Role of Packaging in Influencing Consumer

Abstract:

This study examines the consumer behavior towards different types of packaging. The role of packaging in influencing consumer for buying. The research highlights various aspects of packaging which consumer seek and are influenced over it. This research paper will help in analyzing the attributes of packaging on which consumer are ready to pay more. Through this paper, awareness of people towards packaging types and its utilities can be seen.

Research Classification:

Research was made on sample of 138 people in various locations of Indore, India. Surveys containing set of 10 questions were asked from the respondents and the relative results were analyzed. This research has been an example of descriptive one as it displays accurate results of the person's behavior and response.

Finding:

The results show that there is partial awareness about the types of packaging amongst the consumer and there is significant role of packaging in influencing consumers to buy the product. The results also show that consumer are ready to pay more for quality packaging and attractive packaging.

Research Limitation:

A major limitation in the research has been the limited scope of the research and limited response rate.

Key words: Packaging attributes, extrinsic packaging, packaging influence.

Introduction

Packaging is a tangible medium of advertising which protects holds, preserves and identifies a product. Consumers increasing interest in packaging of products creates a new market for packaging of products. Growing anxiety of consumers towards extrinsic and intrinsic attributes of packaging proves that packaging, labeling, branding have a deciding role in purchasing of product. Both sensory and non sensory attributes plays influencing factor in buying decision of product. Packaging of a product creates an intrinsic feeling about the product quality. A good packaging may lead to positive feeling towards the product. Today the role of packaging is changing from the traditional one. Today packaging is considered as an important tool for communicating with consumer then a medium for storage of product. Taking the case with Apple incorporation, the company chooses packaging as their medium for promotion. They laid much emphasis on packaging of its laptop and phones, which resulted in great response from the people. Packaging not only is a medium of advertising but also gives an idea of the quantity and size of the product which may lead in to positive purchase motivations. Packaging creates an expectation of the product in the minds of consumer which leads them to purchase it. After the purchase of product, the sensory and hedonic expectations judge the product based