文章基本信息

标题：Impact of Labeling and Packaging on Consumer Buying Behavior
本地全文：下载
作者：Shaista Kamal Khan
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2016
卷号：19
页码：13-21
语种：English
出版社：International Institute for Science, Technology Education
摘要：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 Karachi (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
其他摘要：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 Karachi (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 Keywords: Consumer Behavior, Packaging color, material, design and font style and printed information.
关键词：Consumer Behavior; Packaging color; material; design and font style and printed information.