IMPACT OF PACKAGING AND LABELING ON CONSUMER BUYING BEHAVIOR: A CASE STUDY OF KHAIRPUR CITY (PAKISTAN)

Abstract

The purpose of this research is to know the impact of packaging and labeling on consumer buying behavior and how such factors are behind the success of brand recognition. The research is based in Khairpur (Pakistan). The packaging is the most important tool to attract the customer towards the brand. The dependent variable is consumer buying behavior. Packaging elements like color, material, design and font style, and printed information is as predictors or independent variable. Due to increasing self-service and bring change in consumer life style the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing aspects, especially in the point of sale and could be treated as one of the most important tool influencing consumer’s purchase decision. A sample of 120 was taken to assess the relationship between consumer buying behavior and packaging color, material, design and font style and printed information. Result of the study shows that the impact of labeling and packaging influence on packaging color, material, design and font style and printed information.