Effect of Product Packaging on Consumer Behaviors

In recent years, the market has become increasingly crowded with identical products offered by numerous businesses. To make their products more competitive and increase the sales, a large number of companies adapted various techniques to influence and attract consumers. It is commonly believed that product packaging (PP) is one of the most powerful marketing technique, which acts as a silent communicator at the store shelf with the consumers, informing them basic information of the product while creating first impression to the consumers. This study analyzes the influence of various elements of packaging on consumer perception (CP) and buying decision by analyzing studies using questionnaire to collect data in the preliminary stage and SPSS software to analyze the correlation between the variables. According to the findings, there existed moderate relationships between consumer behavior (CB) and packaging color, quality, wrapper design and innovation, which highlighted the importance of product packaging in the market. Though extraneous variables could also play a role in influencing CB, packaging is an inevitable element that should be considered in improving the sales of a company.