Empirical Study on Packaging Factor Influencing Consumer Buying Decision in Confectionery Item

Abstract

Packaging has become a vital means for differentiating item and as well as attracting customer attention from other items. Packaging has become an important aspect in marketing and it is treated as one of the most influential factors concerning consumer purchase decision at the point of purchase. When consumer goes for shopping and search for the product information on the package, this can become relevant and useful information for the consumer which leads to buying decision of the product. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research helps to understand consumer buying behaviour in confectionery item and how packaging elements can affect buying decisions. The objective of this study is to determine role of packaging factor such as verbal and visual attributes on food packaging on consumer’s buying decision in confectionary items. The purpose of this research is to examine the essential factors, which are driving the success of a brand. 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 515 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 Graphics and Font Style, Colour, Shape, Size, Packaging Material and Information on the Package are all 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 consumer’s purchase decision.