Impact of Product Packaging on Consumer Buying Decision

Abstract

Packaging is an integral part of any product that attracts consumer. Many firms have used packaging as a promotional tool in their marketing campaigns. Hence, this research aims to explore the key factors of packaging that influence consumers in Fast Moving Consumer Goods industry of Bangladesh. Data was collected via structured questionnaire from 338 respondents and analyzed using Statistical Package for the Social Sciences to evaluate the strength of hypothesized relationship, if any, among the constructs, which include Color of Packaging, Materials of Packaging, Attractiveness of Wrapping Design, Labeling, and Innovative Packaging as independent variables or predictors and Consumer Buying Decision as the dependent variable. The results provide enough evidence to support the hypothesized relationship and useful information for managers in formulating strategies to influence consumers regarding buying decision behavior.