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@article{186081,
        author = {Sneha Anna Abraham and Prof. Mr. Kishore Kumar},
        title = {IMPACT OF BRAND IMAGE AND PACKAGING DESIGN ON CONSUMER BUYING BEHAVIOUR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {210-215},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186081},
        abstract = {This study examines the impact of brand image and packaging design on consumer buying behaviour for products of Travancore Sugars and Chemicals Ltd. Using a cross-sectional survey design, data were collected from 100 consumers of TSCL products through a structured questionnaire that measured perceptions of brand image, packaging attributes (visibility, information, aesthetics, functionality) and purchase behaviour on Likert scales. Descriptive statistics, correlation analysis, and multiple regression were used to analyse the relationships between variables. Findings indicate that both brand image and packaging design have a statistically significant positive effect on purchase intention and actual buying behaviour, with brand image showing a stronger influence on consumer trust and perceived quality, while packaging design significantly affects impulse purchases and shelf appeal. The study highlights that attractive, informative and functional packaging reinforces a positive brand image and increases consumer preference for TSCL products. Managerial implications suggest that TSCL should invest strategically in cohesive brand-building and packaging improvements— particularly in visual appeal and information clarity—to boost market share. Limitations and suggestions for future research are discussed, including larger samples and experimental designs to test causal effects.},
        keywords = {Brand Image, Packaging Design, Consumer Buying Behaviour, Travancore Sugars and Chemicals Ltd., Marketing Strategies},
        month = {October},
        }