Effects on Consumer Buying Behaviour with Respect to Packaging of the Product

Abstract

Packaging has become an important marketing tool that influences consumer perception and purchasing behaviour. This study examines the impact of packaging elements such as colour, design, typography, material, and labeling on consumer buying decisions. A quantitative research approach was adopted using primary data collected from 120 consumers through a structured questionnaire. Descriptive statistics, correlation analysis, regression analysis, and chi-square tests were used to analyze the data. The findings reveal that attractive packaging significantly enhances consumer attention and purchase intention, with visual appeal emerging as the most influential factor. However, packaging acts as a supporting factor alongside price, quality, and brand trust. The study concludes that effective packaging strategies can strengthen brand perception, improve customer engagement, and positively influence consumer buying behaviour.