1. IMM-pg. 1 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Abstract The aim of this article is to get the A
study to point towards role of packaging and Labelling on Consumer
buying behavior. The basic purpose of this is to find out how such
factors areInfluence& attract Consumer to buy a Product and How
Packaging and Labelling both examine the essential factors, which
are driving the success of a brand. The way you package and label
your product is important. First, packaging protects it from
physical, chemical and microbiological invasion. The package also
provides a medium for presenting advertising messages and other
importantinformation to the consumer. And finally, the package is
one of the greatest influences on a consumer's decision to try your
product and along with this Labelling gives an important edge
through its Attractive and eye catching effects. In the past time
primary purposeof packaging was to defend the product, but
currently according the varying marketing environments packaging is
being used as an instrumentfor increasing sales, attracting
customers and productcommunication to its consumers. Now days Role
of Packaging has change due to increasing changes in the consumer
desires. More companies are interested in packaging as a tool to
increase their sales by its shape, size, color, visual design,
font, thought, looks, types,labelling effect and detail information
about the product. A good packaging helps to identify product to
the consumers. Packaging is use for easily delivery
andsafetypurpose.Theproducerusethe packingforthe
consumersatisfaction that the product is original means that the
product is new. They also use for the promotional purposes as well
as to differentiate the product from other brand. Packaging is use
for marketing communication purposes and they are the important
element which influences the buying behavior of an individual. Key
Words: Packaging, Labelling, Buying behavior, Purchase decision,
Customer Influence, Marketing communication. 1. Introduction In now
a days competitive environment the role of package has changed due
to increasing self-serviceand changing consumers lifestyle. Firms
interest in package as a tool of sales promotion is growing
increasingly. Package becomes an ultimate selling proposition
stimulating impulsive buying behavior, increasing market share and
reducing promotional costs. Products are always protected by
packaging which is a material around the productto protect it from
any sortof damages, contain information about the brand, quality
and howto usethat Productis knownaspackaging.Accordingto
previousstudies Attraction towards the Packaging is more to be seen
in young generation due to several reasons. Consumers of all ages
are involved in the category of consumers, who get attracted to the
productsdue to its packaging,But young generation particularly of
age groupof 17- 30 years old males and females consumers to get
approximate results.
2. IMM-pg. 2 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Packaging is also used for the marketing of that
product. Itis actually one of the most important marketing tools
for any product. Labeling in packaging gives message to consumer
that the product have those kinds of features you want and I am
best from the other brands of the same products. Sometimes labeling
and packaging make in a very good manner that consumer think that
he or shereally needs that kind of product. Many consumers think
that this product doesnt have seen before and so many questions are
raised at the time of purchasing like the quality of product, it
may have some side Effects. In nowadays competitive environment the
role of package has changed due to increasing self-serviceand
changing consumers lifestyle. Firms interest in package as a tool
of sales promotion is growing increasingly. Package becomes an
ultimate selling proposition stimulating impulsive buying behavior,
increasing market share and reducing promotional costs. Labeling is
anything written on the packaging or product or anythingelse
rangingfromsimple tag or a designed graphics.Itis possiblethata
label only contain brand name of the product or it could contain
all the information about the ingredients and use of the product.
According to Rundh (2005) packageattracts consumers attention to
particular brand, enhances its image, and influences consumers
perceptions about product. Also package imparts unique value to
products (Underwood, Klein & Burke, 2001; Silayoi&
Speece,2004), works as a tool for differentiation, i.e. helps
consumers to choose the product from wide range of similar
products, stimulates customers buying behavior (Wells, Farley &
Armstrong, 2007). Thus package performs an important role in
marketing communications and could be treated as one of the most
important factors influencing consumers purchase decision. In this
context, seeking to maximize the effectiveness of packagein a
buying place, the researches of package, its elements and their
impact onconsumersbuyingbehaviorbecamea
relevantissue.Literatureanalysis on question under investigation
has shown that there is no agreement on classification of
packageelements as well as on research methods of packageimpact on
consumers purchase decision. Some of researchers try to investigate
all possible elements of packageandtheir impact on
consumerspurchasedecision(Butkeviciene, Stravinskiene &
Rutelione, 2008), while others concentrates on separate elements of
package and their impact on consumer buying behavior (e.g., Vila
& Ampuero, 2007; Madden, Hewett & Roth, 2000; Underwood et
al., 2001; Bloch, 1995). Moreover some researchers investigate
impact of package and its elements on consumers overall purchase
decision, (e.g., Underwood et al., 2001) Furthermore the abundance
of scientific literature on this issue do not provide unanimous
answer concerning impact of packageelements on
consumersbuyingbehavior: diversity of theresults in this area
depends not only on research models constructed and methods
employed, but on the context of the research too. All above
mentioned confirms the necessity to investigate this issue in more
detail. The cost of a package is often dependent upon the
materials,
3. IMM-pg. 3 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR manufacturing processes, printing, and assembly
process used to create the product. Development projects need to be
priced competitively, provide good profit margins, and ample return
on investment (Bruce & Biemans, 1995). One of the main
functions of a package is to promote the product within (Soroka,
2002). Product promotion is accomplished by using structural and
graphic designs that get the attention of consumers. The design of
a package is what attracts a consumer to a product and explains the
contents (Giles, 2000). This can be achieved through color
selection, text, shapes, textures, material, and an integration of
the structure and graphics (Eldred, 2009). Many packages undergo
evaluation by consumer focus groups to help with the selection of
aesthetic design choices (Doyle, 1996). Labeling provides a way for
companies to market their products while only changing a small
portion of the packaging. This allows for cost savings, flexible
marketing programs, and additional product options (Giles, 2000)
Kotler [2004] defines packaging as all the activities of designing
and producing the container for a product. Packaging can be defined
as the wrapping material around a consumer item that serves to
contain, identify, describe, protect, display, promote, and
otherwise make the product marketable and keep it clean. Packaging
is the outer wrapping of a product. It is the intended purposeof
the packaging to make a productreadily sellable as well as to
protect it againstdamage and prevent it from deterioration while
storing. Furthermore the packaging is often the most relevant
element of a trademark and conduces to advertising or communication
The aim of this paper basing on theoretical analysis of package
elements and their impact on consumers purchasedecision empirically
reveal the Elements having the ultimate effect on consumer choicein
a case of different products. Packaging as a tool for
communication!! Consumer Buying Behavior - Consumer buying behavior
is way through individual purchase and use the product which
satisfy there need and wants. ResearchQuestion To identify the role
of packaging on consumer buying behavior decision Literature
Review- According the (Kotler et al. 1998) in past we used to focus
on packaging as preventing stuffs but now it has been changed to
create awareness of product & attract the customer and
communicate. In the views of Rita Kuvykaite 2009 -package catches
Humans mind in the way of attraction of the packet sometime, rather
than catching by quality of product. In 2001 Underwood, Klein and
burkepresages, Packaging increases the value of the product, even
labelling is also very important content in packaging. In
4. IMM-pg. 4 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR 2004 Silayoi& Speece indicates that packaging
differentiate the similar kind of product of the same range and
variety of a company. In 2007 wells Farley & Amerstrong
connotes that packaging impacts and change the consumer buying
behavior. Alice louw 2006 indicated that packaging is also
important in the marketing environment. Basically packaging sells
the product through the good image leaving of product on consumers
mind. In 2003 according to the study of P.H.K.Prathiraja and
A.Ariyawardanathe, consumer getawareabout the stuffs through the
packaging. Consumer can easily pay something additional for those
information which is on the food stuffs. According to Liang Lu
2008, packaging as a good toolfor the product, packaging and
labelling makes product perfect. Labelling is also create the
difference in Packaging and consumers attraction. According to the
University of Helmeted School that, packaging is a source of
communication aboutthe productthat how to use, how to care, how to
get benefited.as well as for communication of those information
which is on the product. Packaging must be functional, it must be
protect the products in storage, transferring and also in used.
Another function is to given the customers the ease access and used
on the purpose of convenience. Ulrich R. Orth (2009) connotes
thatpackaging design can be used for building thebrand identity. It
create the brand image on consumers mind by giving proper color,
shape, size, font, thought, looks and detail about the product.
Through the detail study of literature packagingdesign tells
thatthere is no suchimportant strategies fordeveloping a unique
packaging design, shape, sizes, images, color etc. Ithas four
stages to create packaging. Collect information, for review of
branding and there impression and relevant information for win the
trust. To identify the suitable packaging (according to shape,
size, volume and types) for win that which is the most important
elements and the actual design of sample is selected. To give
proper information about the product with most efficient way.
Create brand image with eye catching design. In Dec. 2008 Bed Nath
Sharmas studied focuses on the existing practice of branding
packaging and labeling of new products in the manufacturing units
in consumer product. The study procedure through which the data is
collected through questionnaireisdescriptive, the
surveywascarriedoutwithdifferentconsumerandnew productslike
biscuit, soap, cigarettes, and noodles. Garder et al, indicated in
2000 that packages catch attention of the consumers. In1999Goldberg
etal. says that image on the product is important so that they
increase the attention and increase familiarity with the particular
product. In 2007 Renaud LUNARDO find out that the information
5. IMM-pg. 5 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR win the consumers attention.it create great effect
which influence mostly the young generation and there purchasing
behavior. In the views of Morgan & Adelina Broad Bridge (2007)
packaging change the consumer buying behavior by its effective
communication, prevention, & looking to Childs as well as
elders. They study the behavior of consumers and there perception
of the children products. In the view of Cruden 1989, over the year
the new packaging concept is introduced, according to this
packaging it creates evolution on buying decision of consumers.
According to Panwar (2004) Packaging is the act of containing,
protecting and presenting the contents through the long chain of
production, handling and transportation to their destinations in as
gooda state, as they were,at thetime of
production.Packagingisbrandingprocess it plays a role in
communicating the image and identity of a company Ahasanul, (2009)
measured the Factors Influencing Buying Behavior of Piracy Impact
to Malaysian. A structured questionnaire was used to collect data
whereby it was served as primary data to answer the research
questions and objectives planning to find out the factors that
plays a vital role about consumers perception towards pirated
products. Itcan be identified that the dependent variable is
consumer perception on piracy. Where else the independent variables
would be divided to social influence, personality/believe, culture,
and the economy. These are the factors that could influence
consumers perception on piracythereby
supportingoutdependentvariable. Socialinfluencewould include
susceptibility, which means an individual might purchase a pirated
product merely because his/ her friend or family members bought the
product and introduced it to them. Packages are found to attract
attention (Underwood et al., 2001; Garber et al., 2000; Goldberg
etal., 1999; Schoormans and Robben, 1997). In fact, Goldberg et al.
(1999) found thatby dismissing such non-verbalsigns as colors, the
attention to verbal signs can be increased. Pictures on packages
are emphasized to attract attention, particularly when consumers
arenotvery familiar with the brands. Sony (2008) studied the
consumer responses toward attribute framing in product packaging.
The main purpose of this study is to investigate the impact of
message framing, level of involvement, and numerical difference on
consumer response. Saeed, Lodhi, Mukhtar, Hussain, Mahmood and
Ahmad (2013), integrate the brand image, brand attachment and
environmental effects and their impact on consumer purchase
decision. Results elaborates that brand image dont have a positive
relation with purchase decision, brand attachment has a moderate
positive relation with purchase decision and environmental effects
but dont have a positive relation with purchase decision. The
consumers purchase more quantity of the products, after looking a
well-labeled product. Therefore labeling influences the consumer
buying behavior, but there are
6. IMM-pg. 6 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR some other factors also, which influence the
consumer buying behavior (Saeed, Lodhi, Rauf, Rana, Mahmood &
Ahmed, 2013). According to me, in the past, the primary objective
of packaging was to prevent the product but this concept is now
changing. In the Marketing environmentpackaging is been used as a
tools for promotional activities and attracting customers and
communicating the product to the consumers, by its shape, size,
color, design, font, thought, looks, types & detail about the
product. It create Brand equity on consumers mind. 1.1 Problem
Statement:- The study is to investigate the role of packaging and
labeling on consumer buying Behavior. & how Labeling and
packaging impacts towards consumer buying behavior. 1.2
Objectivesof Study:- 1. To explore the relationship of labeling and
packaging on consumer buying behavior. 2. Basing on theoretical
analysis of package elements and their impact on consumers
purchasedecision empirically reveal the Elements having the
ultimate effect on consumer choice in a caseof different products
3. To determine the influence factors of packaging as well
labelling on the consumer buying behavior. 4. To explore the impact
of all above said relationships. 1.3 Practical Implications:- The
study would help to understand the exact role of the packaging and
labeling with respect to Consumer buying behavior. Accordingly
marketers may opt the strategies. The role brand images also being
considered so marketers would come to know that how long brand
image is creating the impact on consumer decisions while they are
taking packaging into consideration.
7. IMM-pg. 7 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Research model:-The performed literature analysis
indicates that package could be treated as a set of various
elements communicating different messages to a consumer. The type
of message communicated depends on those elements. Visual elements
of package transmit information which affects consumers emotions,
while verbal elements transmitinformation whichhasan effect on
consumerscognitiveorientation. Insuchway,referringto Butkeviciene
etal(2008)Packagingsendstoconsumervaluable information about the
product, helps positioning it in the mind of consumer and in this
way has an impact on consumers purchase decision. Based on studies
of Silayoi & Speece (2004), Grossman & Wisenblit (1999),
Butkeviciene et al. (2008) the research model was developed in
order to reveal impact of visual and verbal package elements on
consumers purchasedecisions. In this case graphic, color, form,
size, material are analyzed as main visual elements, whereas
product information, producer, and brand are treated as the main
verbal elements of package. Theoretical Frame work Element Of
Packaging VISUAL:- Graphic Color Size Form Material VERBAL:-
Product Information Country of origin Brand Producer Level of
Environment Time Pressure Individuals Characteristics Consumers
Purchase Decision
8. IMM-pg. 8 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Package design Liking for package Communication
throughpackage Usability of package Attraction of buyer Brand Color
Ease of handling/Protection Communication to the buyer Country of
origin Symbols/logo Disposability Convenience in handling and using
Color connotation Information about Product MoistureProtection Sale
ability of product SymbolConnotation Brand image Protection from
ultraviolet Green aspect Size Shape Size Radiation
9. IMM-pg. 9 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR
10. IMM-pg. 10 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Packaging Diamond-
11. IMM-pg. 11 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Packaging Packaging is the important element and
container of the product which protects, preventand help in
handling fromproducer to consumers. Thekey packaging materials are:
aper/ fiberboard Plastic Aluminum (Medicine) Packaging Color
According to the empower-yourself-with-color-psychology. Color of
packaging is important and apart one company productfromother.
Packaging color drawattention of the consumersthemorethe
colorattractivethe moreconsumer will like it. Differentcompetitor
use differentcolor like white, black use for power, blue for trust,
red for energy, green for balance, orange, yellow, purple they have
different meaning according to the consumer perception.
12. IMM-pg. 12 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Packaging Material Material of packaging is
important element which prevents the product fromloss. High quality
material attracts customer then low. Font Style Font is
importantelement of packaging which attract the customer attention.
Companies who usebest font style have successfulin the market.
13. IMM-pg. 13 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Design of wrapper Ulrich R. Orth (2009) Packaging
is used for identification of the product. Play an important role
in attracting the co2009nsumer. Children are likely more sensitive
in case of wrapper design. So company has to make a wrapper design
which attracts the children as well. PrintedInformation Printed
information contain all the information related to the
productquality, price, description which help to identify the
brand.
14. IMM-pg. 14 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Background-image In1999Goldbergetal. saysthatimage
on the productis importantsothat they increase the attention and
increasefamiliarity with the particular product. Background image
is the image in the mind of the customer which help to identify the
brand of the product.
15. IMM-pg. 15 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Innovation Bringing innovation in the packaging
design also increase the value of the productlike easy open, easy
store, recyclable, child proof, breakability etc. in the consumer
mind. Theoretical Framework Frameworkofthis
researchshowsseveralfactorsaffecting buying decision for different
product packaging. Such as Packaging Color, font style, design of
wrapper, innovation, printed information, packaging material, back
ground image.
16. IMM-pg. 16 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR General Awareness- Through the packaging we can
create & spread the awareness of that product, that what is
beneficial & whatis injurious for health. Awareness of Quality
&range- Itshows the how many types of quality & range are
presentin samebrand or company, it also shows thevarious quality
rangeaccording to demand & need.
17. IMM-pg. 17 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR PROMOTION THROGH THOUGHTIN PACKAGING-(Ex.-Alpino,
Coke) IMAGIONARRY EFFECT-
18. IMM-pg. 18 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Measure Item Frequencies Percentage (%) Gender
Male 72 72 Female 48 48 Age 20-24 51 51 25-30 61 61 31-40 18 18
Occupation Students 86 86 Teachers 28 28 Workers(Others) 16 16
Marital Status Single 90 90 Married 40 40 Education Under Graduate
36 36 Graduate 52 52 PostGraduate 42 42 1 Dependent Variable
Consumer Buying Behavior On the Basis of Packaging and Labelling.
1.1 Tools of Data Collection: In order to find data on role of
packaging on consumer buying behavior, we will collect Data on The
Basis of Shape, size, color, design, font, carry comfort, Quality,
Safety, and Information& Labelling in Packaging in our
variables: The first benefit to use questionnaire technique is that
result.
19. IMM-pg. 19 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR 1.2 Sampling Technique & Sample The population
of my study will be students and educational institutions Teachers
& some workers of Eastern Region Mainly from New Delhi in which
the sample size of 130 students/Teachers will be taken for
conducting the study by using simple 5 Point Likert Model sampling
in order to generalize the finding in the particular sector, most
students were MBA students. 1.3 Measures There were 10 questions in
the survey obtaining data for multi variable and some Questions
were directly obtaining with no complications which were general
observation. Measure for each variable is defined below: Each
variable was measure by asking the 10 questions by using the
5-points Likert Model type scale ranging from- 1. Strongly disagree
2. Disagree 3. NA ND 4.Disagree 5. Strongly agree 1.4 Methodology
for Analysis of Data To make analysis of data it will use SPSS
software in which we will make analysis in to Two parts where part
one will lead descriptive statistics that will be used to describe
and Summarize data and include measures of central tendency
(average) and dispersion (the spread of data or how close each
other is to the measure of central tendency). Descriptive
Statistics {Product Safety} Buying Behaviour Influence Total
Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 0
4 24 11 91 86.2% Descriptive Statistics {Packaging carry &
Comfort} Buying Behaviour Influence Total Strongly disagree
Disagree NA ND Agree Strongly Agree Average 130 0 4 24 21 81 88.6%
Descriptive Statistics {Quality of Packing} Buying Behaviour
Influence Total Strongly disagree Disagree NA ND Agree Strongly
Agree Average 130 2 22 8 34 64 78.4%
20. IMM-pg. 20 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Descriptive Statistics {visual design & Shape}
Buying Behaviour Influence Total Strongly disagree Disagree NA ND
Agree Strongly Agree Average 130 21 12 43 51 3 58.4% Descriptive
Statistics {Packaging Color} Buying Behaviour Influence Total
Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 0
30 23 32 45 67.6% Descriptive Statistics { labelling effect }
Buying Behaviour Influence Total Strongly disagree Disagree NA ND
Agree Strongly Agree Average 130 10 26 32 34 28 60.6% Descriptive
Statistics { labelling information & font style } Buying
Behaviour Influence Total Strongly disagree Disagree NA ND Agree
Strongly Agree Average 130 15 20 29 47 19 62.30% Descriptive
Statistics { LABELL Wrapper Design } Buying Behaviour Influence
Total Strongly disagree Disagree NA ND Agree Strongly Agree Average
130 12 18 36 62 12 70.76% Descriptive Statistics {EYE CATCHING}
Buying Behaviour Influence Total Strongly disagree Disagree NA ND
Agree Strongly Agree Average 130 17 22 15 61 15 63.8% Descriptive
Statistics { Convert TO BUY} Buying Behaviour Influence Total
Strongly disagree Disagree NA ND Agree Strongly Agree Average 130
29 22 36 31 12 46.7%
21. IMM-pg. 21 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Result:- As a result we found that-Packaging and
Labelling impacts a lot on consumer buying behaviour which can be
direct or indirect or just imaginary influence kind of attraction
butits totally agreeable that it influence the consumer buying
behaviour and important as eye catching for consumers. Fromour
resultit is shownthat ProductSafety influence86.2%in consumerbuying
behaviour,Packagingcarry& Comfortinfluence
88.6%,QualityofPackinginfluence 78.4% of consumer buying decision,
visual design & Shape influence 58.4% consumerbuyingdecision,
PackagingColor influence percentage is 67.6%,labelling effect
influence 60.6%, labelling information & font style impacts
62.30%, Label Wrapper Design impacts percentage is 63.8%, and last
its Convert to BUY percentage Is near about 46.7%. So according to
these Shown resultwe can say that Packaging of any productis as
much important as the quality matters to attract, engage, influence
and convertto buy any product. Also Packaging becomes an ultimate
selling proposition stimulating impulsive buying behavior,
increasing market share and reducing promotional costs for Sellers
It create Brand equity on consumers mind. While answering the
questionnaire a surveyors and Repliers mindset about any particular
product may be different so the result may vary according to their
chosen product so in other word we can say that the answers are
affected by the experience of individuals and imaginary product.
Brand is important and its strategy is in consideration in the
units. Product packaging is valuable for brand equity, product
differentiation, market segmentation, new product introduction,
pricing, promotion etc. Brand name using plan implementation must
be effective in the units. All the marketing units pay attention
for good packaging. They accept that poor packaging is one of the
causes of product failure in the market. It is necessary to set the
packaging standard and to implement accordingly for better
protection and promotion of a product. Consumer new product
manufacturers mostly use the label in their products. Basically
they describe that made it, where it was made, when it was made,
whatit contains, how to useit etc. Furthermorethey believe that the
consumers are properly guided by label to use the products.
The
22. IMM-pg. 22 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR information given in the label and its value have
to be highlighted while promoting the product in the market. It is
finally recommended that the marketers of the industry should not
consider the packaging is the solely factor for the success of any
product, therefore, they should also takeup other importantfactors
of the marketing while they are launching new products or
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U., Khan, S., Shah, M., and Khan, SA. 2013. Assessmentof Key
Determinants for Economic Growth in Pakistan (1980-2009). World
Applied Sciences Journal26 (10): 1357-1363. Conclusion Packaging
plays an important role in the marketing context. The right
packaging can help a brand carve a unique position in the
marketplace and in the minds on consumers.Packaginghasa better
reach than advertisingdoes, and can seta brand apart from its
competitors. It promotes and reinforces the purchasedecision not
only at the point of purchase, butalso every time the productis
used. Packaging in different serving sizes can extend a product
into new target markets or help to overcome cost barriers.
Packaging can even drive the brand choice (especially in the
context of childrens products). As the market becomes more
competitive and shelf spaceis at a premium, products need to be
able to stand out fromthe crowd and packagingneedsto
providemorethan justfunctionalbenefits andinformation. Under time
pressureand in low involvement purchases, less time is spent
looking at the detail and information provided on packaging this is
especially true in the FMCG category. The research conducted on
packaging attributes in the current research work shows thatbuyer
attraction was an important factor in the packagedesign and the
companies are innovating new ways and means to attract customers
through its attractive package design. Respondents also seem to
give weight age to the communication and convenience in handling of
the package. Respondents did not give due weight age to the
environmental considerations and disposability of the packagewhich
indicates that awareness needs to becreated among people so that
they prefer packages that are easily disposable and are
environmental friendly.
25. IMM-pg. 25 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR Also research indicated that if the branded
products are given to the people in ordinary packaging they are
more likely to accept it becausethe branded products reduce the
Caveat Emptor of the customers and they are more likely to give
weightageto brandedproductthan to the package.Symbolsand logosdid
nothave significant impact on liking for packageand sizeof the
package showed significant buoyancy which indicates towards the
miniaturization of productpackaging in the form of shampoo sachets
and deodorant sticks etc. The shape of the package was the
significant attribute of communication through the package and an
innovative pack design can help to set a brand apart from its
competitors. The marketing world is full of examples of brands that
have used packaging to carve a unique position in the marketplace.
Pringles potato chips cylinder and Absolute vodka bottle are widely
cited international examples, while in a South African context,
recent examples include LAubade water bottle (Up market colored
plastic bottles that are suitable for virtually any restaurant
table)Clover milk easypour packs(long-lifescrewtop packs)and
CountryFreshice- cream tubs. Packaging could be treated as one of
the most valuable tool in todays marketing communications,
necessitating more detail analysis of its elements and an impact of
thoseelements on consumers buying behavior. Appropriate and vivid
picture or packaging color, which delivers them a happy feeling, or
an easy handle/open/dose/dispose, package shape. All these elements
contribute each important effort to catch consumers attention and
interest. Besides each elements single function,we think that a
good combination of these elements may lead the product more eye-
catching and attractive. It has been empirically tested the
proposed research model, package elements, which
arehavingtheultimate effecton consumerchoice;in a case of different
products from group of convenience goods were available. It has
also revealed that elements of packaging are the most important for
Consumers purchase decision. For a major part of consumers
attraction was a size of package and material are the main visual
elements, whereas, productinformation is also the main
verbalelements when purchasing milk and washing powder. Results
analyzing the impact of package elements on consumers purchase
decisions, depending on level of involvement correspond with those
of theoretical studies and that visual elements of package &
Labelling have relatively stronger influence on consumers
purchasing behavior when they
26. IMM-pg. 26 IMPACT OF PACKAGING&LABELLING ON CONSUMERS
BUYING BEHAVIOUR arein the level of flowinvolvement in contraryto
thosewhoarein the level of high involvement. The finding of our
research packaging role and its influence on consumer buying
behavior shows the following results. From my research study I find
out that packaging arethe importantelements which highly influence
the consumer buying behavior,as wellas buyingdecision.
PackagingDescribeinformationaboutproduct like whereit was made,
when it was made, what it contains, and how it to useetc. Producer
used printed information in packaging as a promotion of the product
as compare to used highly expensive advertisement. In the Marketing
environment packaging is been used as a tools for promotional
activities and attracting customers and communicating the product
to the consumers, by its shape, size, color, design, font, thought,
looks, types & detail about the product. It create Brand equity
on consumers mind.