文章基本信息

标题：Impact of Product Packaging on Consumers Buying Behavior: Evidence from Karachi
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作者：Mahera Mazhar ; Sayeda Daud ; Sana Arz Bhutto 等
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：16
页码：35-42
语种：English
出版社：International Institute for Science, Technology Education
摘要：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 factors, which are driving then 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 300 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 color, 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 factor, which influences consumer’s purchase decision
其他摘要：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 factors, which are driving then 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 300 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 color, 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 factor, which influences consumer’s purchase decision Keywords : Product Packaging, Buying Behavior, Consumer Behaviour
关键词：Product Packaging; Buying Behavior; Consumer Behaviour