IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOR: A STUDY MADE ON MILLENNIAL OF KARACHI
Download| Volume 15 Issue 2 2019 | |
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| Author(s): |
Muhammad Ahmed Soofi Desai
Mohammad Fazal Qureshi
Shaista Fazal
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| Abstract | The aim of this research is to identify the relation of product packaging on consumer’s buying behavior of millennials 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 the decision of the millennial of Karachi. The purpose of the research is to study those factors that can be used 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 were also used. This research is a 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 a product that can influence the buying behavior, especially of millennials. The changing trend and consumer’s lifestyle pattern are increasing the influence in packaging. The color, material of packaging, wrapper design, and innovation also played an important role in consumer’s purchase decisions. Nowadays, the packaging color and design are also used as a medium of communicating the message to the consumer. In last, the implication of the study with some future recommendations and research limitations with future gaps 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 | Full Length Paper |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | D11, D12, D19, L68 | DOI | http://dx.doi.org/10.46745/ilma.jbs.2019.15.02.08 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Type of Review | Double Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.2/8.pdf | Page | 109-123 | References | Aaker, D. A., 1991, Managing Brand Equity, New York: The Free Press. Aaker, D.A., 1996, ‘Measuring brand equity across products and markets’, California Management Review 38(3), 102−121. http://dx.doi.org/10.2307/41165845. Adam A.M. & Ali. K., (2014), “Impact of Packaging Elements of Packaged Milk on Consumer Buying Behavior”, International Conference of Marketing, IBAICM 2014. 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