Impact of packaging on Pakistani consumer perception

Researchers at Baha U din Zakria University in Pakistan studied the influence of packaging on consumer buying behavior (consumer perception and purchase intention). They found that the packaging is an important element in the consumer buying behavior and in communicating information about the product. The elements of packaging (color, design, material, size, labeling) have direct impact on the buying behavior.
They recommend that the packaging receives proper attention in companies. If companies use, accept, launch/introduce poor packaging then they may face product failure. An article about the research is published in the Journal of Marketing and Consumer Research.
Click here for the article (292 kB).

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