Research: The role of packaging as influencing factor of consumer buying decisions

Researchers at the Global Institute of Management in India analysed how packaging influences consumer buying behavior and aimed to identify the elements behind the success of packaging. They found that packaging attributes (color, background image, material, design of wrapper and printed information) play an important role. Printed information and packaging material were found to be important factors. Packaging has a better reach then advertising does. It promotes and reinforces the purchase decision at the point of purchase, but also every time the product is used. An article about the research is published in the Abhinav International Monthly Refereed Journal of Research in Management & Technology.
Click here for the article (273 kB).

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