High Impact Factor : 4.396 icon | Submit Manuscript Online icon |

Impact of Packaging Strategies on Consumer Purchase Behaviour: A Study on FMCG Products


Maloth Naresh Naik , Research scholar, Dept. Business management, Osmania University; Dr. Rambabu Lavuri , PDF,Dept. Business management, Osmania University


Consumer, Packaging, Perception, Buying Behaviour, Packaging Strategies


The main purpose of this research paper is to explore the consumer perception, and impact of packaging strategies with respect of buying behaviour of consumers. Packaging is playing a vital role to communicate the final consumers with proper information. Packaging not only protects items, it carries the proper matter about the company product. So companies in order to create the right packaging for their products, they must understand the consumer buying process and understand the impact of packaging strategies on consumer buying behaviour. The prevailing research paper examine focuses on consumer perception about packaging techniques and the impact of packaging strategies on buy notion of customers with regard FMCG merchandise, in which in the scope of study changed into limited to Hyderabad town. A shape questionnaire was used to degree the effect of packaging strategies and each age of the man or woman changed into cantered in this research study for to get the purchase behaviour of customer in the direction of FMCG with decided on products, with pattern size 825 respondents and examined through descriptive information, chances, ANOVA, correlation by means of the usage of SPSS 20.0 version. The end result of the look at showed that According through respected hypothesis, HO1 reveals there is a statistical significance of consumer perception with regards to FMCG packaging strategies, consumer perception variable like "product convenient to use" is not statistically significant, and followed with H02, there is a significance impact of FMCG packaging strategies on the consumer buying behaviour, but variable like small sachet packaging and colour packaging are not significant with consumer buying behaviour.

Other Details

Paper ID: IJSRDV7I30326
Published in: Volume : 7, Issue : 3
Publication Date: 01/06/2019
Page(s): 323-332

Article Preview

Download Article