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@article{174799,
        author = {Mitul Tarsariya and Pratham Thakkar},
        title = {A Study on    Impact of Packaging on Consumer Buying Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {728-742},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174799},
        abstract = {Packaging is more than just a protective layer—it plays a key role in shaping consumer decisions and brand perception. This study explores how different aspects of packaging, such as design, material, sustainability, and functionality, influence purchasing behavior. Through surveys, the research highlights that visually appealing packaging—especially color, typography, and overall design—grabs consumer attention and strengthens brand recognition.
The findings show that packaging materials impact how consumers perceive product quality, with sustainable options becoming increasingly popular. Features like resealability and user-friendly designs add convenience, making products more attractive for repeat purchases. Additionally, clear labeling builds trust, while poorly designed packaging can discourage buyers.
Young consumers, particularly those aged 18-25, are the most responsive to packaging aesthetics and sustainability efforts. Many associate premium packaging with better product quality and brand credibility. However, not all consumers are willing to pay extra for sustainable packaging, as affordability remains a key factor.
This study underscores the importance of packaging as a marketing tool and suggests that brands focus on eye-catching, functional, and eco-friendly designs to enhance customer engagement and loyalty.},
        keywords = {Consumer buying Behaviour, Product packaging, Brand perception, Visual appeal, Sustainable packaging, Eco-friendly materials, Packaging design, Consumer trust, Marketing strategy, Brand loyalty, Packaging functionality, Purchase decisions, Resealable packaging, Informative labelling, Young consumer preferences.},
        month = {March},
        }