A STUDY ON ROLE OF PACKAGING IN CONSUMER PURCHASING DECISION
Author(s):
Dr. Oshma Rosette Pinto, Mr. Ngawang Demey
Keywords:
Packaging, customers, marketing communication, factors, problems
Abstract
Earlier the role of packaging was to defend the product but now it is an important element for increasing sales, tool for marketing communication and attracting the customers. The Packaging is focused more on the customers preferences and tastes. The study focuses to understand the role of packaging in consumer purchase decision, to measure the factors attracting consumers towards packaging elements of the product and to identify the problems of packaging in consumer decision making process. The hypothesis is tested through statistical tools and collected data is interpreted through graphs.
Article Details
Unique Paper ID: 149920

Publication Volume & Issue: Volume 7, Issue 2

Page(s): 13 - 15
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