(PDF) Effect of Product Packaging in Consumer Buying Decision

Running head: THE EFFECT OF PACKAGING ON CONSUMER PERCEPTION
THE EFFECT OF PACKAGING ON CONSUMER PERCEPTION
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THE EFFECT OF PACKAGING ON CONSUMER PERCEPTION
Acknowledgement
I take this excellent opportunity to thank all my mentors who have provided immense support
and venerated guidance throughout the course of my assignment. I express my sincere thanks
and gratitude to all of them for helping me out to understand the subject.

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THE EFFECT OF PACKAGING ON CONSUMER PERCEPTION
Abstract
The purpose of this report is to explore the impact as well as influence of product packaging
on consumer buying behaviour, which involves the perceptions and purpose of the
consumers. This report further tries to observe how several factors play a role in the decision
making process of consumers while purchasing a product. However, the consumer behaviour
is immensely dependable on the packaging and characteristics of the products. Thus,
packaging plays a vital role in this process. The elements related to packaging involves the
colour of the packaging, the material used for it, graphic design, information about the
product and several other details related to the product and the company. The expanding
trend of self-service and shifting consumer lifestyle, formulates packaging as a tool to
enhance the sales promotion and further act as a stimulator of purchase behaviour. Thus,
packaging acts as a significant tool in the field of marketing communication.
Key words: Consumer behaviour, Marketing Mix, Packaging

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THE EFFECT OF PACKAGING ON CONSUMER PERCEPTION
Table of Contents
Introduction................................................................................................................................4
Background................................................................................................................................4
Body of Report...........................................................................................................................5
Evaluation and Discussion.........................................................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9