Volume 17 Issue 2 August 2024

Study of Innovative Packaging Designs that Create a Long-Lasting

Impression on the Consumers Mind

Lubna Sabir Abstract

Department of Interior Design,
Amity School of Design,
Purpose: The main purpose of innovative packaging design is to
Amity University, Noida attract customers' attention. Packaging design has the power to elicit
OrcidID:0009-0005-5763-4826 strong emotions and feelings from consumers in addition to providing
information. Effective packaging looks very attractive and tends to
create a good first impression Innovative means something new,
Dr D David Winster Praveenraj different, uncommon and unique.
Assistant Professor,
Design/methodology/approach: The convenient sampling method was
School of Business and Management,
CHRIST University, Bangalore used for data collection of data. Total 802 self-administered
questionnaires were used for data analysis. To evaluate the study's
hypothesis, Pearson's correlation approach was employed.
Dr. Mamatha. J Findings: It was found through the study that there is a significant
Associate Professor, correlation between the purchase decision of the respondents and the
Department of Psychology, PG Studies,
packaging of the products. At the same time, the color and design of
NMKRV College for Women,Bangalore
the products also have long lasting impression on the minds of the
consumer.
Dr. Akeela. P Practical Implications: The results of the study will help the
Assistant Professor,
manufacturing companies to even check into the packaging of the
Department of Psychology,
Christ University, products more so that they can increase their sell and earn good
Bangalore profits. This will help companies create effective packaging designs
and attract customers.
Originality/Value: The research examines the carefully considered
Dr. Manisha relationship between product purchasing decisions and packaging
Assistant Professor, features like material, color, and design. The study even elaborates that
Department of Commerce, if the packaging aspects are handled tactfully by the manufacturers,
Delhi School of Economics, the consumer loyalty can be increased.
University of Delhi
OrcidID:0000-0002-5012-7857 Keywords: Innovative packaging, Design, Impression Innovative,
Pearson's correlation.
Introduction
Design is more than just how something looks and feels; it also
involves how it functions. This remark should not be misread by
emphasizing functionality, even though it has been proven essential
for thousands of

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years despite its design. In terms of product design, the In the current scenario, as per the point of view of the
aesthetic significance of a given product is its design, look researcher, the focal point is to understand the concept and
and feel. Once the functions of multiple products are more need for innovation. The concept is to find the market wall
or less similar, it determines the choice of customers. In the and change the popular rules in the market. On the basis of
coming years, futuristic technology and creative design this idea, distinctive products have been developed, and as a
solutions will be popular due to their tasteful result of their distinctiveness, new target markets have been
implementation and ability to significantly improve the reached. Convincing buyers that they need creative
user experience. packaging is the main challenge in developing it. As a
Packaging design is a wide topic with a lot of different result, while developing a new product, one should take
facets that can be researched. Understanding consumer into account the gaps in the market for already-available
perceptions and opinions about various product designs is a goods. You must be aware of the issues that your clients are
key goal of this research. That is, find out how customers currently dealing with. It is best to ask your customers about
view and assess the patterns, whether they find the creative any issues they may be having right now.
and appealing packaging design, color palette, and graphics Most of the time, it is neither functionally deficient nor
appealing, and whether the packaging material is of a high visually appealing. An incomplete product description on
enough quality. The crucial goal of this research is to the packaging could potentially be the issue. These are
understand the factors as well as the significance of the things to take into account while creating creative
designs of packaging in relation to the perception of the packaging. Thus, creative packaging ought to be both
customers. This will help companies create effective elegant and useful. Personalization of innovative
packaging designs and attract customers. packaging When many companies on the market treat
No matter how attractive a design is, a successful customers in the same way, it is worth soliciting feedback
innovative product design is able to highlight its beneficial directly.Customers want to be attracted and encouraged to
qualities. While most consumers are unlikely to spend buy. Customers also hope that the product can be
money on useless items, most people are willing to spend customized according to personal preferences. It is a good
money. Despite a product's usefulness, its real success idea to prepare several subject lines for specific target
depends on the designer's ability to blend aesthetic appeal groups for a given product.
with practicality so that users may easily understand how to Promotion of the packaging details is the listed function
utilize it. that the packaging design needs to have. It all depends on
Innovative packaging designs have a chance to be the products, whether the products packed should have a
successful in the marketplace. It takes work to create sober design, brighter colours or text material. Advertisers
innovative, cutting-edge items. This design is based on want you to see their products first among all other favorite
knowledge and expertise and is an artistic creation. products. The functional parts of the product can be printed
Aesthetics by itself is insufficient to produce creative on the packaging box, or nutrition labels can be provided
packaging designs. As the name suggests, creative for consumers to view. Remember to walk along the grain
packaging is any packaging that distinguishes a product aisle. Which boxes stand out and attract your attention
from rivals. They also progressively incorporate more almost immediately? If you find yourself looking at a cereal
economical and environmentally friendly fixes for long- box and feeling some emotion, then the advertiser has
standing issues with product packaging. Although packing successfully attracted your attention as a consumer.
comes in a variety of sizes and forms, it can generally be Packaging design should not only make the goods appear
classified as one of several types. Packaging often comes in good, but it should also be functional to guarantee that the
the following forms: boxes, barrels, cartons, drums, bags, product is protected. This feature is quite helpful for goods
or any combination of paper, plastic, or other materials. that are delicate or liquefied. A product must be made and

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packaged sufficiently adequately to withstand the trip from Innovative packaging concept: Peter Drucker, a major
manufacturer to shelf before it is put on display for business thinker in the twentieth century, stated that a
consumer purchase. And while there are several key company has two functions-marketing and innovation.
components of a brand's identity, packaging, which often These two concepts will be combined in his article. As the
provides the first interaction between consumer and last marketing message your clients will see before making
product, has historically been overlooked. But as brands a purchase, packaging serves a marketing purpose in the
continue to gain a better understanding of consumer end. The success of a product primarily depends on its
desires, behaviors, and tendencies, a fresh perspective on packaging if it is sold in a retail setting. These days, we have
packaging has emerged, and the importance of the full to pay a premium to get past the clutter of numerous other
packaging value chain is being recognized for its ability to competing offerings. Examine what your rivals are doing to
bring a brand promise and purpose to life. Throughout the ensure that your design is fresh and distinct. Innovative
consumer-packaged goods industry, it's common packaging will draw attention to your goods, support the
knowledge that a product on a shelf only has a few precious development of your brand, and give them a unique
seconds to attract a consumer's attention and be convincing personality. Your first impression of its items will be based
enough to drive a purchase. on their packaging.
Because of the economic globalization, producers must The perception process includes three stages: selection,
exhibit their goods all over the world. A compelling strategy organization, and interpretation. Perception is a part of the
to boost sales as well as set their items apart from those of brain that interprets our senses-hearing, taste, and touch-as
competitors. There are many ways to attract attention to the images that we can understand before the brain takes any
public of the product. From these methods, one of the most action. Attention can attract people's attention and help us to
is to package the product in an attractive way, so it is easy to decide what our minds will focus on based on our goals,
attract customers' attention. Giving accurate information to past experiences and areas of interest. There are four ways
the customers is the main role of packaging, and so, in a in which product packaging design affects buying
way, it itself becomes the language of the product. behavior: 1. Brand positioning 2. Packaging design and
Packaging helps distinguish a product from other products quality 3. Color connection 4. Perceived value:
in the market. Packaging is an important tool in the market
Review of Literature
that can build a product's brand image at home or
abroad,which helps increase sales. Secondly, packaging Various researchers have already done the research and
helps protect the product from quantity-Risk factors in the undertaken and investigated about Study of innovative
process of transportation and hoarding. packaging design that creates a Long –lasting impression
on the consumer's mind. Which are as follows:
Innovative Package Designs in India
Silayoi& Speece,(2007).Their study makes an effort to
The products sustainability and growth can be achieved by research the relationship between software packages. The
making innovation in terms of the design and crafting that software packages are divided into two categories: visual
even leads to improved affordability. Shelves and fast- elements (graphics, colors, shapes, and sizes) and
moving consumer goods packaging design violate information elements (provided information and
conventions after being correctly implemented, and technology). Visual elements are related to the emotional
packaging design can also serve as marketing materials to aspects of the consumer's decision-making process, while
convey brand value to consumers. To be attractive, the information elements are related to cognitive factors. In
packaging should be both practical and beautiful. summary, there are two primary components of packaging
Therefore, in packaging design, a lot of research and elements that may be identified: visual and verbal aspects.
experience are needed to ensure the perfect balance of Documents that rely on analysis, graphics, colors, sizes,
beauty, functionality, and branding. forms, and materials are regarded as visual elements, while

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product information, producer, country of origin, and brand Additionally, it aids in creating an image of the goods in
are regarded as language elements. customers' thoughts. As a result, if you overlook the
Agariyaetal. (2012). Researched Nepal's new consumer packaging's design, there may be a lower likelihood that it
product brands, packaging and labels. This article focuses will be noticed and drawn in, which could result in sales.
on the existing practices of branding, packaging and Objectives of the Study.
labeling of new products in the consumer product
Following are the objectives of the present study:
manufacturing sector. The research method is a descriptive
representation of facts related to consumer new products To evaluate how the packaging colours influences the
(different categories of products such as soap, biscuits, buying decisions of the consumers.
noodles, cigarettes and cigarettes) collected through To understand in what way the packaging material has
questionnaire surveys. The value of packaging and impact on the consumers mind.
labeling. To study the theoretical background of innovative
Malea A. (2017).The packaging is used to identify the packaging design.
product. Plays an important role in attracting consumers. In To study how innovations in packaging leads to increase in
the case of packaging design, children may be more the product purchase by the consumers.
sensitive. As a result, the business needs to create appealing
To qualitatively study the communication aspect of
packaging to draw in kids. An attractive arrangement can
Packaging.
draw customers in more readily and help the things on the
shelf stand out. Therefore, we may entice customers to Hypothesis for the Present Study
notice and touch our products by creating eye-catching The study will also try to answer the following assumed
patterns, graphics, colors, printed lines, numerous signs and hypothesis:
symbols, and combinations of different materials. This will
H1: There is a relationship between consumer's buying and
eventually inspire them to try and purchase the product. All
packaging color.
of the information regarding the product's quality, price,
and description is included in the printed material, which H2: There is a relationship between consumer's buying
also aids in brand identification. behavior and packaging material.

Behzad M.(2014) Observing that certain inherent cues on H3: There is a relationship between consumer's buying
the packaging will directly or indirectly generate price behavior and the design of the wrapper.
expectations based on the evaluation of their quality and H4: There is a relationship between consumer's buying
attractiveness. Even if there is no price information, these behavior and packaging innovations.
expectations will affect consumers' intention because of the
Research Methodology
harmony associated with high quality, the price
expectations of rich designs may be higher. Due to natural The present research can be termed as both empirical and
and exquisite factors, the attractiveness of the design may descriptive in nature. In the present study the purchase
also affect price expectations. decision happens to be the depended variable, whereas the
material of the products, innovative design approach and
Chind (2012). According to their views in the book "The
packaging becomes the independent variable. The
Essence of Marketing", packaging has four unique
researcher used both types of data, primary and secondary.
marketing functions. It contains and protects the product. It
The data was circulated to total 205 respondents from the
promotes products. It can help consumers use products.
city of Mumbai. The data was collected by using the digital
Lastly, it can promote recycling and lessen harm to the
platforms. The data was analyzed with the help of advance
environment. Thus, packaging serves a purpose beyond
excel option and SPSS package after cross tabulation. The
only safeguarding the company's merchandise.
inferences were drawn depending on the objectives.

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Analysis and Interpretation Gender of Respondents.-

Analysis on personal profile of the respondents Males were 57.84% and females studied were 42.14%/ This
reveals that maximum respondents were Male.
Age Group of Respondents:-
Profession of Respondents:-
Total 205 respondents were surveyed. The respondents
ranging in the age category of 18-20 comprises of 48.29%. Studying the profession of the respondents it was noted that
Around 28% respondents were from 21-30 years. Nearly students which are 65.85%, professional backgrounds,
13% respondents were from 31-40 years and remaining 10.73 20.58%, service employees which is 9.80%. data reveals
% of respondents were from 21 and above age group. This that maximum respondents are students.
concluded that maximum respondents were 18-20 years.

Table 1. Style of Packaging of Products.

CATEGORY NO. OF RESPONDENTS PERCENTAGE
ATTRACTIVE 178 86.83
SATISFACTORY 27 13.17
TOTAL 205 100.00

Figure 1. showing data about types The about table 1and figure1 shows the data about which
of packaging of the products like. type of packaging of this product they like. When 205
respondents were surveyed 178 respondents prefer
Style of Packaging of Products
attractive packaging which is 86.83%. Remaining 27
100.00 respondents satisfy with the packaging design which is
PERCENTAGE

50.00 13.17%. This concluded that majority of the respondents

find attractive design.
0.00
ATTRACTIVE SATISFACTORY
CATEGORY

Table 2. Awareness of Innovative Product Packaging Design

CATEGORY NO. OF RESPONDENTS PERCENTAGE
YES 173 84.39
NO 32 15.61
TOTAL 205 100.00
Figure 2. showing data about aware of
innovative product packaging design. The above table 2 and figure 2show the data that does the
Awareness of Innovative Product Packaging
respondents are aware about innovative product packaging
Design design. When 205 respondents were surveyed out of which
100.00 173 respondents were aware about the innovative
PERCENTAGE

packaging design which is 84.39%. Remaining 32

50.00 respondents were not aware about such packaging that is
15.61%. These results that maximum respondents were
0.00
YES NO
aware about innovative packaging design.
CATEGORY

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Table 3. Purchase of Product based on Packaging

CATEGORY NO. OF RESPONDENTS PERCENTAGE
YES 66 32.20
NO 15 7.32
SOMETIMES 124 60.49
TOTAL 205 100.00
Figure 3 showing data about purchase
of product on basis of packaging. The above table 3 and figure 3show the data that does the
respondents purchase the product on basis of packaging.
When 205 respondents were surveyed 66 respondents
Purchase of Product based on purchase products on basis of packaging which is 32.20%.
Packaging Nearly 15 respondents never purchase products on basis
100.00 packaging that is 7.32%. Remaining 124 respondents feels
PERCENTAGE

50.00
that sometimes they purchase products on basis of
packaging which is 60.49%. This revels that majority of
0.00
respondents sometimes purchase products on basis of
YES NO SOMETIMES
CATEGORY design.

Table 4.Colour of Product Packing attracts customers

CATEGORY NO. OF RESPONDENTS PERCENTAGE
YES 188 91.71
NO 17 8.29
TOTAL 205 100.00

Figure 4. showing data that are the respondents

attracted by the colour of the products packaging.
The above table 4 and figure 4 shows the data that are the
respondents attracted by the colour of the products
Colour of Product Packing attracts customers
packaging. Out of 205 respondents 188 respondents are
100.00
attracted by the colour of the products which is 91.71%.
80.00
PERCENTAGE

60.00
About 17 respondents does not buy products on basis of
40.00
colour of the product that is 8.29%. This data reveals that
20.00 maximum respondents are attracted by the colour of the
0.00 product packaging.
YES NO
CATEGORY

Table 5. Design or graphics on the product packing attracts customers

CATEGORY NO. OF RESPONDENTS PERCENTAGE

YES 192 93.66
NO 13 6.34
TOTAL 205 100.00

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Figure 5. showing data about design or graphics The above table 5 and figure 5 shows the data about does the
on the products packaging attracts customers. design and graphics on the products packaging attracts the
Design or graphics on the product packing attracts
customers. When 205 respondents were surveyed out of
customers which 192 respondents says that they are attracted by the
100.00 design or graphics on packaging which is 93.66%.
80.00
Remaining 13 respondents does not attract towards design
PERCENTAGE

60.00
or graphics on packaging that is 6.34%. this concluded that
40.00
20.00
majority of the respondents attract towards design or
0.00 graphics packaging of the products.
YES NO
CATEGORY

Table 6. Material of Product Packing Design Attracts customers.

CATEGORY NO. OF RESPONDENTS PERCENTAGE

YES 183 89.27
NO 22 10.73
TOTAL 205 100.00

Figure 6 showing data about material of the The above table 6 and figure 6show the data that are the
product packaging design attracts customers. respondents attracted by the material of the product
packaging design. When 205 respondents were surveyed
Material of Product Packing Design Attracts
customers 183 respondents agreed that they are attracted by the
100.00
material of the product packaging design which is 89.27%
PERCENTAGE

and 22 respondents does not get attracted by the material of

50.00 the product packaging design which is 10.73%. This results
0.00 that majority of the respondents get attracted by the
YES NO material of the package.
CATEGORY

Table 7. Opinion on Packaging and Product quality

CATEGORY NO. OF RESPONDENTS PERCENTAGE
YES 189 92.20
NO 16 7.80
TOTAL 205 100.00
Figure 7. showing data about opinion of the respondents
The above table 7 and figure 7show the data about opinion
about packaging and product quality.
on packaging and product quality. Out of 205 respondents
Opinion on Packaging and Product quality 189 respondents agreed that better packaging retains the
100.00 product in good condition which is 92.20%. Remaining 16
PERCENTAGE

80.00
respondents does not think better packaging products not
60.00
40.00 retains the product in good condition that is 7.80%. This
20.00 concluded that majority of the respondents think that
0.00
YES NO packaging retains products in good conditions.
CATEGORY

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Table 8. Preference over Packaging with Better Handling and Transportation

CATEGORY NO. OF RESPONDENTS PERCENTAGE
YES 200 97.56
NO 5 2.44
TOTAL 205 100.00

Figure 8. showing data about preference over

packaging with better handling and transportation. The above table 8 and figure8 shows the data about
preference on packaging with better handling and
Preference over Packaging with Better Handling and transportation. When 205 respondents were surveyed out of
Transportation which 200 respondents agreed that preference over
100.00 packaging with better handling and transportation which is
80.00
97.56%. Remaining 5 respondents do not prefer over
PERCENTAGE

60.00
packaging with better handling and transportation that is
40.00
2.44%. this concluded that maximum respondents agreed to
20.00
prefer over packaging with better handling and
0.00
YES NO
transportation.
CATEGORY

Hypothesis Testing Hypothesis:

To analyze the research outcome the results of descriptive H1: There is a relationship between consumer's buying and
analysis of all dependent and independent variables are packaging color.
shown as follow:

Table 9: Correlations between consumer's buying behavior and packaging color

Customer Behavior (CB) Packaging Color (PC)

Pearson Correlation 1 r=.562**

CB Sig. (2-tailed) p=0.0001

N 300 300

Pearson Correlation .562** 1

PC Sig. (2-tailed) 0.0001

N 205 205

**correlation is significant at the 0.01 level (2-tailed).

The above table 9 represents the positive correlation with H2: There is a relationship between consumer's buying
values as r=0.562 and p=0.0001.Thus, we can say that the behavior and packaging material.
hypothesis is accepted.

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Table 10: Correlations between consumer's buying behavior and packaging material
CB PC
Pearson Correlation 1 r=-0.006
CB Sig. (2-tailed) p=0.914
N 300 300
Pearson Correlation -0.006 1
PC Sig. (2-tailed) 0.914
N 205 205

Table 10, represent the negative correlation with values as r= -0.006 and p=0.914. Thus, we can say that hypothesis is rejected.
H3: There is a relationship between consumer's buying behavior and the design of the wrapper.

Table 11:Correlations between consumer's buying behavior and wrapper design.

CB PC
Pearson Correlation 1 r=.443**
CB Sig. (2-tailed) p=0.00001
N 300 300
Pearson Correlation .443** 1
PC Sig. (2-tailed) 0.00001
N 205 205

**Correlation is significant at the 0.01 level (2-tailed).

The above table 11 represents the positive correlations with values as r=0.443 and p= 0.0001. Thus, we can say that the
hypothesis is accepted.
H4: There is a relationship between consumer's buying behavior and packaging innovations.

Table 12: Correlations between consumers' buying behavior and packaging innovation.

CB PC
Pearson Correlation 1 r=.335**
CB Sig. (2-tailed) p=0.0005
N 300 300
Pearson Correlation .335** 1
PC Sig. (2-tailed) 0.0005
N 205 205

**correlations are significant at the level (2-tailed) Conclusion

Positive relationships between customer purchasing In the contemporary world, marketers need to move with
behavior and package innovation are displayed in Table 12 the pace of growing competition and sustain themselves to
above (r=0.335, p= 0.0005). So, that it is clear that the meet the needs of their customers. The present research has
hypothesis is accepted. highlighted the trends in the market with relation to
packaging and design of the products. The main motto of
the research was to analyze the effect of the same on the

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consumer's mind and, finally, the behavior pattern. This size, wrapper material and design, creativity, country of
research will serve as a basis for future work in the origin, information about the product, the brand, and the
implementation of the suggestions and recommendations company or producer. In addition to this, the influence of
outlined in the earlier section. The researchers have a scope the factors in the package on the customers' decision to buy
to study the pattern of flow of the new products and exit of a product has been assessed, and it has been found that it
the old ones and the reasons behind the same. It is clear that depends on the customer's level of involvement, certain
researching this trend will assist marketers in securing a traits that are peculiar to the customers, and the pressure of
prominent position and gaining traction with a diverse time.
range of customers. Continuous research is expected on
Limitations of the Study
lines of packaging, designing, quality, appealing ads, and
prints in the line of product distribution. The main limitations of the study are as follows:

The conclusions given below are based on research related i) With respect to the study variables, a few factors are
to the function of packaging in relation tocustomers total subjective, such as innovation and purchase
purchasing tendencies. It was found that there exists a decisions. The same variable can be viewed
direct, crucial connection between the product's distinctive differently by different consumers.
characteristics and the evaluation by the customers. ii) The cost of production is increased when attractive
Therefore, in other words, the uniqueness of a product can packing comes into consideration. Not all product
impact the customers' product evaluation. In addition to manufacturers are intended to increase the same.
this, the research has also found that there is a direct and They believe that more than packaging, keeping the
important connection between customer awareness and product at a low cost attracts more consumers to their
labelling. products.
The Customer's opinion regarding the product is impacted iii) The study is related to Mumbai – one of the
by the packaging pattern, as it highlights a specific brand to metropolitan regions in India. The results of the same
the customer and emphasizes the name of the product. The may not be directly applicable to the rural and remote
packaging gives a certain individual characteristic to the regions of the country.
product. We can say that the awareness or perception of the
Recommendations of the Study
customers is highly impacted by labelling. Hence,
packaging in the current marketing correspondence can be Ÿ Packaging must be done in such a way that it proliferates
considered very crucial equipment and therefore, promotion. The packaging's function is not limited to
additional in-depth study of packaging factors and their protection and storage. The package should perform the
effects on the purchasing tendency of the customers function of promotion; it should attract customers and
become significant. motivate them to buy the product. The increase in mall
culture and organized retailing is resulting in the self-
Proper and clear images or colors of packaging that arouse a
service concept, so the package should act as a salesman.
satisfactory emotion in the customers, as well as packages
The package should be so convincing that the customer
that can be easily opened, closed, handled, and disposed of,
buys the product.
can attract and arouse the interest of the customers. An apt
amalgamation of these factors can make the product quite Ÿ Increase in eco-friendly packaging: As the youth is
attention- grabbing and beautiful. Detailed research on the becoming very concerned about environmental issues, the
significance of different factors to understand the choice of negative impact and pollution caused by packaging should
the customers shows that packaging and its different factors be considered by marketers. They should use packaging
influence the customers' decision to purchase the product. practices that lead to a green environment. Unnecessary
Important factors in a package are color, graphics, form, packaging should be avoided, and more eco-friendly and

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biodegradable packaging should be used. References:

ŸFocus on ethical packaging: Sometimes attractive ŸAgariya, A.K., Johari, A., Sharma, H.K., Chandraul,
packaging can be misleading. So, the packaging should U.N.S. & Singh, D. (2012). The Role of Packaging in Brand
represent the true value and should not portray a false image Communication. International Journal of Scientific and
of the quality. Engineering Research, 3(2), pp.11.
ŸMore availability of economical packaging: People ŸBehzad M., (2014). The art of packaging: An
(especially rural and low-income groups) want value for investigation into the role of color in packaging,
money. So reusable packages, refill packs, big packs with marketing,and branding.International Journal of
less price and sachet packs should be made readily Organizational Leadership 3, 92-102.
available to them.
Ÿ Chind, K. and Sahachaisaeree, N. (2012). Purchasers
ŸInnovative and unique packaging: The marketers should 'Perception on Packaging Formal Design: A Comparative
think of launching their products in innovative and unique Case Study on Luxury Goods Merchandizing, Procedia -
packaging. Social and Behavioral Sciences, Vol 42, 2012; PP:1-518
Future Scope of the Study ŸMalea A., (2017)- Innovative Packaging Design
The future scope of the study lies in the fact that it can be Toothpaste Packaging Case Study, international hellenic
extended even to semi-urban and rural regions to test university.
whether consumers from these regions also exhibit the ŸSilayoi, P., & Speece, M. (2007). The importance of
same intention while making the purchase of the product. packaging attributes: A conjoint analysis approach.
Further a comparative study can be made on the aspects of European Journal of Marketing, 41(11), 1495–1517.
price of product to packaging of the product to check the
dominance of the factor that may heavily influence the
purchase decision of the consumers.

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