A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR

1.1 INTRODUCTION

Packaging plays a critical role in modern marketing, serving as both a protective barrier and a
powerful communication tool. In today’s competitive market, where countless products vie for consumer
attention, packaging has become a key differentiator. Beyond its functional purpose of safeguarding the
product, packaging creates the first impression, often influencing consumers’ perceptions, preferences, and
purchasing decisions. This makes packaging a crucial factor in shaping consumer buying behaviour.

The influence of packaging extends beyond aesthetics; it encompasses elements such as colour, design,
material, labelling, and sustainability. These features collectively contribute to the emotional and
psychological impact that packaging has on consumers. For instance, vibrant colours may evoke excitement,
while minimalist designs can convey sophistication. Furthermore, in a digital age where consumers are more
informed, clear and transparent packaging that highlights product benefits and ingredients often drives trust
and loyalty.

Understanding the role of packaging in consumer buying behaviour is essential for businesses aiming to
enhance their market presence and competitiveness. This study seeks to explore how various packaging
attributes influence purchasing decisions and consumer preferences. By identifying the key factors that
resonate with consumers, businesses can optimize their packaging strategies to not only attract customers but
also foster long-term relationships.

1.2 STATEMENT OF PROBLEM

Product packaging plays a vital role in influencing consumer buying behaviour, yet its impact is often
underestimated by businesses. Packaging elements such as colour, design, shape, material, labelling, and
branding can attract consumers, create brand recognition, and drive purchasing decisions, especially in
competitive markets. However, many businesses focus on aesthetics without understanding how packaging
influences consumer psychology and buying preferences. Poor packaging can lead to
reduced sales and brand disengagement, while effective packaging can enhance product appeal and
encourage impulse buying. This study aims to examine the role of product packaging in consumer
purchasing decisions, identifying key packaging attributes that influence buying behaviour and providing
insights for businesses to optimize their packaging strategies for better market performance.

1.3 OBJECTIVES OF THE STUDY

 To identify key elements in packaging that should be emphasised in design

 To analyse the impact of packaging on consumer buying behaviour.
 To identify packaging that leads to brand loyalty

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1.4 SIGNIFICANCE OF STUDY

The study on the Role of Product Packaging on Customer Buying Behaviour is significant as it
provides valuable insights into how packaging influences consumer decision-making. Packaging serves as a
silent salesperson, attracting customers through visual appeal, design, colour, material, and labelling. It plays
a crucial role in shaping brand perception, increasing brand recall, and differentiating a product from
competitors. Additionally, packaging has a psychological impact on consumers, influencing their emotions
and purchasing choices, often leading to impulse buying or brand loyalty. In today's market, sustainable and
eco-friendly packaging is becoming increasingly important as consumers prioritize environmental concerns.
Understanding these factors can help businesses develop effective packaging strategies, enhance marketing
efforts, and ultimately drive sales and profitability. Moreover, the study can guide product designers and
manufacturers in creating packaging that aligns with consumer expectations, ensuring long-term success in
the competitive market.

1.5 SCOPE OF THE STUDY

The study examines how product packaging influences consumer buying behaviour by analysing key
elements such as design, colour, material, labelling, and innovation. It explores how packaging affects first-
time purchases, impulse buying, brand recognition, and customer loyalty. The study also considers
demographic factors like age, gender, and income, as well as cultural and regional variations in consumer
preferences. Additionally, it evaluates industry-specific impacts in sectors such as food, cosmetics, and
electronics. By understanding these factors, businesses can optimize packaging strategies to enhance
consumer engagement and drive sales.

1.6 RESEARCH METHODOLOGY

1.6.1 RESEARCH DESIGN

The research design used for this study is of descriptive type. Descriptive research includes surveys and fact
findings of different kinds.

1.6.2 SOURCES OF DATA

The study collected both primary and secondary data. Primary data was collected by publishing a structured
questionnaire and secondary data was collected from various websites, books, journals, etc.

1.6.2.1 PRIMARY DATA

Primary data has been collected using questionnaire.

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1.6.2.2 SECONDARY DATA
Secondary data has been collected from books, journals, websites, etc.

1.6.3 POPULATION OF THE STUDY

This study is conducted among the students of St Thomas College Thrissur.

1.6.4 SAMPLING DESIGN

The method of sampling design is convenient sampling.
Sample size is 85.

1.6.5 TOOLS OF DATA COLLECTION

Questionnaire is used for data collection.

1.6.7 LIMITATIONS OF THE STUDY

 The study is confined to the view point of students in St Thomas College Thrissur. The result of the
study may not be applicable to other places.
 An interpretation of the study is based on the assumption that the respondent has given the correct
information.
 Besides, the study has the limitation of time, place and resources.

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2.1REVIEW OF LITERATURE

1. Aabha Basnet , Devid Kumar Basyal, Abhishek Thakur Purnima Lawaju (2024) has conducted a
study on Green Marketing and its Impact on Consumer Buying Behaviour in Kathmandu Valley The
research aims to investigate green marketing awareness in Kathmandu Valley, seeking answers to
questions about the impact of consumer buying behaviour on green marketing, factors influencing
consumer attitudes, challenges, and possible managerial solutions. It provides insights into integrating
factors affecting consumer attitudes and challenges for effective green marketing, particularly within
Nepal’s distinctive environmental and economic landscape. The study underscores the necessity for
businesses to adopt eco-friendly and sustainable practices in the face of increasing environmental
challenges (Naim, 2021)
The study’s findings show that Eco-labeling, Green
Packaging and Branding, Green Products, Premium and Pricing and Environmental Concerns and
Beliefs have shown a direct positive significant influence on Consumer Beliefs towards the
environment. Lack of education and awareness are two critical challenges of green marketing. The
managerial challenges and solutions are that promotion and awareness are crucial in advancing green
marketing. Companies should successfully promote their eco-friendly products to consumers and
educate them on the advantages of green products. Conclusion: This study shows that the youth of
Kathmandu Valley are highly aware of this. Hence, there is a considerable possibility of Green
Marketing that is still untapped, according to the research.

2. Azriel Rasyidi Akbar, Maria Christiana Iman Kalis, Nur Afifah, Bintoro Bagus Purmono,
Ikram Yakin (2023) worked on The Influence of Product Packaging Design and Online Customer
Review on Brand Awareness and Their Impact on Online Purchase Intention This study revealed that
Scarlett Whitening's Product Packaging Design attracted consumer interest, making it easy for them to
remember the design. Therefore, it must be maintained so that consumers remain interested in the
offered products. Additionally, Online Customer Review had an impact on Online Purchase Intention.
It could remind business actors that consumer feedback and reviews are crucial to revenue growth.
Therefore, businesses, particularly skincare companies with specific brands, must consistently
enhance their capabilities to develop product design-related information. The packaging should be
visually appealing and include information about the brand, making it easier for consumers to
recognize and remember the product. The design and positive reviews were anticipated to affect brand
awareness and consumers' purchase intention. In addition, it was expected that the results of this study
would contribute to a literature review and serve as a basis for developing more in-depth and
comprehensive research on the impact of Product Packaging Design and Online Customer Review on
Online Purchase Intention mediated through Brand Awareness in Indonesia. In this regard, research on

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Online Purchase Intention for a skincare product in Indonesia was limited, despite the perceived
potential due to the country's population and economy..

3. Faud Mohammed Alhamdia (2020) conducted a study on Role of packaging in consumer buying
behavior The current study aims to study the concept and the importance of packaging and its role in
attracting the consumer’s attention, and to determine the difficulties that the companies undergo in the
field of packaging. The study depends on assembling the primary data on questionnaire designed
especially for this purpose, and distributed to 600 consumers in Riyadh city. In addition to that
secondary data is collected from resources related to the study subject. Simple statistical analysis is
used to analyze the data. The results of research confirm the big role for the packaging in consumer
attraction in study sample with all dimensions (design, color, size, and shape). The most important
recommendation of the study is that to adopt a clear policy for packing in industrial organizations that
cope with high technological development and the fast changing in consumer's tastes. It must be taken
into the consideration the modern marketing orientations in product's packaging including the green
marketing that depends on using material that has a little environmental effect at packaging process
compared with traditional methods.

4. Bidyut Kumar Ghosh( 2016) has done a research on “Impact of Packaging on Consumers’ Buying
Behaviour: A Case Study of Mother Dairy, Kolkata.” the objective of the study to determine the effect
of package colour on consumers‟ purchase decision. To examine the effect of background image used
in packaging on consumers‟ purchase decision. To examine the impact of packaging materials on the
consumers‟ purchase decision. The researcher has collect data from 150 filled questionnaires were
collected from the districts of Howrah, Hooghly and Burdwan of the state of West Bengal during the
months of June-July, 2015. The data was analysed with the help of t-test, Chi-square test, Co- relation.
The result of the study was to find that packaging could be treated as one of the valuable marketing
weapons with respect to making proper communication between an organisation and its consumers.
The study makes it clear that the overall perception of the consumers about the different elements of
packaging of Mother Dairy‟s products is satisfactory. A right choice of packaging color, background
image, wrapper design, innovative ideas when imparted to a product‟s packaging will create a happy
feeling in consumers‟ mind. All these packaging elements contribute an important effort to catch
consumer‟s attention and interest.

5. Adebisi, S.O. and Akinruwa, T.E. (2019) has done a research on “Effectiveness of product packaging
on customer patronage of Bournvita in Ekiti state” the objective of study was if presentation of a
product have relationship with patronage, then, the question is to what extent does size, colour, shape,
packaging material, quality of product content, that are attributes of packaging, could influence
customer to patronise a particular product? This is the question, which this research work intends to

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answer. The researcher has collect data from Primary source and analysed data with the help of
Structured questionnaire. The result of the study was to Production of various sizes of product should
be encouraged to allow customers have the opportunity to make a choice based on their income. Again,
company should carefully choose colour combination that are capable of appealing to customers‟
interests and consequently influence their choice of a product by mere sighting of the package

6. Jusuf Zekiri and Vjollca Visoka Hasani(2015) has done a research on “The role and impact of the
packaging effect on consumer buying behaviour” the objective of study was to find out the impact of
packaging on the buying behavior decision. To check the effect of packaging elements on the buying
behavior. To measure the relative impact of each packaging element on the consumer. . The researcher
has collect data from Primary source and analysed data with the help Descriptive statistics, Testing
hypotheses.The result of the study was to the packaging elements represent a good means of marketing
communications towards consumers, because consumers value the elements that are embodied on the
package. The packaging color helps consumers differentiate their favorite brands, and for companies it
helps to catch consumers‟ attention and interest. So, color as well as other packaging elements makes
the marketing offer effect of product packaging on consumer buying behaviour” the objective of study
was to identify the element of product packaging that FMCG brands use.

7. B. A. Chukwu and T. O. Enudu (2018) conducted a study on "The Impact of Product Packaging on
Consumers’ Purchasing Behavior in Benin Metropolis, Edo State, Nigeria." The study aimed to assess
the relationship between attractive packaging, value and quality of packaging, shabby packaging, and
impulse purchasing on consumer buying behavior. Data were collected from 400 respondents using
questionnaires and analyzed through hypotheses testing. The findings revealed that attractive
packaging, value and quality of packaging, and impulse purchasing positively influence consumer
buying behavior, while shabby packaging does not have a positive impact on consumer purchasing
decisions.

8. Godwell Karedza and Mike Sikwila (2017) has done a research on “The Impact of Packaging
Designs on Consumer Buying Behaviour of FMCG during the Hyperinflationary and After the
Dollarisation Era in Zimbabwe” the objective of study was To examine the impact of packaging
designs on consumer purchasing habit of FMCG goods before, during and after the dollarization era in
Zimbabwe. To establish the major role of packaging on FMCG products. To examine the effect of
other factors that can be controlled and that cannot be controlled (such as price, quality, promotion,
socio cultural environment, social class, personality and self concept, attitudes and learning) on the
purchasing pattern and habit of FMCG products in Zimbabwe. The result of the study was FMCG
managers are recommended to use mostly preferred labels in their marketing appeals. Basically the

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labels placed on products should describe where it was made, when it was made, what it contains and
how to utilize it, dates when their products expire. In addition the researcher recommends that
companies that are in the FMCG sector should use clear labels that are easy to understand. The
researchers also recommend that when designing packages, designers of the manufacturing firms must
ensure that the package protects the product inside to a greater extend as this is considered to be the
main role of packaging. The researchers also recommend that FMCG manufacturing firms should
competitively price their goods without compromising on quality if they are to be successful and win
the consumers‟ minds.

9. Hardman Budiardjo(2016) has done a research on “The Impact of Packaging Design to Purchase
Behavior through Brand Trust” the objective of study was this study was conducted to identify the
importance of packaging design in influencing the purchasing behavior at the same time identifying the
mediating role of trust in the brand packaging design relationship with purchasing behaviour. The
researcher has collect data from 100 respondents (30 housewives) and analysed data with the help of
Questionnaire. The result of the study was this study was conducted to examine the effect of packaging
design on brand trust and buying behavior as well examine the effect of brand trust on purchase
behavior. Objects were observed in this study is the buying behavior of the rice product with adequate
packaging and the subjects in this study were housewives in the area of Sidoarjo, Krian and Surabaya.
This study proved the important role of packaging a product, which in this case is a rice product in terms
of purchasing behavior. As we know that rice is a major food commodities consumed in Indonesia and
the types and varieties of rice of different brands are also widespread, so the commercialism of rice is
used by some parties to commit fraud, Based on the results of the discussion and conclusions, then there
are some suggestions for future research such as the addition of variables other research that could be
affected by the design of the packaging or focuses on research areas in other cities or even in other
provinces as well as the focus of observation on the subject of different studies.

10. Getie Andualem Imiru(2017) has done a research on “The Effect of Packaging Attributes on Consumer
Buying Decision Behavior in Major Commercial Cities in Ethiopia” the objective of study was People
want some innovative creations which attract them and shade a different light towards the brand. Unique
packaging has a greater influence on consumer buying behavior. The language used to display the
information on the packaging gives consumers the ability to understand the product. Nutritional
information presented on the package have higher value to consumers and will affect their buying
decision more than any other information displayed. Country of origin and guideline on the preparation
process of the product have also positive impacts on the consumers buying decisions. The researcher has
collect data from Selected supermatkets in the capital city of Ethiopia and analysed data with the help of
Population of the study, Correlation Analysis, Regression, Questionnaire, sample size 384. The result of
the study was people want some innovative creations which attract them and shade a different light

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towards the brand. Unique packaging has a greater influence on consumer buying behavior. The
language used to display the information on the packaging gives consumers the ability to understand the
product. Nutritional information presented on the package have higher value to consumers and will
affect their buying decision more than any other information displayed.Country of origin and guideline
on the preparation process of the product have also positive impacts on the consumers buying decisions

11. Virendra chavda (2020) conducted a study on effect of product packaging elements on consumer
buying behaviour. Companies are now also focusing equal Weightage on presentation and packaging of
products. A consumer’s eye is capable of providing valuable information about how a package design is
perceived on a store shelf versus its competitors. This study aims to investigate the role of various
packaging tactics used by the companies to lure the customers. In this research,
researchers try to identify the effect of various packaging elements (like packaging material, colour,
design of wrapper, innovation etc.) on consumer buying behaviour. A questionnaire is developed with
the help of a five-point liker scale. Survey of 150 respondents has been done in Ahmedabad city.
Structural Equation Modelling is used to identify the effect of various independent variables on
dependent variables. From this research it is concluded that packaging plays a very important role in
purchase of a product, Colour, labelling, wrapper design and information play a important role in buying
behaviour of any product. It is clear that companies consider packaging as a one of the strategic tools to
attract the customers to buy the product.

12. John menash,Peter Kwasi Oppong,Matilda Addae (2022) conducted a study on Effect of
Packaging on Perceived Quality and Brand Loyalty: The Mediating Role of Brand Association in
Over-the-Counter Market.Distinctive packaging design and strong brand association are essential
elements to increase brand quality and customer loyalty which can insulate a company against
competitive actions in a retail environment. However, there is a relative scarcity of studies on the
impact of packaging on brand quality and loyalty through the mediating effect of brand association in
the over- the-counter health market. Against this background, the current study aimed to investigate
the packaging’s effect on brand quality and loyalty through the intervening effect of brand association
in the over-the-counter health market. Using a systematic sampling technique, survey questionnaires
were distributed to 348 customers shopping in the over-the-counter market. The data gathered were
statistically analysed using structural equation modelling via SPSS Amos 20. The research revealed
that brand association partially mediates the path between packaging and brand quality but fully
mediates the packaging’s effect on brand loyalty in the over-the-counter health market. The study also
found that brand quality plays a partial role in the impact of brand association on loyalty in the over-
the-counter health market. The study, therefore, established that the interplay of product packaging
and brand association are crucial elements for enhancing the brand quality and the customers’ loyalty
in the over-the-counter health market.

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13. Manilal Dhurup,Chengedzal Mafini,Tshepiso Dumasi (2014) conducted a study on The impact of
packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry.
The purpose of the study was to investigate the impact of packaging, price and brand awareness
on brand loyalty. The study adopted a quantitative survey approach and was conducted in a paint
retailing environment. Data were elicited from a conveniently selected sample of 212 consumers
who purchased various brands of paint. Regression analysis and the one-way analysis of variance
test were conducted to investigate the impact of packaging, price and brand awareness on brand
loyalty, Packaging, price and brand awareness showed Signiant positive relationships with brand
loyalty, which implied their Signiant predictive influence on brand loyalty. The results suggest
that management should, inter alia, initiate and implement effective packaging, pricing and brand
awareness in order to enhance consumers’ brand loyalty to the company’s products. The research
provides valuable insights to managers of companies on the need to continuously enhance their
products’ packaging with competitive pricing strategies in order to improve brand awareness and
brand loyalty and remain competitive in the market. The study also provides evidence of the
relationship between brand loyalty and packaging, price and brand awareness in a South African
context.

14. Nisar Ahmad ,Shaheen Kanwal(2020), conducted a study on Packaging elements and their impact
on consumer buying behaviour in Pakistan. Objectives- To study the packaging impact on consumer
buying behaviour indistrict Bhakkar, Pakistan. Ideal packaging is important as business success
depends on anticipated selling of products and their packaging. Methodology: Consumer buying
behaviour in case of Packaged Food Products (PFPs) and Non Food Packaged Products (NFPPs) is
estimated with primary data collected from 384 respondents of district Bhakkar in Pakistan. Data is
collected during September to November 2019 and targeted respondents include male and female
buyers of packed products in four tehsils of district. Principal Component Analysis (PCA), Cronbach’s
Alpha test and Ordinary Least Square (OLS) method are the significant techniques used in the study
for analysis. Findings: Results of study explain that colour, design, material, printed information on
package and innovation have positive and significant impact on consumer buying behaviour for
packaged food and non-food products. However, the impact of background image and font style is not
significant. The impact of demographic variables including income and age is also insignificant
purchase PFPs and NFPPs.

15. Rizwan Raheem Ahmed, Vishnu Parmar and Muhammad (2014) conducted a study on Impact of
Product Packaging on Consumer’s Buying Behaviour.The objective of this study is to determine role
of packaging on consumer’s buying behavior. The purpose of this research is to examine the essential
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factors, which are driving the success of a brand. This research also identified the relationship
between the dependent and independent variables. This is the primary research and data has been
collected through questionnaire and for analysis purpose SPSS software has been used. In this study
samples of 150 respondents has been collected and tested the reliability of the model. According to the
finding of the research study, it has been observed that the packaging is the most important factor. It is
further concluded that the packaging elements like its Colour, Packaging material, Design of Wrapper
and innovation are more important factors when consumers making any buying decision. Finally, it
has also been concluded that the Packaging is one of the most important and powerful factors, which
influences consumer’s purchase decision.

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REFERENCES

1. Aabat ,Devidkumar, Abhishek, Purnima (2024)-Green Marketing and its Impact on Consumer
Buying Behaviour in Kathmandu Valley,Quest Journal of Management and Social Sciences 6(1):100-
117
2. A R Akbar, Maria Christiana, Nur Afifah, Bintoro Bagus, Ikram Yakin (2023)-The Influence of
Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on
Online Purchase Intention ,South Asian Research Journal of Business and Management| Volume-5 |
Issue-
3. Faud Mohammed Alhamdia (2020)-Role of packaging in consumer buying behaviour,
Management science letters.
4. Bidyut Kumar Ghosh( 2016)-Impact of Packaging on Consumers’ Buying Behaviour:A Case Study
of Mother Dairy, Kolkata,Parikalpana KIIT Journal of Management 12(2):27
5. Adebisi, S.O. and Akinruwa, T.E. (2019)-Effectiveness of product packaging on customer
patronage of Bournvita in Ekiti state, British Journal of Marketing Studies (BJMS) Vol. 7, Issue 2.
6. Zekiri and Hasani V.V(2015)-The role and impact of the packaging effect on consumer buying
behaviour, Eco forum journal,4.
7. B. A. Chukwu and T. O. Enudu (2018) -THE IMPACT OF PRODUCT PACKAGING
ONCONSUMERS’ PURCHASING BEHAVIOR IN BENIN METROPOLIS, EDO STATE, NIGE,
International Journal of Economics, Commerce and Management United Kingdom Vol. VI, Issue 4.
8. Godwell Karedza and Mike Sikwila (2017)-The Impact of Packaging Designs on Consumer
Buying Behaviour of FMCG, Asian Journal of Social Sciences and Management Studies.
9. Hardman Budiardjo(2016) -The Impact of Packaging Design to Purchase Behaviour through Brand
Trust ,International Journal of Business and Management Invention Volume 5 Issue 1 || PP-82-89
10. Getie Andualem Imiru(2017)-The Effect of Packaging Attributes on Consumer Buying Decision
Behaviour in Major Commercial Cities in Ethiopia, International Journal of Marketing Studies.
11. Virendra Chavda (2020),A Study on Effect of Product Packaging Elements on
Consumer Buying Behaviour, IIMS Journal of Management Science Vol. 11, No. 1, pp- 45-50
12. John,Peter,Matilda (2022),Effect of Packaging on Perceived Quality and Brand Loyalty: The
Mediating Role of Brand Association in Over-the-Counter Market, Open journal and business of
management vol.10 No.01.
13. Manilal Dhurup,Mafini,Dumasi (2014),The impact of packaging, price and brand awareness on
brand loyalty: Evidence from the paint retailing industry, Acta commerce 14(1).
14. Nisar Ahmad,Shaheen Kanwal (2020),Packaging elements and their impact on consumer buying
behaviour in Pakistan, Indian Journal of Economics and Development, Vol.9, Article ID: IJED-2020-
59, Pages: 11

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15. Rizwan Raheem Ahmed, Vishnu Parmar, Muhammad (2014), Impact of Product Packaging on
Consumer’s Buying Behaviour, European Journal of Scientific Research 120 (2): 145-157.

THEORETICAL FRAMEWORK

 Definition of Product Packaging

Product packaging refers to the process of designing, enclosing, and protecting a product using various
materials such as plastic, glass, metal, paper, or biodegradable substances. It serves as a protective barrier
against external factors like contamination, damage, and moisture while also playing a crucial role in
marketing, branding, and consumer engagement. Packaging is the first point of interaction between a product
and a customer, influencing purchase decisions and perceptions about the product’s quality and value. In
addition to providing physical protection, packaging conveys essential information such as brand identity,
product features, ingredients, expiration dates, and usage instructions. In modern markets, packaging is not
just a functional necessity but a strategic tool that enhances a product’s appeal and competitiveness.

 Factors Influencing Consumer Buying Behaviour Based on Product Packaging

1. Colour & Design: Colours evoke emotions and psychological responses in consumers. For example,
red is associated with excitement and urgency, green symbolizes nature and sustainability, and blue
conveys trust and security. Well-designed packaging with visually appealing graphics can attract
more buyers.
2. Material & Quality: The type of material used in packaging affects consumer perception. A
premium-looking package made of glass or high-quality cardboard suggests a high-end product,
while low-quality plastic packaging may make the product appear cheap.
3. Branding & Logo Placement: Consumers often trust well-known brands and are more likely to
choose products with familiar branding and logos. A strong, recognizable brand identity through
packaging builds consumer trust and preference.
4. Information & Labelling: Clear and accurate product information, including ingredients, usage
instructions, and safety warnings, helps consumers make confident purchasing decisions. Misleading
or unclear labels can damage a brand’s reputation.
5. Eco-Friendliness & Sustainability: With growing environmental concerns, many consumers prefer
packaging that is biodegradable, recyclable, or made from sustainable materials. Eco-friendly
packaging can influence purchase decisions, especially among environmentally conscious buyers.
6. Innovation & Uniqueness: Unique and innovative packaging, such as resealable pouches, easy-to-
use dispensers, or minimalist eco-packaging, can enhance convenience and make the product stand
out.

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7. Enhancing Product Visibility: In retail stores or online marketplaces, attractive packaging makes a
product stand out among competitors. Consumers often make purchasing decisions based on first
impressions created by packaging.

 Advantages of Product Packaging

 Protection & Safety: Packaging safeguards products from physical damage, contamination, and
external environmental factors, ensuring product quality and longevity.
 Marketing & Brand Recognition: Unique and well-designed packaging attracts consumer
attention and enhances brand identity, increasing sales potential.
 Convenience & Functionality: Modern packaging solutions offer convenience features such as
resealable zippers, single-use portions, and ergonomic designs that improve user experience.
 Product Information & Compliance: Clear labelling on packaging provides essential details
like nutritional values, allergens, usage instructions, and regulatory compliance, which are
important for consumer trust and satisfaction.
 Encouraging Impulse Buying: Attractive packaging, particularly in retail environments, can
lead to impulse purchases, boosting sales revenue.
 Sustainability & Environmental Impact Reduction: Many brands now invest in eco-friendly
packaging, which appeals to environmentally conscious consumers and reduces waste.

 Disadvantages of Product Packaging

 Increased Production Costs: High-quality packaging materials and innovative designs can
be expensive, leading to increased production and retail costs.
 Environmental Pollution: Excessive plastic and non-biodegradable packaging contribute to
environmental waste and pollution. Companies that do not adopt sustainable alternatives may
face criticism from eco-conscious consumers.
 Deceptive Packaging Practices: Some brands use misleading packaging designs, such as
oversized boxes with minimal product inside or exaggerated claims about product benefits.
This can lead to customer dissatisfaction and loss of trust.
 Storage & Space Constraints: Bulky packaging can take up more space in warehouses,
retail stores, and transportation, increasing logistical costs and inefficiencies.
 Difficult to Recycle: Some types of packaging, especially multi-layered materials or mixed
plastics, are challenging to recycle, leading to environmental concerns.
 Functions of Packaging

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 Protection: Packaging protects the product from external damage, contamination, moisture,
and tampering, ensuring its integrity throughout the supply chain.
 Containment: Packaging holds the product securely, preventing spills, breakage, or leakage,
particularly for liquid, powdered, or fragile items.
 Marketing & Branding: Packaging is a powerful advertising tool that promotes brand
recognition and differentiates products from competitors through logos, colours, and unique
designs.
 Information & Communication: Packaging provides vital product details, including
ingredients, usage instructions, expiration dates, certifications, and safety warnings, ensuring
consumers are well-informed.
 Convenience & Ease of Use: Modern packaging designs focus on consumer convenience by
incorporating resealable zippers, easy-pour spouts, single-serving portions, and lightweight
materials for better portability.
 Sustainability & Environmental Responsibility: With growing environmental awareness,
companies are shifting towards eco-friendly packaging solutions that minimize waste, use
biodegradable materials, and support recycling initiatives.

 Key elements of a product packaging

Consumer Psychology:
 Classical Conditioning: The packaging design acts as a conditioned stimulus, associating
positive feelings and perceptions with the brand due to repeated exposure.
 Perceived Value: Packaging design influences the perceived value of a product by conveying
quality, luxury, or convenience through visual cues.
 Cognitive Processing: Consumers actively interpret visual elements on packaging, forming
mental associations with the product.

Packaging Design Elements:

 Colour Theory: Colours evoke emotions and can be strategically used to influence
consumer perception.
 Typography: Font style and choice can impact brand image and readability.
 Imagery: Visuals on packaging can communicate product benefits, lifestyle associations,
and brand personality.

Marketing and Branding Implications:

 Brand Identity: Packaging should reinforce the brand's established image and values.

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 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
 Product Differentiation: Packaging design can be used to distinguish a product from
competitors on the shelf.

 Consumer Engagement: Packaging can be designed to encourage interaction and positive

experiences with the product.

 Key Theories Related to Product Packaging

1. Perception Theory

This theory states that consumers form opinions based on sensory experiences such as colour, shape,
texture, and design. Packaging plays a key role in shaping first impressions and influencing consumer
preferences.

2. Information Processing Theory

This theory suggests that consumers rely on clear and simple information to make purchase decisions. If
a product’s packaging provides essential details quickly, it enhances consumer confidence.

3. Colour Psychology Theory

Colours evoke emotions and influence buying decisions. Different shades send different messages,
making colour a crucial element in packaging design.

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DATA ANALYSIS & INTERPRETATION

Table 4.1 showing the age

Age No. of responses Percentage of

responses
Below 18 9 10.6

19-24 74 87.1
25-30 2 2.3
31-36 Nill 0
Above 36 Nill 0
TOTAL 85 100
(Source: Primary data)

Figure 4.1 showing the age

AGE
100

90 87.1

80

70

60

50

40

30

20
10.6
10
2.3 0
0
Below 18 19-24 25-30 31-36 Above 36

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 10.6% of respondents are below the age 18, 87.1%
of the respondents are between 19-24,2.3% of respondents are between 25-30, 31-36 and above 36 age
groups are nil. That means most of the respondents are between 19-24.

Table 4.2 showing the gender

Gender No. of responses Percentage of

responses
Male 33 38.8

Female 51 60

Prefer not to say 1 1.2

TOTAL 85 100

(Source: Primary data)

Figure 4.2 showing the gender

Gender

70
60
60

50
38.8
40

30

20

10
1.2
0
Male Female Prefer not to say

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
The above table and figure we can understand that 38.8% were male and 60% female remaining 1.2% prefer
not to say.

Table 4.3 showing the location of response

Location No. of responses Percentage

Rural 39 45.9

Urban 46 54.1

TOTAL 85 100

(Source: Primary data)

Figure 4.3 showing the location of responses

Area of the respondents

56
54.1
54

52

50

48
45.9
46

44

42

40
Rural Urban .

Interpretation

The above table and figure shows that 45.9% are from rural area and 54.1% from urban area
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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR

Table 4.4 showing the occupation of the responses

Occupation No. of responses Percentage

Student 79 92.9

Self employed 1 1.2

Part-time Job 4 4.7

Businessperson 1 1.2

Other Nil 0

TOTAL 85 100

(Source: Primary data)

Figure 4.4 showing the occupation of the responses

Occupation
100 92.9
90
80
70
60
50
40
30
20
10 4.7
1.2 1.2 0
0
Student Self employed Part-time Job Businessperson Other

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
Interpretation

From the above table and figure we can understand that majority of respondents are students. Which means
92.9% are students,1.2% are Part-time Job,4.7%are salaried employee, businessperson 1.2% and 0% other.

Table 4.5 showing the income of respondents

Income No. of respondents Percentage

Less than 10000 62 72.9

10000-25000 8 9.4
25000-50000 5 5.9
50000-100000 5 5.9
Above 100000 5 5.9
TOTAL 85 100
(Source: Primary data)

Figure 4.5 showing the income of respondents

Income
80

70

60

50

40
72.9
30

20

10
9.4 5.9 5.9 5.9
0
Less than 10000 10000-25000 25000-50000 50000-100000 Above 100000

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 72.9% respondents’ income fall under the category
less than 10000,9.4% between 10000-25000,5.9% between 25000-50000,5.9% between 50000-100000,5.9%
above 100000.

Table 4.6 shows the purchasing decision on the basis of packaging

Response No. of respondents Percentage

Always 20 23.5
Often 24 28.2
Sometimes 33 38.8
Rarely 7 8.2
Never 1 1.2
TOTAL 85 100
(Source: Primary data)

Figure 4.6 shows the purchasing decision on the basis of packaging

Purchase decision
45

40

35

30

25

20 38.8
15 28.2
23.5
10

5 8.2
0 1.2
Always Often Sometimes Rarely Never

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 23.5% respondents make decisions to purchase
product influenced by packaging, 28.2% often, 38.8% sometimes, 8.2% rarely, 1.2% never.

Table 4.7 Factors attracting the attention of the customers

Factors No. of respondents Percentage

Design/Graphics 36 42.4
Colour 6 7.1
Size/Shape 16 18.8
Material 15 17.6
Information 12 14.1
TOTAL 85 100
(Source: Primary data)

Figure 4.7 showing Factors attracting the attention of the customers

Factors affecting purchase

45

40

35

30

25

20 42.4

15

10 18.8 17.6
14.1
5
7.1
0
Design/Graphics Colour Size/Shape Material Information

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 42.4%respomdents get attracted by the feature
design/graphics,7.1%by colour,18.8%by size/shape,17.6%by material and 14.1% by information on the
package.

Table 4.8 showing importance of product name/brand

Response No. of respondents Percentage

Not at all important 8 9.4

Slightly important 17 20
Important 32 37.6
Fairly important 9 10.6
Very important 19 22.4
TOTAL 85 100
(Source: Primary data)

Figure 4.8 showing importance of product name/brand

Importance of product name/brand

40

35

30

25

20
37.6
15
22.4
10 20

5 9.4 10.6

0
Not at all impor- Slightly important Important Fairly important Very important
tant

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 9.4%of respondents give not at all importance to
visibility of product name ,20% slightly important, 37.6% important, 10.6% fairly important, 22.4% very
important.

Table 4.9 showing the importance of product’s purpose and benefits

Response No. of respondents Percentage

Not at all important 4 4.71

Slightly important 21 24.71

Important 32 37.6
Fairly important 13 15.29
Very important 15 17.65

TOTAL 85 100

(Source: Primary data)

Figure 4.9 showing the importance of product’s purpose and benefits

Importance of product’s purpose and benefits

40

35

30

25

20
37.6
15
24.71
10
17.65
15.29
5
4.71
0
Not at all impor- Slightly important Important Fairly important Very important
tant

Interpretation
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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 4.7% respondents give not at all importance to
packaging purpose or benefits,24.7% slightly important,37.6% important,15.3% fairly important,17.6% very
important.

Table 4.10 showing the package influencing purchase decisions

Response No. of respondents Percentage

Not at all important 4 4.7
Slightly Important 20 23.5
Important 32 37.6
Fairly important 11 12.9
Very important 18 21.2
TOTAL 85 100
(Source: Primary data)

Figure 4.10 showing the package influencing purchase decisions

Durability
40

35

30

25

20
37.6
15
23.5 21.2
10
12.9
5
4.7
0
Not at all impor- Slightly Important important Fairly important Very important
tant

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 4.7% give not at all importance to the durability and
quality of packaging while making purchase decision, 23.5% slightly important, 37.6% important, 12.9%
fairly important, 21.2% very important.

Table 4.11 showing whether the eco-friendly package influences purchase decisions

Response No. of respondents Percentage

Very unlikely 3 3.53
Unlikely 8 9.41
Neutral 44 51.76
Likely 20 23.53
Very likely 10 11.76
TOTAL 85 100
(Source: Primary data)

Figure 4.11 showing whether the eco-friendly package influences purchase decisions

Eco-friendly packaging
60

50

40

30
51.76
20

10
23.53

9.41 11.76
0
3.53
Very unlikely Unlikely Neutral Likely Very likely

Interpretation

From the above table and figure we can understand that 3.5% are very unlikely to choose a product with
ecofriendly packaging over one without, 9.4% unlikely, 51.8% neutral, 23.5% likely, 11.8% very likely.
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Table 4.12 showing the luxurious or premium looking packaging influences purchase decisions

Response No. of respondents Percentage

Very unlikely 1 1.18
Unlikely 15 17.65
Neutral 37 43.53
Likely 26 30.59
Very likely 6 7.06
TOTAL 85 100
(Source: Primary data)

Figure 4.12 showing the luxurious or premium looking packaging influences purchase decisions

Premium looking packaging

50

45

40

35

30

25
43.53
20

15 30.59
10
17.65
5
7.06
0 1.18
Very unlikely Unlikely Neutral Likely Very likely

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 1.2% are very unlikely to make purchase because of
premium looking packaging,17.6% unlikely,43.5% neutral,30.6% likely,7.1% very likely.

Table 4.13 showing whether the product’s uniqueness in packaging influences purchase decisions

Response No. of respondents Percentage

Not significant at all 4 4.71
Rarely significant 14 16.47
significant 42 49.41
Fairly significant 19 22.35
Extremely significant 6 7.06
TOTAL 85 100
(Source: Primary data)

Figure 4.13 showing whether the product’s uniqueness in packaging influences purchase decisions

Product Uniqueness
60

50

40

30
49.41
20

10 22.35
16.47
4.71 7.06
0
Not significant at all Rarely significant significant Fairly significant Extremely significant

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 4.7% respondents give no significance to
packaging’s ability to communicate the products uniqueness,16.5% rarely significant,49.4%
significant,22.4% fairly significant,7.1% extremely significant.

Table 4.14 showing the consistency of packaging reinforce your loyalty to a brand

Response No. of respondents Percentage

Very unlikely 1 1.18

Unlikely 13 15.29
Neutral 46 54.12
Likely 17 20
Very likely 8 9.41

TOTAL 85 100

(Source: Primary data)

Figure 4.14 showing the consistency of packaging reinforce your loyalty to a brand

Consistency of packaging
60

50

40

30
54.12

20

10 20
15.29
9.41
0 1.18
Very unlikely Unlikely Neutral Likely Very likely

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 1.2% of respondents not at all give importance to the
packaging design in reinforcing loyalty to a brand,15.3% rarely important,54.1% important,20% fairly
important,9.4% very important.

Table 4.15 showing the quality of the packaging influences trust and loyalty towards a brand

Response No. of respondents Percentage

Extremely influence 11 12.94
Fairly influence 18 21.18
Influence 45 52.94
Slightly influence 9 10.59
Does not influence 2 2.35
TOTAL 85 100
(Source: Primary data)

Figure 4.15 showing the quality of the packaging influences trust and loyalty towards a brand

loyalty towards a brand

60

50

40

30
52.94
20

10 21.18
12.94 10.59
0 2.35
ce ce ce ce ce
uen uen uen uen uen
nfl nfl In
fl nfl nfl
yi rly
i
ly
i ti
el i ht no
m Fa lig s
xtre S Do
e
E

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
Interpretation

From the above table and figure we can understand that 12.9% respondents are extremely influenced by the
quality of packaging towards trust to a brand, 21.2% fairly influenced, 52.9% influenced,10.6% slightly
influenced, 2.4% does not influenced.

Table 4.16 showing how memorable unboxing experience shapes brand preference.

Response No. of respondents Percentage

Not at all important 8 9.41

Slightly Important 18 21.18
Important 37 43.53
Fairly important 17 20
Very important 5 5.88
TOTAL 85 100
(Source: Primary data)

Figure 4.16 showing how memorable unboxing experience shapes brand preference

Unboxing experience
50
45
40
35
30
25
43.53
20
15
10 21.18 20
5 9.41
5.88
0
nt nt nt nt nt
rta rta rta rta rta
po po po po po
im Im Im im i m
a ll tly rly ry
i Ve
at i gh Fa
t Sl
No

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 9.4% respondents give not at all importance to
packaging which enables to create a memorable unboxing experience,21.2% slightly important,23.5%
important,29% fairly important,5.9% extremely important.

Table 4.17 showing the importance of personalisation and customisation of packaging.

Response No. of respondents Percentage

Not at all important 3 3.53

Slightly Important 16 18.82
Important 47 55.29
Fairly important 13 15.29
Very important 6 7.06
TOTAL 85 100
(Source: Primary data)

Figure 4.17 showing the importance of personalization and customization of packaging

Strengthening your loyalty to a brand

60

50

40

30
55.29

20

10 18.82
15.29
7.06
3.53
0
Not at all impor- Slightly Important Important Fairly important Very important
tant

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
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From the above table and figure we can understand that 3.5% of respondents give not at all importance to
customisation of packaging in strengthening loyalty to a brand,18.8% rarely,55.3% important,15.3% fairly
important,7.1% extremely important.

Table 4.18 showing whether packaging was damaged or unsatisfactory.

Response No. of respondents Percentage

Yes 53 62.35

No 32 37.65

TOTAL 85 100

(Source: Primary data)

Figure 4.18 showing whether packaging was damaged or unsatisfactory.

Damaged or unsatisfactory
70

60

50

40

30 62.35

20 37.65

10

0
Yes No

Interpretation

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
From the above table and figure we can understand that 62.4 % respondents say yes that they returned a
product because it's packaging was unsatisfactory,37.6% no

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Table 4.19 showing choosing one product over another due to packaging.

Response No. of respondents Percentage

Yes 35 41.18
No 22 25.88
Sometimes 28 32.94
TOTAL 85 100
(Source: Primary data)

Figure 4.19 showing choosing one product over another due to packaging.

Product Switching
45

40

35

30

25

20 41.18
32.94
15
25.88
10

0
Yes No Sometimes

Interpretation

From the above table and figure we can understand that 41.2% of respondents says yes that they have chosen
one product over another due to its packaging,25.9% no, 32.9% sometimes.

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Table 4.20 showing the purchase pattern of product with appealing packaging

Response No. of respondents Percentage

Very unlikely 3 3.53

Unlikely 13 15.29
Neutral 48 56.47
Likely 18 21.18
Very likely 3 3.53

TOTAL 85 100

(Source: Primary data)

Figure 4.20 showing the purchase pattern of product with appealing packaging

Purchase pattern
60

50

40

30
56.47

20

10 21.18
15.29

3.53 3.53
0
Very unlikely Unlikely Neutral Likely Very likely

Interpretation

From the above table and figure we can understand that 3.5% of respondents are very likely to purchase a
product with appealing packaging even if it costs high price21.2% likely,56.5% neutral,15.3%
unlikely ,3.5% very unlikely.

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5.1 FINDINGS

 85.7% of the respondents are between the age group 19-24.

 60% of the respondents are females.
 54.1% respondents are from urban areas.
 92.9% of respondents are students.
 72.9% of respondent’s income level is less than 10,000.
 38.8% respondents are influenced by packaging while making a decision to purchase a product.
 42.4% respondents are attracted by the factor design and graphics.
 37.6% respondents give importance to the visibility of brand name on the packaging.
 37.6% give importance to the product’s purpose and benefits over packaging.
 37.6% respondents are influenced by the durability and quality of packaging.
 51.8% respondents choose products which has eco-friendly packaging.
 43.5% respondents make purchase because of premium looking packaging.
 49.4% respondents stand on neutral stand about significance of packaging ability to communicate
the product’s uniqueness in influencing their choice.
 54.1% gives importance to packaging design logo, colour, style in reinforcing loyalty to a brand.
 52.9% of respondents responds that the quality of packaging influence their trust and loyalty towards
a brand.
 43.5% respondents say packaging enables to create a memorable unboxing experience which
influences their preference for a brand.
 55.3% respondents give importance to customisation to packaging.
 62.4% respondents returned a product because of unsatisfactory packaging that means packaging
influences a lot on purchasing behaviour of customer.
 41.2 % respondents have switched products due its packaging.
 56.5% respondents neutralised to purchase a product with appealing packaging, even if it costs
slightly more than a similar product with plain packaging.
 It is found that most consumers are influenced by packaging while making a purchase.

5.2 SUGGESTIONS

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 Focus on youth-centric and female-oriented packaging designs.
 Ensure clear branding and attractive graphics to capture attention.
 Offer affordable yet visually appealing packaging for price-sensitive customers.
 Prioritize eco-friendly and durable packaging to meet sustainability demands.
 Balance premium aesthetics as some customers value it while others remain neutral.
 Enhance the unboxing experience, personalization, and customization to boost brand loyalty.
 Use packaging to clearly communicate product purpose and benefits for better consumer influence.

5.3 CONCLUSION

The study on the role of product packaging in consumer buying behavior reveals that packaging is a crucial
factor influencing purchasing decisions. The majority of respondents, primarily young students aged 19-27,
with a higher representation of females and urban residents, emphasize the importance of packaging
elements in their buying choices. Key factors such as design, graphics, and branding significantly attract
consumers, while clear communication of the product’s purpose and benefits through packaging is also
highly valued. Durability and quality packaging enhance trust and brand loyalty, reinforcing consumer
confidence in a product. Although opinions on eco-friendly packaging and premium-looking designs vary,
many customers recognize the significance of unique and personalized packaging. Additionally, a
memorable unboxing experience plays a role in shaping brand preference. Overall, the study concludes that
businesses must prioritize innovative, informative, and high-quality packaging strategies to effectively
influence consumer behavior and strengthen brand loyalty.

BIBILLIOGRAPHY

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Books & Journals

 Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
 Underwood, R. L. (2003). "The Communicative Power of Product Packaging: Creating Brand
Identity via Lived and Mediated Experience." Journal of Marketing Theory and Practice, 11(1), 62-
76.
 Silayoi, P., & Speece, M. (2007). "The Importance of Packaging Attributes: A Conjoint Analysis
Approach." European Journal of Marketing, 41(11/12), 1495-1517.
 Rundh, B. (2016). "The Role of Packaging within Marketing and Value Creation." British Food
Journal, 118(10), 2491-2511.

Research Papers & Articles

 Ampuero, O., & Vila, N. (2006). "Consumer Perceptions of Product Packaging." Journal of
Consumer Marketing, 23(2), 100-112.
 Wells, L. E., Farley, H., & Armstrong, G. A. (2007). "The Importance of Packaging Design for Own-
label Food Brands." International Journal of Retail & Distribution Management, 35(9), 677-690.
 Rettie, R., & Brewer, C. (2000). "The Verbal and Visual Components of Package Design." Journal of
Product & Brand Management, 9(1), 56-70.

Web Sources

 Nielsen. (2015). The Impact of Packaging on Consumer Buying Decisions. Retrieved from
www.nielsen.com
 Statista. (2023). Consumer Preferences for Sustainable Packaging. Retrieved from www statista.com
 Packaging Digest. (2022). Trends in Consumer Packaging. Retrieved from www.packagingdigest.com

APPENDIX

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QUESTIONNAIRE

1. Age
o Below 18
o 19-24
o 25-30
o 31-36
o Above 36

2. Gender
o Male
o Female
o Prefer not to say
3. Location
o Rural
o Urban
4. Occupation
o Student
o Self employed
o Part-time Job
o Businessperson
o Other
5. Income
o Less than 10000
o 10000-25000
o 25000-50000
o 50000-100000
o Above 100000
6. How often does the packaging influence the decision to purchase a product?
o Always
o Often
o Sometimes
o Rarely
o Never

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7. Which of the following factors in the packaging attract your attention the most when making a
purchase?
o Design/graphics
o Colour
o Size /shape
o Material
o Information on the packaging
8. How important is the visibility of the products name or brand on the packaging?
o Not at all important
o Slightly important
o Important
o Fairly important
o Very important
9. How well should the packaging communicate the product’s purpose or benefits?
o Not at all important
o Slightly important
o Important
o Fairly Important
o Very important
10. How crucial is the durability and quality of the packaging influencing purchase decisions?
o Not at all important
o Slightly important
o Important
o Fairly important
o Very important
11. How likely are you to choose a product with eco-friendly packaging over one without?
o Very unlikely
o Unlikely
o Neutral
o Likely very likely
12. How likely are you to purchase because of its luxurious or premium looking packaging?
o Very unlikely
o Unlikely
o Neutral
o Likely

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o Very likely

13. How significant is the packaging’s ability to communicate the product’s uniqueness in
influencing your choice?
o Not at all significant
o Rarely significant
o Significant
o Fairly significant
o Extremely significant
14. How important is the consistency of packaging design (eg: logo, colour, style) in reinforcing
your loyalty to a brand?
o Not at all important
o Rarely important
o Important
o Fairly important
o Extremely important
15. How much does the quality of the packaging influence your trust and loyalty towards a brand?
o Extremely influence
o Fairly influence
o Influence
o Slightly influence
o Does not influence
16. How much does the packaging enables to create a memorable unboxing experience influence
your preference for a brand?
o Not at all important
o Slightly important
o Important
o Fairly important
o Extremely important
17. How important is the personalisation and customisation of packaging in strengthening your
loyalty to a brand?
o Not at all important
o Rarely important
o Important
o Fairly important

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St. Thomas College (Autonomous), Thrissur Department Of Commerce
 A STUDY ON ROLE OF PRODUCT PACKAGING ON CUSTOMER BUYING BEHAVIOUR
o Extremely important
18. Have you ever returned a product because its packaging was damaged or unsatisfactory?
o Yes
o No

19. Have you ever chosen one product over another due to its packaging?
o Yes
o No
o Sometimes
20. How likely are you to purchase a product with appealing packaging,even if it costs slightly
more than similar products with plain packaging?
o Very likely
o Likely
o Neutral
o Unlikely
o Very unlikely

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St. Thomas College (Autonomous), Thrissur Department Of Commerce