Role of packaging in consumer buying behavior

Now, 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.

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.

H1: Packaging color has an impact on the buying behavior of consumers.

H2: Labeling has significant importance on the buying behavior of consumers.
H3: Quality of packaging material has significant impact on the buying behavior of
consumers.

H4: Design of wrapper has significant impact on the buying behavior of consumers.
H5: Printed information facilitates the buying behavior of consumers.
3% 11%
13%
38%
33%
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
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H6:.The language used on the package influences consumer behavior during the
buying process

H7: Brand image has a significant impact on buying behavior of consumers

H8: Innovation and practicality influences the buying behavior.
H9: The quality of packaging is related with the price of the product.

Objectives of packaging
Packaging and package labeling have several objectives:

Physical Protection Protection of the objects enclosed in the package from

shock, vibration,
compression, temperature, etc.

Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

Containment or Agglomeration - Small objects are typically grouped

together in one package for transport and handling efficiency. Alternatively, bulk
Commodities (such as salt) can be divided into
packages that are a more suitable Size for individual households.
Information transmission - Information on how to use, transport, recycle, or
Dispose of the package
Role of Packaging on Consumer Buying Behavior Patan District
53Global Journal of Management and Business Research Volume XII Issue X Version I
2012 June
2012 Global Journals Inc. (US)
or product is often contained on the package or
labe

Reducing theft - Packaging that cannot be re-closed

or gets physically damaged

(Shows signs of opening) is helpful in the prevention
of theft. Packages also Provide opportunities to
include anti-theft devices.
Convenience - features which add convenience in distribution, handling,
display, Sale, opening, reclosing, use, and re-use.
Marketing - The packaging and labels can be used by marketers to encourage
Potential buyers to purchase the product. Packaging may be looked at as several
different types. For example a transport package or distribution package can be the
shipping container used to ship, store, and handle the product or inner packages.
Some identify a consumer package as one which is directed toward a consumer or
household.

Packaging may be discussed in relation to the type of product

being packaged:
medical device packaging, bulk chemical packaging, over-the-counter drug
packaging, retail food packaging, military material packaging, pharmaceutical
packaging, etc.
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