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How Does Product Packaging Affect Consumers' Buying Decisions?
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Author(s): Meena Sharma (Mody University of Science and Technology, India), Anupal Mongia (Mody University of Science and Technology, India), Richa Pareek (Mody University of Science and Technology, India)and Lalita Kumari (Mody University of Science and Technology, India)
Copyright: 2025
Pages: 16
Source title:
Impact of Sensory Marketing on Buying Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-9351-2.ch012
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Abstract
The packaging gives constant development in marketing. It grows into the basic magnitudes in the production and manufacturing concept, as it plays an important role in prominence the mental image of the product to the consumer. The status of packaging makes marketing thinkers consider it to closed element for the marketing complex and positive process on which the product depends. Therefore, this study examines the packaging concept and its impact on consumers buying decisions. This study is based on primary data collection through a designed questionnaire and distributed to 750 consumers in the Shekhawati area. The results confirm that consumers are attracted to the product packaging in all aspects (design, color, size, shape). It endorses adopting a packaging policy in industrial organizations facing high-tech expansions and rapidly changing consumer palates. It is necessary to consider modern marketing directions in product packaging, including green marketing, which depends on the use of materials that have less environmental impact in the packaging process.
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