DECLARATION

We hereby declare that the submitted research report titled “Role of Packaging on
Consumer Buying Behavior” is our original work and therefore it contains no
content previously published or authored by any person, to the best of our
knowledge and understanding. The information acquired from the literature has
been appropriately acknowledged in the text, and a list of references is provided,
and we take full responsibility, that if in future, the paper is found invalid
according to basic rules, the last decision will be of the authorities concerned.

Guru Prasad
Mehak Yadav
Ruchira Pal
Simran Agrawal Date: 26-05-2022
Sowrav

CERTIFICATE

This is to certify that the consumer research on the topic “Role of Packaging on
Consumer Buying Behavior” submitted by students of MFM (2021-23), NIFT
Bhopal, is an outcome of our independent and original work under the guidance of
Dr Rajdeep Khanuja and Ms Chetna Patiyal. We have duly acknowledged all the
sources from which the ideas and extracts have been taken. The research is free
from any plagiarism and has not been submitted elsewhere for publication.

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SIGNATURE

ACKNOWLEDGEMENT

We are overwhelmed in all humbleness and gratefulness to acknowledge our depth

to all those who have helped us to put these ideas, well above the level of
simplicity and into something concrete and would like to express our special
thanks of gratitude to our teacher Dr Rajdeep Khannuja as well as Ms Chetna
Patiyal, who gave us the golden opportunity to do this wonderful research project
on the topic “Role of Packaging in Consumer Buying Behaviour”, which also
helped us explore many different topics and fields of study through which we came
to know about so many new things that we are really thankful to them. They have
been a tremendous mentor and guiding support for us and have always encouraged
our research and allowed us to grow individually as well.

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Also, we would like to thank our parents, friends, and acquaintances who helped us
a lot in finalizing this research within the limited time frame.

Thanking you

Masters in Fashion Management (2021-23)

Group 5 members:
Guru Prasad
Mehak Yadav
Ruchira Pal
Simran Agrawal
Sowrav

ABSTRACT

The garment industry has always needed unique and appealing packaging, and the
rise of online shopping has boosted demand for high-quality packaging with
innovative branding and marketing in this sector, which is heavily focused on
personalised and customised packaging. Product packaging has become as
significant as the product itself in the clothes retail sector, and it is always a crucial
factor for attracting new customers as well as ensuring customer satisfaction, as the
outside appearance of any product influences the buying behaviour of buyers.
Thus, the aim of the research is to understand the various packaging strategies used
by different companies to measure the impact of different product packaging
elements such as packaging colour, material, font style, design, printed information
etc. on consumer purchase intentions.

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TABLE OF CONTENT

DECLARATION 1
CERTIFICATE 2
ACKNOWLEDGEMENT 3
ABSTRACT 4
TABLE OF CONTENT 5
LIST OF FIGURES 6
1. INTRODUCTION 7
2. LITERATURE REVIEW 8
2.1 Research Gap 11
3. RESEARCH METHODOLOGY 11
3.1 Research Objectives 11
3.2 Scope of Study 12
3.3 Sampling 12
3.4 Data Collection tools 13
3.5. Limitations of the Study 14
4. DATA ANALYSIS 15
5. DATA INTERPRETATION 28

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6. MAJOR FINDINGS AND SUGGESTIONS 29
7. CONCLUSION 30
8. REFERENCES 32

9.ANNEXURES 33

LIST OF FIGURES

FIGURE FIGURE NAME PAGE NO.

Figure 1 Age of the sample
Figure 2 Gender of the sample
Figure 3
Figure 4
Figure 5
Figure 6
Figure 7
Figure 8
Figure 9

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1. INTRODUCTION

Many companies still regard product packaging as an afterthought, but packaging

nowadays does more than just protect products as it also plays a bigger role in
consumer decisions, which can make a big difference because a product's
packaging communicates a lot of information, from what the product can do for
your customers to your company's values. Packaging is the most innovative aspect
of a marketing mix since it showcases your product in the best light, advertises the
product's pricing and value, and communicates the product's benefits to consumers.
That is, the product may be the best on the market, but the packaging is the vehicle
through which it is represented and differentiated.

Customers are more inclined to make repeat purchases from a company that
delivers premium packaging, and they are more likely to post it on social media if
the brand gives a unique package, according to research. In the fashion sector, a
consumer's main desire to buy a product is dependent on how appealing it looks, as
the first thing a customer sees in the product is its packaging, which contains the
company's main details and values, as well as care and usage labels with inventive
design.

Due to changing trends and the development of emerging innovations, the fashion
accessories packaging industry is transferring its attention from the physical
market to the e-commerce business, which requires higher product protection and
care than the traditional physical market.

As a result, the increasing use of the internet, social media, and e-commerce sales
will boost the fashion accessories packaging market in the coming years, which

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will also be fueled by the growing demand for multi-layered packaging for greater
protection and increased demand for fashion accessories packaging in the future.

2. LITERATURE REVIEW

Study 1, The fashion sector has long demonstrated a need for unique and appealing
packaging. The rise of online shopping has boosted the demand for high-quality
packaging in the fashion industry. In the garment retail sector, product packaging
is just as important as the product itself. That 'feel good element' is critical for both
gaining new consumers and ensuring customer satisfaction. According to the
study, over 52% of customers would buy the product again if it comes in quality
packaging. The majority of customers keep the packaging boxes after they have
purchased something. It has been observed that product packaging has a direct
impact on product purchase, which is why most fashion brands place a premium
on product packaging.

Study 2,

While focusing on other factors such as product development, branding, and

marketing, luxury firms simply cannot ignore packaging design. Unboxing
experiences with good packaging design are memorable, special, and tempting
enough to post on social media sites. By just improving their packaging design,
luxury brands have been able to enhance their user-generated content and organic
reach. Brands like Chanel, Cartier, and Jo Malone have mastered the art of
packaging design, ensuring their place in pop culture. Their packaging has become
so distinctive and recognisable that it has acquired cultural significance while also
eliciting an emotional response from the viewer.
The first impression is conveyed by the packaging. When marketing to luxury
buyers, firms must remember that every part of the product must be strategically
developed and imply quality. Packaging design is becoming increasingly important
as we move deeper into the information era.

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 The first impression is conveyed by the packaging. When marketing to luxury
buyers, firms must remember that every part of the product must be strategically
developed and imply quality. Packaging design is becoming increasingly important
as we move deeper into the information era.

Study 3, In this study, we examine how packaging has transformed itself into a
sales promotion tool for different companies as it stimulates consumer buying
behaviour and encourages impulse buying through the attractive packaging quality,
colour, wrapper, and other characteristics of packaging which has led to a
reduction in marketing and promotional costs and increased sales, brand
recognition and market share by grabbing consumers' attentiveness towards the
products. Furthermore, Packaging is believed to convey distinctive value to
products and works as an instrument for differentiation and helps consumers to
decide on the product from a wide

Study 4, The purpose of this study was to examine the impact of packaging on
consumer buying behaviour among small scale businesses. In this study, the
findings demonstrated that the package label influences customer behaviour during
the purchasing process, the quality of the packaging material influences consumer
behaviour during the purchasing process, and packaging colour influences
consumer behaviour during the purchasing process. Customers' buying behaviour
was influenced by society culture, corporate culture, customer family culture, and
customer lifestyle culture. Finally, the study found that the existence of a link
between small-scale entrepreneurs' packaging techniques and customer buying
behaviour was a factor in small-scale entrepreneurs' ability to compete with items
from outside the country in the study region. It was also suggested that the
government, through the Small Industries Development Organization (SIDO),
instruct small-scale entrepreneurs on packaging issues in order to encourage
customers to buy more.

Study 5, Packaging is a significant aspect of the marketing mix since it

distinguishes a company's goods from its competitors and serves as a means of
communication with its customers. Consumers make purchase decisions based on
product packaging, which creates a perception in their minds. As a result, it is

8
critical that packaging works hard to secure the sale, which can take the shape of
brand image, brand values, product quality, and innovations.

The packing material and wrappers are also crucial aspects of product packaging,
as most customers will not buy a product if the packaging material and wrappers
are scary. According to the survey, when a product's or brand's packaging is
destroyed, customers' faith in it falls steadily, with up to 55% of shoppers
abandoning the brand and 36% switching to another. Many people in the twenty-
first-century desire greater style and individuality, which necessitates the use of
good packing materials. The material and wrappers have an impact on sales as
well. Suppose a product is of good quality but lacks an effective and good
packaging material. In that case, consumers will notice and go on to another
product with good material and an intriguing wrapper.

Study 6, In this study, we examine that the majority of customers are drawn to
products because of their packaging. When a customer is drawn to the products,
there are a variety of options for him to purchase them and Packaging can have
both positive and negative impacts on the products as it can either improve the
product image or be a cause of product failure. It is also found that when
consumers are intending to buy a product, they make the majority of their
decisions on the spot. All aspects of packaging have a favourable impact on the
brand's experience and the consumer's purchasing decisions, resulting in increased
brand loyalty and has led packaging to evolve into a helpful instrument for comfort
marketing and capturing the attention of customers.

Study 7, In this study customers, are drawn towards package offers in new
products and services that will meet their wants and fulfil their requests, and this
attitude attracts them to any product or service. We can readily determine a
customer's purchasing habits for any product or service by looking at: Packaging
refers to a company's entire package offer to its customers, which encourages
impulse purchases. Consumers are drawn to attractive packaging, which improves
sales. Consumers were not drawn to the product and did not purchase it, resulting
in a lack of sales.

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2.1 Research Gap

It has been observed that there’s no comprehensive study on the various packaging
strategies used by different companies to boost sales and how different elements of
packaging have been playing a major role in influencing consumers' buying
behaviour and impulse buying behaviour.

3. RESEARCH METHODOLOGY

3.1 Research Objectives

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 1. To study and understand different packaging strategies used by the fashion
accessory industry to attract customers' psychology.
2. To identify the elements, which should be highlighted while designing the
packaging and the impact of each element on purchase intention.
3. To study the dynamics of Packaging with changing trends and understand
packaging beyond protection and logistics.
4. To study the packaging strategies of omnichannel brands.

3.2 Scope of the Study

In this study, We researched the fact that packaging does more than merely offer
protection, as it has grown from its core roles of logistics and preservation into a
marketing tool designed to entice buyers and evoke positive feelings and emotional
satisfaction in the customers and a tool used to influence a consumer's buying
behaviour as it communicates the content and gives the customer a perception of
the product's quality along with product identification, that is, a product package
experience interacts with the customers and is linked to the willingness of
customers to pay for the product.

The study looks at packaging as a touchpoint that creates an interaction between a

brand and its customers, particularly in the fashion and fashion accessory
industries, because customers have different behaviours when making such
purchases and each customer journey is unique, making packaging a more
believable source for the product than an advertisement. We'll look at packaging as
a way for businesses to add value and influence their customers' attitudes toward
brands. Customers' buying decisions are based on satisfaction, which is influenced
by expectations, and are met by innovative packaging by provides a better overall
experience, resulting in brand awareness, repeat purchases, and traffic to the
company's online platforms.

3.3 Sampling

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All participants selected for this study reside in India and belong to the Indian
Nationality. The sample size was 161 and the participants were asked to fill out a
questionnaire that was based on assessing the role of packaging in the Fashion
accessories industry and studying its impact on consumer buying behaviour as well
as understanding what the customers are looking for when making different
purchases and what are the most attractive elements of packaging that catch their
attention and helps the brand in building trust and encourage brand recognition.

The majority of the respondents in this survey, 71.4%, were in the age category of
15-30 years, followed by 26.1% in the age group of 31-45 years, and the rest in the
age group of more than 45 years. In terms of gender identification, 60.9% of
respondents were female, 38.5% were male, and the remaining 0.6% did not prefer
to disclose it. According to the questionnaire, 85.1% of the sample size feels that a
product's packaging affects their purchase behaviour and attitude toward a brand.

None of the participants was omitted from the survey for any reason, and all of the
participants gave their information and perspective voluntarily.

3.4 Data Collection tools

Many different methodologies are used for data collection and analysis at the time
of project design, planning, monitoring, review, evaluation and impact assessment
to understand the different aspects of the research and demographical responses.

The important thing to consider while selecting data collection tools is whether it
should be a qualitative or quantitative method. And while doing this research we
have used both the methods that were based to target different objectives. To
understand the role of Packaging particularly in the fashion accessories industry,
we have created a questionnaire using google forms to understand the approach of
buyers when making purchase decisions and the elements of packaging that attract
them and have an impact on their buying behaviour. We surveyed a set of people
with the motive of collecting data on the basis of these specific questions.

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The survey was distributed to 161 people in the age group below 15 to people
belonging to the age group above 45 years, who were asked to fill their choices and
points of consideration while buying fashion accessories and understand the role of
packaging as a tool beyond mere protection.

For all the objectives, we have majorly referred to the secondary data through
different existing research papers, blogs, and articles for briefing purposes and
collected primary data through the survey to understand the first-hand approach of
the consumers to the changing trends and dynamics of packaging in the fashion
world.

3.5. Limitations of the Study

This research, however, is subject to several limitations and the findings of this
study have to be seen in the light of them as well, which includes the limited access
to data due to unavailability of resources, time constraints, extensive study of
different packaging tools and methods, people's unawareness about these elements
that directly or indirectly impacts their buying behaviour and consumer
psychology.

Due to these limitations, we were not able to understand the dynamics of

packaging on a broader level with these changing trends and consumer
preferences, which would have instead provided us with better and clearer insights
regarding the topic at hand. Along with these, the age group above 45 finds it
difficult to understand the role of packaging beyond providing protection whereas
the age group between 15-45 years believes that attractive packaging plays a
crucial role and induces impulsive buying, which creates a kind of gap between the
generations for which more related researches are required to understand it
accurately and figure out its role in this ever-changing fashion world.

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4. DATA ANALYSIS

The following visuals depict the responses of people on the role and importance of
packaging in fashion, particularly fashion accessories and it shows the relationship
between packaging and consumer psychology and its further impacts on the
consumer buying behaviour. The survey was prepared with an aim to examine the
importance of packaging beyond protection and preservation and understand it
more as a tool used to build a connection between the buyers and the brand.

➢ This pie chart represents the age group of the respondents that have marked
their options in the survey that was conducted.

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According to this visual,

● The majority of people belong to the age group of 15-30 years, that is,
71.4% of people belong to the teenage and early twenties age group
● The second most responses have been received from the people belonging to
the age group 31-45 years
● And the least responses have been received from the age group that is less
than 15 years and above 45 years.

➢ The second Pie chart represents the gender identity of the individuals whose
responses have been collected.

According to this visual,

● The majority of the respondents received belong to the female category

accounting for 60.9% of the total respondents
● The second most received responses are from the people belonging to the
male category, and this accounts for 38.5%

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 ● As the graph shows, there are remaining responses from the people
belonging to a category but they do not prefer to mark it and this option
accounts for 0.6% of the respondents.

➢ The third Pie chart represents the influence of product packaging on consumers’
decisions.

According to this visual,

● The majority of the respondents account for about 85.1% agree that
packaging does have an influence on consumers’ purchasing decisions and
the rest 14.9 % of respondents don’t agree that packaging has an influence
on consumer behaviour.

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➢ The fourth Pie chart is a visual representation of a consumer’s attraction toward
transparent packaging.

The majority of the respondents account for about 54 % find transparent packaging
of a product attractive whereas 17.4% of respondents don’t find transparent
packaging attractive and the rest 28.6% are unsure about this.

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 ➢ The fifth Pie chart is a visual representation of a consumer’s preference for
packaging.

○ Majority of respondents accounts to 52.2% visual as the top priority to

packing.
○ Remaining 23% of respondents consider color as top priority, along
with 13% of respondents priority to typography.
○ Remaining 11.2% respondents consider other factors like
quality,texture etc.

➢ The sixth Pie chart is a visual representation of a consumer’s identification of a

brand through its packaging.

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➢

● The majority of the respondents account for 73.9% can identify brands
through packaging.
● Rest 15.5% are not sure of identification of brands through packaging.
● Remaining 10.6 % of respondents canot identify brands through packaging

➢ The seventh Pie chart is a visual representation of a consumer’s buying

behaviour towards a product purchased if they are provided with discount
coupons.

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● The majority of the respondents accounts up to 67.1% are likely to purchase
a product if provided with a discount coupon, whereas 29.3% are unsure
about it and the rest 26.7% do not prefer buying a product if provided with a
discount coupon.
● The eighth Pie chart is a visual representation of the importance of care label
instruction to the packaging of a product

➢ The eighth pie chart is a visual representation of reusing of package of

fashion accessory to keep it safe.

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 ● The majority of repondants accounts to 60.9% reuse the package for
safety.
● Remaining 25.5 % are not sure about reusing the package.
● Only 13.7% of respondents not interested in reusing packages.

➢ The nineth pie chart is a visual representation of consumers thoughts on

attaching care label instructions on packaging of product.

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 ● The majority of the respondents accounts up to 74.5% agree that it's
important to attach a care label instruction to the packaging of a product and
18.6% are not sure about care label instructions to the packaging of product.
● Remaining 6.9% of respondants don’t agree that care label instruction is
important to attach to the packaging of a product.

➢ The tenth Pie chart is a visual representation of importance of information about

the fashion accessories on the packaging of a product.

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● The majority of the respondent's accounts up to 70.2 % agree that it's
important to have information about fashion accessories in the packaging of
a product.
● And 20.5% of respondents are not sure that, it's important to have
information about fashion accessories in the packaging of a product.
● Remaining 9.3% are not agreeing to it.

➢ The eleventh Pie chart is a visual representation of consumers' behaviour

towards printed information on the product package.

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● The majority of the respondents account for up to 49.1% of read the printed
information on the product package and the rest 40.4% sometimes read the
printed information on the product package.rest are not interested in reading
printed information on package.

➢ The 12th Pie chart is a visual representation of consumers' behaviour

towards change in packaging that affects their decision in purchasing the
product.

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 ● The majority of the respondent's accounts up to 42.9% feel there’s a change
in their buying decision while purchasing a product, 39.8% of respondents
are unsure about their change in buying descision and 17.4% of respondents
feel there’s no change in the buying decision.

DATA ANALYSIS AND INTERPRETATION – SPSS

The following tables depict the frequencies of responses of people on the role and
importance of packaging in fashion, particularly fashion accessories and it shows
the relationship between packaging and consumer psychology and its further
impacts on the consumer buying behaviour. The survey was prepared with an aim
to examine the importance of packaging beyond protection and preservation and

25
understand it more as a tool used to build a connection between the buyers and the
brand.

Age
Cumulative
Frequency Percent Valid Percent Percent
Valid Below 15 1 .6 .6 .6
15-30 115 71.4 71.4 72.0
30-45 42 26.1 26.1 98.1
Above 45 3 1.9 1.9 100.0
Total 161 100.0 100.0

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 62 38.5 38.5 38.5
Female 98 60.9 60.9 99.4
Not prefer to say 1 .6 .6 100.0
Total 161 100.0 100.0

Does the packaging of a product influence your purchasing

decisions?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 137 85.1 85.1 85.1
No 24 14.9 14.9 100.0
Total 161 100.0 100.0

Does the transparent packaging of a product attract you?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 87 54.0 54.0 54.0
No 28 17.4 17.4 71.4
Maybe 46 28.6 28.6 100.0
Total 161 100.0 100.0

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 What is your top priority when it comes to packaging?
Cumulative
Frequency Percent Valid Percent Percent
Valid Color 37 23.0 23.0 23.0
Typography 21 13.0 13.0 36.0
Visual 84 52.2 52.2 88.2
Other 19 11.8 11.8 100.0
Total 161 100.0 100.0

Do you identify a brand through its packaging?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 119 73.9 73.9 73.9
No 17 10.6 10.6 84.5
Maybe 25 15.5 15.5 100.0
Total 161 100.0 100.0

If you get a discount coupon with the product purchased, is it

more likely to make you buy it again?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 108 67.1 67.1 67.1
No 10 6.2 6.2 73.3
Maybe 43 26.7 26.7 100.0
Total 161 100.0 100.0

Do you think it is important to attach a care label instruction

to the packaging of the product?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 120 74.5 74.5 74.5
No 11 6.8 6.8 81.4
Maybe 30 18.6 18.6 100.0
Total 161 100.0 100.0

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 Does a change in package change your decision in buying
the products?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 69 42.9 42.9 42.9
No 28 17.4 17.4 60.2
Maybe 64 39.8 39.8 100.0
Total 161 100.0 100.0

The chart shows the influence of packaging of buying and the elements of packaging. Visual and
colour are the major factor that effects the consumer.

Costumers are considering information about product on a packaging as important

as visual and colour of a product.

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5. MAJOR FINDINGS

 Costumers are aware of the packaging of product and various factors related
to packaging. Costumers are influenced by the packaging strategies of
companies in different ways. And the packaging of a product also helps the
company in many ways. Presently costumers and brands consider packaging

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 not only as tool to keep the products safe, brands are using packaging as tool
for marketing and branding too, because packaging can create an initial
impression on products and even create a possibility of impulsive buying. So
considering the quality and aesthetics of packaging of product is as
important as product quality.

 the packaging for a product is one important aspect. Because costumer

purchase fashion accessories for a whole experience and packaging creates
the initial impression, and packaging can hint to the quality of final product.
And many of costumers reuse the package of a product to keep it safe, so the
quality of the package is also considered by the costumers. Other than initial
impression package of products also acts as reminder of the product.

 Costumers also consider visual and colour of packaging as an important

aspect of packaging of product. Because visual and colour are the factors
that helps for easy identification of products, many brands are using these
strategies for their products. With unique colours and visuals for packaging
companies can register the product in the minds of costumer. By changing
the colour and visual there is a chance to reconsideration of product by
costumer. And this can also effect the marketing and branding of some
brands or companies.

 Costumers consider more about packaging other than the aesthetic and
quality, information about product is also consider by the costumers.
Because information about a product is as needed as a good quality
packaging. This helps the costumers an easy understanding about product
without opening the package. This also helps to convey more information
about the product and can use this for an easy comparison of products.

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7. CONCLUSION

Companies must comprehend how consumers are influenced during the purchasing
process. They must also comprehend what factors influence purchasing behaviour
and the importance of packaging features in the purchasing decision process of
consumers.

Thus, Colors in packaging might help to attract customers' attention. Packaging

colour is essential because it allows companies to distinguish their products from
their competitors. As a result, colours play a vital influence in the decision-making
process of a potential customer.

Similarly, Labeling helps consumers spend less time needed while searching for
products that are decided to be bought by them. Consumers under time pressure
decisions are influenced when the package comes with a distinctive appearance
that contains simple and accurate information. Nowadays, there are consumers that
pay more attention to label information since they are more concerned with health
and nutrition issues. Printed information comprises all information about the
product's quality, price, and description, which aids in brand identification. One of
the most obvious aspects of a product and an important part of the marketing mix

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is labelling. Packaging information is crucial since it can help companies with their
marketing communication plans and develop brand image and identity.

Information on the packaging is a vital component that can help organisations with
their marketing communication strategy and develop brand image and identity.
Printed information comprises all relevant information about the product's quality,
price, and description, assisting customers in identifying the goods and making
purchasing decisions. According to the findings, packaging aspects are quite
significant during the buying process and help with a lot of the decision-making
process. Furthermore, the findings reveal that aspects such as packaging material
quality, innovation and practicality, and package design appear to have the most
impact on product selection during the purchasing process.

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8. REFERENCES

https://www.packingsupply.in/blog/complete-packaging-guide-for-apparel-
tetextile-industry/
https://4circularity.com/5-reasons-why-packaging-is-important/
https://deltaglobal.co/blog/5-reasons-why-your-packaging-more-important-your-
products
https://www.fibre2fashion.com/industry-article/8010/packaging-and-shipping-
clothing-the-right-way
https://www.researchgate.net/publication/
281982243_Packaging_Design_Elements_and_Users_Perception_A_Context_in_
Fashion_Branding_and_Ccommunication
https://www.diva-portal.org/smash/get/diva2:1439271/FULLTEXT01.pdf
https://www.ptpackaging.com/blog/the-importance-of-product-packaging/
https://www.subhartidde.com/slms/BFA(F)%20102%20CC%202%20Fashion
%20Accessories.pdf
https://www.alliedmarketresearch.com/press-release/anti-counterfeit-clothing-and-
accessories-packaging-market-is-expected-to-reach-20-5-billion-globally-by-2020-
allied-market-research.html
https://www.marketresearch.com/Consumer-Goods-c1596/Consumer-Goods-
Retailing-c80/Accessories-c107/
https://www.researchgate.net/publication/
304497679_Impact_of_Product_Packaging_on_Consumers_Buying_Behavior_Evi
dence_from_Karachi
https://indus.edu.pk/publication/Publication-15.pdf

33
https://made-to-measure-suits.bgfashion.net/article/15261/58/The-Importance-of-
Packaging
https://tohproblemkyahai.com/packaging-folding-of-garments/

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9.ANNEXURES

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