level (2-tailed)

Table 6 represents the table of correlations. Where two variables buying behavior
and Packing color are positively correlated (r= 0.589, p = 0.000149). There is moderate
relation between these two variables, which is significant. So Hypothesis is accepted. So
we can say that the attractive packaging color can attract consumer. Consumer likes the
colored packaging. It also implies that using attractive colors in packaging we can grab
customer attention.

4.2.2. Hypothesis: 2
H2: there is relationship between Buying Behavior and Quality of Packing.

Table: 7
Correlations b/w Buying Behavior & Quality Packing

Buying Behavior
Quality Packing

N
Pearson
Correlation
Sig. (2-tailed) N
Pearson
Correlation
Sig. (2-tailed) N

Buying
Behavior

Quality
Packing

1
150

0.539
0.000145

0.539
0.000145

1
150

**. Correlation is significant at the 0.01 level (2-tailed)

Table 7 represents the table of correlations. Where two variables buying behavior and Quality of
Packing are positively correlated (r= 0.539, p = 0.000145). There is moderate relation between

these two variables, which is significant, So, H2 cannot reject. The result is clears that the
consumer also evaluates the products on the behalf of its packaging quality. Customer proffers

the better quality of package.

4.2.3. Hypothesis: 3

H3: there is relationship between Buying Behavior and Wrapper Design.

Table: 8
Correlations b/w Buying Behavior & Wrapper Design

Buying Behavior
Wrapper Design

N
Pearson
Correlation
Sig. (2-tailed) N
Pearson
Correlation
Sig. (2-tailed) N

Buying
Behavior

Wrapper
Design

1
150

0.421
0.000149

0.421
0.000149

1
150

**. Correlation is significant at the 0.01 level (2-tailed).

Table 8 represents the table of correlations. Where two variables buying behavior and
Wrapper Design are positively correlated (r= 0.421, p = 0.000149). There is moderate
relation between these two variables, which is significant. Therefore, Hypothesis: H3 is
accepted.

4.2.4. Hypothesis: 4
H4: there is relationship between Buying Behavior and Packing Innovation.

Table: 9
Correlations b/w Buying Behavior & Packing Innovation

Buying Behavior
Packing
Innovation

N
Pearson
Correlation
Sig. (2-tailed) N
Pearson
Correlation
Sig. (2-tailed) N

Buying
Behavior

Packing
Innovation

1
150

0.554
0.000145

0.554
0.000145

1
150

**. Correlation is significant at the 0.01 level (2-ailed).

Table 9 represents the table of correlations between two variables buying behavior and
Innovation, which is positively correlated (r= 0.554, p = 0.000145). There is moderate relation
between these two variables, which is significant. So, there is a significant relationship between
Buying Behavior and Packing Innovation.

5. CONCLUSION & RECOMMENDATION

5.1. Conclusion
Results of research study regarding the role of packaging on consumers buying
behavior stipulated following conclusions:
Packaging could be treated as one of the most valuable tool in todays marketing
communications, necessitating more detail analysis of its elements and an impact of
those elements on consumers 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 consumers attention and interest. Besides each elements single function, we
think that a good combination of these elements may lead the product more eye-catching and
attractive.

Analyzing an importance of its separate elements for consumers choice reveals the
impact of packaging and its elements on consumers purchase decision. For this
purpose main packages elements has been identified: graphic, color, size, form, and
material of packaging are considered, wrapper design, innovation while product
information, producer, country-of-origin and brand are considered as important ones.
Moreover, the impact of package elements on consumers purchase decisions has been
evaluated, and it is concluded that it depends on the consumers involvement level, time
pressure or individual characteristics of consumers.
It has been Empirically tested the proposed research model, package elements, which
are having the ultimate effect on consumer choice; 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, product information
is also the main verbal elements 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 have relatively stronger influence on consumers purchasing
behavior when they are in the level of low involvement, in contrary to those who are in the
level of high involvement.

Packaging has a better reach than advertising does, and can set a brand apart from its
competitors. It promotes and reinforces the purchase decision not only at the point of
purchase, but also every time the product is 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 childrens
products).
This Research has found that different packaging cues impact and` how a product is perceived.
Often the packaging is perceived to be part of the product and it can be difficult for consumers
to separate the two (the concept of gestalt). Aspects

such as packaging color, typography, illustrations and graphics can influence how a
product is perceived.
According to this research, it is concluded that most consumers like the product quality
after they purchased their desired packaged product. Based on those facts, we cannot
say there is a 100% equal relationship between good package and good product
quality, but there is a positive thinking and trend about well-designed package shows
high product quality.
As a matter of fact, people are becoming more and more demanding; packaging has
been gradually shown its important role in a way to serve consumers by providing
information and delivering functions. With its different functionality to ease and to
communicate with consumers, there is no doubt about increasingly important role of
packaging as a strategic tool to attract consumers attention and their perception on the
product quality.
New product manufacturers mostly use the labels in their products. Basically they
describe that when made it, where it was made, how it was made, what it contains,
how to use it etc. Furthermore, they believe that labels to use the products properly
guide the consumers. The information given in the label and its value have to be
highlighted while promoting the product in the market. It must also be more useful
technique
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