IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOR: A STUDY MADE ON MILLENNIAL OF KARACHI

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Volume 15 Issue 2 2019

Author(s):

Muhammad Ahmed Soofi Desai
Sindh Madressatul Islam University
desaimohammadsufi@gmail.com

Mohammad Fazal Qureshi
ILMA University
fazalqureshi502@gmail.com

Shaista Fazal
ILMA University
shaista70@gmail.com

Abstract The aim of this research is to identify the relation of product packaging on consumer’s buying behavior of millennial of Karachi. The objective of this research is to add information in the existing research work which is done in packaging and how it influences the purchase behavior and then decision of the millennial of Karachi. The purpose of the research is to study those factors that can be use by the companies for driving the success of packaging style. This study will also explore the relations between different variables of packaging with consumer behavior. The dependent variable here in the study is consumer buying behavior while about five independent variables also used. This research is the brief overview of some important factors that can influence the purchase decision. The data used in the research is primary that will be collected from the millennial of Karachi through questionnaires (instruments) and then analyzed on SPSS software. The sample size is 311 which are aged between 15 and 40. After analyzing the data, the observations indicate that how much packaging is one of the most important factors for product that can influence the buying behavior especially of millennial. The changing trend and consumer’s life style pattern is increasing the influence in packaging. The color, material of packaging, wrapper design and innovation also played an important role in consumer’s purchase decision. Nowadays, the packaging color and design is also used as a medium of communicating the message to consumer. In last, the implication of the study with some future recommendations and research limitation with future gap has also been provided for exploring the new concept in the topic.
Keywords Product color, packaging, Material, Size, Innovation, Label and Consumer Behavior
Year 2019
Volume 15
Issue 2
Type Research paper, manuscript, article
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification -
DOI https://doi.org/10.46745/ilma.ibtjbs.2019.152.08
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2415-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.2/8.pdf