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Product Packaging and Promotional Strategy Influencing Buying Behaviour
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Author(s): Renu Tanwar (Chaudhary Devi Lal University, Sirsa, India)and Preeti Ahlawat (Chaudhary Devi Lal University, Sirsa, India)
Copyright: 2025
Pages: 18
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.ch011
Purchase
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Abstract
Managing the interaction between a business's organization, the enterprise, and its suppliers is greatly aided by buyers. The end goal of every marketer is to comprehend consumer behavior. A solid and comprehensive knowledge of the consumer, the buyer's behavior, and the buyer's values should form the basis of every successful marketing plan or program. Recognition of the problem, gathering relevant information, evaluating alternatives, making a purchasing choice, and subsequent actions are the five steps that make up Kotler's model of the buying process. Seventy-two percent of Americans say that the design of a product's packaging is very essential when making a purchase, and 81 percent say the same about gift purchases. The objective of every marketing campaign is to get people to hear about your product and maybe buy it. The buyer's journey is the series of events that consumers go through from identifying a problem, researching possible solutions, and ultimately making a purchase decision. In order to help a business increase sales and succeed.
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