1. 1. IMM-pg. 1 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Abstract The aim of this article is to get the A study to point towards role of packaging and Labelling on Consumer buying behavior. The basic purpose of this is to find out how such factors areInfluence& attract Consumer to buy a Product and How Packaging and Labelling both examine the essential factors, which are driving the success of a brand. The way you package and label your product is important. First, packaging protects it from physical, chemical and microbiological invasion. The package also provides a medium for presenting advertising messages and other importantinformation to the consumer. And finally, the package is one of the greatest influences on a consumer's decision to try your product and along with this Labelling gives an important edge through its Attractive and eye catching effects. In the past time primary purposeof packaging was to defend the product, but currently according the varying marketing environments packaging is being used as an instrumentfor increasing sales, attracting customers and productcommunication to its consumers. Now days Role of Packaging has change due to increasing changes in the consumer desires. More companies are interested in packaging as a tool to increase their sales by its shape, size, color, visual design, font, thought, looks, types,labelling effect and detail information about the product. A good packaging helps to identify product to the consumers. Packaging is use for easily delivery andsafetypurpose.Theproducerusethe packingforthe consumersatisfaction that the product is original means that the product is new. They also use for the promotional purposes as well as to differentiate the product from other brand. Packaging is use for marketing communication purposes and they are the important element which influences the buying behavior of an individual. Key Words: Packaging, Labelling, Buying behavior, Purchase decision, Customer Influence, Marketing communication. 1. Introduction In now a days competitive environment the role of package has changed due to increasing self-serviceand changing consumers lifestyle. Firms interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Products are always protected by packaging which is a material around the productto protect it from any sortof damages, contain information about the brand, quality and howto usethat Productis knownaspackaging.Accordingto previousstudies Attraction towards the Packaging is more to be seen in young generation due to several reasons. Consumers of all ages are involved in the category of consumers, who get attracted to the productsdue to its packaging,But young generation particularly of age groupof 17- 30 years old males and females consumers to get approximate results.
2. 2. IMM-pg. 2 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Packaging is also used for the marketing of that product. Itis actually one of the most important marketing tools for any product. Labeling in packaging gives message to consumer that the product have those kinds of features you want and I am best from the other brands of the same products. Sometimes labeling and packaging make in a very good manner that consumer think that he or shereally needs that kind of product. Many consumers think that this product doesnt have seen before and so many questions are raised at the time of purchasing like the quality of product, it may have some side Effects. In nowadays competitive environment the role of package has changed due to increasing self-serviceand changing consumers lifestyle. Firms interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Labeling is anything written on the packaging or product or anythingelse rangingfromsimple tag or a designed graphics.Itis possiblethata label only contain brand name of the product or it could contain all the information about the ingredients and use of the product. According to Rundh (2005) packageattracts consumers attention to particular brand, enhances its image, and influences consumers perceptions about product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi& Speece,2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchase decision. In this context, seeking to maximize the effectiveness of packagein a buying place, the researches of package, its elements and their impact onconsumersbuyingbehaviorbecamea relevantissue.Literatureanalysis on question under investigation has shown that there is no agreement on classification of packageelements as well as on research methods of packageimpact on consumers purchase decision. Some of researchers try to investigate all possible elements of packageandtheir impact on consumerspurchasedecision(Butkeviciene, Stravinskiene & Rutelione, 2008), while others concentrates on separate elements of package and their impact on consumer buying behavior (e.g., Vila & Ampuero, 2007; Madden, Hewett & Roth, 2000; Underwood et al., 2001; Bloch, 1995). Moreover some researchers investigate impact of package and its elements on consumers overall purchase decision, (e.g., Underwood et al., 2001) Furthermore the abundance of scientific literature on this issue do not provide unanimous answer concerning impact of packageelements on consumersbuyingbehavior: diversity of theresults in this area depends not only on research models constructed and methods employed, but on the context of the research too. All above mentioned confirms the necessity to investigate this issue in more detail. The cost of a package is often dependent upon the materials,
3. 3. IMM-pg. 3 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR manufacturing processes, printing, and assembly process used to create the product. Development projects need to be priced competitively, provide good profit margins, and ample return on investment (Bruce & Biemans, 1995). One of the main functions of a package is to promote the product within (Soroka, 2002). Product promotion is accomplished by using structural and graphic designs that get the attention of consumers. The design of a package is what attracts a consumer to a product and explains the contents (Giles, 2000). This can be achieved through color selection, text, shapes, textures, material, and an integration of the structure and graphics (Eldred, 2009). Many packages undergo evaluation by consumer focus groups to help with the selection of aesthetic design choices (Doyle, 1996). Labeling provides a way for companies to market their products while only changing a small portion of the packaging. This allows for cost savings, flexible marketing programs, and additional product options (Giles, 2000) Kotler [2004] defines packaging as all the activities of designing and producing the container for a product. Packaging can be defined as the wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean. Packaging is the outer wrapping of a product. It is the intended purposeof the packaging to make a productreadily sellable as well as to protect it againstdamage and prevent it from deterioration while storing. Furthermore the packaging is often the most relevant element of a trademark and conduces to advertising or communication The aim of this paper basing on theoretical analysis of package elements and their impact on consumers purchasedecision empirically reveal the Elements having the ultimate effect on consumer choicein a case of different products. Packaging as a tool for communication!! Consumer Buying Behavior - Consumer buying behavior is way through individual purchase and use the product which satisfy there need and wants. ResearchQuestion To identify the role of packaging on consumer buying behavior decision Literature Review- According the (Kotler et al. 1998) in past we used to focus on packaging as preventing stuffs but now it has been changed to create awareness of product & attract the customer and communicate. In the views of Rita Kuvykaite 2009 -package catches Humans mind in the way of attraction of the packet sometime, rather than catching by quality of product. In 2001 Underwood, Klein and burkepresages, Packaging increases the value of the product, even labelling is also very important content in packaging. In
4. 4. IMM-pg. 4 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR 2004 Silayoi& Speece indicates that packaging differentiate the similar kind of product of the same range and variety of a company. In 2007 wells Farley & Amerstrong connotes that packaging impacts and change the consumer buying behavior. Alice louw 2006 indicated that packaging is also important in the marketing environment. Basically packaging sells the product through the good image leaving of product on consumers mind. In 2003 according to the study of P.H.K.Prathiraja and A.Ariyawardanathe, consumer getawareabout the stuffs through the packaging. Consumer can easily pay something additional for those information which is on the food stuffs. According to Liang Lu 2008, packaging as a good toolfor the product, packaging and labelling makes product perfect. Labelling is also create the difference in Packaging and consumers attraction. According to the University of Helmeted School that, packaging is a source of communication aboutthe productthat how to use, how to care, how to get benefited.as well as for communication of those information which is on the product. Packaging must be functional, it must be protect the products in storage, transferring and also in used. Another function is to given the customers the ease access and used on the purpose of convenience. Ulrich R. Orth (2009) connotes thatpackaging design can be used for building thebrand identity. It create the brand image on consumers mind by giving proper color, shape, size, font, thought, looks and detail about the product. Through the detail study of literature packagingdesign tells thatthere is no suchimportant strategies fordeveloping a unique packaging design, shape, sizes, images, color etc. Ithas four stages to create packaging. Collect information, for review of branding and there impression and relevant information for win the trust. To identify the suitable packaging (according to shape, size, volume and types) for win that which is the most important elements and the actual design of sample is selected. To give proper information about the product with most efficient way. Create brand image with eye catching design. In Dec. 2008 Bed Nath Sharmas studied focuses on the existing practice of branding packaging and labeling of new products in the manufacturing units in consumer product. The study procedure through which the data is collected through questionnaireisdescriptive, the surveywascarriedoutwithdifferentconsumerandnew productslike biscuit, soap, cigarettes, and noodles. Garder et al, indicated in 2000 that packages catch attention of the consumers. In1999Goldberg etal. says that image on the product is important so that they increase the attention and increase familiarity with the particular product. In 2007 Renaud LUNARDO find out that the information
5. 5. IMM-pg. 5 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR win the consumers attention.it create great effect which influence mostly the young generation and there purchasing behavior. In the views of Morgan & Adelina Broad Bridge (2007) packaging change the consumer buying behavior by its effective communication, prevention, & looking to Childs as well as elders. They study the behavior of consumers and there perception of the children products. In the view of Cruden 1989, over the year the new packaging concept is introduced, according to this packaging it creates evolution on buying decision of consumers. According to Panwar (2004) Packaging is the act of containing, protecting and presenting the contents through the long chain of production, handling and transportation to their destinations in as gooda state, as they were,at thetime of production.Packagingisbrandingprocess it plays a role in communicating the image and identity of a company Ahasanul, (2009) measured the Factors Influencing Buying Behavior of Piracy Impact to Malaysian. A structured questionnaire was used to collect data whereby it was served as primary data to answer the research questions and objectives planning to find out the factors that plays a vital role about consumers perception towards pirated products. Itcan be identified that the dependent variable is consumer perception on piracy. Where else the independent variables would be divided to social influence, personality/believe, culture, and the economy. These are the factors that could influence consumers perception on piracythereby supportingoutdependentvariable. Socialinfluencewould include susceptibility, which means an individual might purchase a pirated product merely because his/ her friend or family members bought the product and introduced it to them. Packages are found to attract attention (Underwood et al., 2001; Garber et al., 2000; Goldberg etal., 1999; Schoormans and Robben, 1997). In fact, Goldberg et al. (1999) found thatby dismissing such non-verbalsigns as colors, the attention to verbal signs can be increased. Pictures on packages are emphasized to attract attention, particularly when consumers arenotvery familiar with the brands. Sony (2008) studied the consumer responses toward attribute framing in product packaging. The main purpose of this study is to investigate the impact of message framing, level of involvement, and numerical difference on consumer response. Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2013), integrate the brand image, brand attachment and environmental effects and their impact on consumer purchase decision. Results elaborates that brand image dont have a positive relation with purchase decision, brand attachment has a moderate positive relation with purchase decision and environmental effects but dont have a positive relation with purchase decision. The consumers purchase more quantity of the products, after looking a well-labeled product. Therefore labeling influences the consumer buying behavior, but there are
6. 6. IMM-pg. 6 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR some other factors also, which influence the consumer buying behavior (Saeed, Lodhi, Rauf, Rana, Mahmood & Ahmed, 2013). According to me, in the past, the primary objective of packaging was to prevent the product but this concept is now changing. In the Marketing environmentpackaging is been used as a tools for promotional activities and attracting customers and communicating the product to the consumers, by its shape, size, color, design, font, thought, looks, types & detail about the product. It create Brand equity on consumers mind. 1.1 Problem Statement:- The study is to investigate the role of packaging and labeling on consumer buying Behavior. & how Labeling and packaging impacts towards consumer buying behavior. 1.2 Objectivesof Study:- 1. To explore the relationship of labeling and packaging on consumer buying behavior. 2. Basing on theoretical analysis of package elements and their impact on consumers purchasedecision empirically reveal the Elements having the ultimate effect on consumer choice in a caseof different products 3. To determine the influence factors of packaging as well labelling on the consumer buying behavior. 4. To explore the impact of all above said relationships. 1.3 Practical Implications:- The study would help to understand the exact role of the packaging and labeling with respect to Consumer buying behavior. Accordingly marketers may opt the strategies. The role brand images also being considered so marketers would come to know that how long brand image is creating the impact on consumer decisions while they are taking packaging into consideration.
7. 7. IMM-pg. 7 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Research model:-The performed literature analysis indicates that package could be treated as a set of various elements communicating different messages to a consumer. The type of message communicated depends on those elements. Visual elements of package transmit information which affects consumers emotions, while verbal elements transmitinformation whichhasan effect on consumerscognitiveorientation. Insuchway,referringto Butkeviciene etal(2008)Packagingsendstoconsumervaluable information about the product, helps positioning it in the mind of consumer and in this way has an impact on consumers purchase decision. Based on studies of Silayoi & Speece (2004), Grossman & Wisenblit (1999), Butkeviciene et al. (2008) the research model was developed in order to reveal impact of visual and verbal package elements on consumers purchasedecisions. In this case graphic, color, form, size, material are analyzed as main visual elements, whereas product information, producer, and brand are treated as the main verbal elements of package. Theoretical Frame work Element Of Packaging VISUAL:- Graphic Color Size Form Material VERBAL:- Product Information Country of origin Brand Producer Level of Environment Time Pressure Individuals Characteristics Consumers Purchase Decision
8. 8. IMM-pg. 8 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Package design Liking for package Communication throughpackage Usability of package Attraction of buyer Brand Color Ease of handling/Protection Communication to the buyer Country of origin Symbols/logo Disposability Convenience in handling and using Color connotation Information about Product MoistureProtection Sale ability of product SymbolConnotation Brand image Protection from ultraviolet Green aspect Size Shape Size Radiation
9. 9. IMM-pg. 9 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR
10. 10. IMM-pg. 10 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Packaging Diamond-
11. 11. IMM-pg. 11 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Packaging Packaging is the important element and container of the product which protects, preventand help in handling fromproducer to consumers. Thekey packaging materials are: aper/ fiberboard Plastic Aluminum (Medicine) Packaging Color According to the empower-yourself-with-color-psychology. Color of packaging is important and apart one company productfromother. Packaging color drawattention of the consumersthemorethe colorattractivethe moreconsumer will like it. Differentcompetitor use differentcolor like white, black use for power, blue for trust, red for energy, green for balance, orange, yellow, purple they have different meaning according to the consumer perception.
12. 12. IMM-pg. 12 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Packaging Material Material of packaging is important element which prevents the product fromloss. High quality material attracts customer then low. Font Style Font is importantelement of packaging which attract the customer attention. Companies who usebest font style have successfulin the market.
13. 13. IMM-pg. 13 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Design of wrapper Ulrich R. Orth (2009) Packaging is used for identification of the product. Play an important role in attracting the co2009nsumer. Children are likely more sensitive in case of wrapper design. So company has to make a wrapper design which attracts the children as well. PrintedInformation Printed information contain all the information related to the productquality, price, description which help to identify the brand.
14. 14. IMM-pg. 14 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Background-image In1999Goldbergetal. saysthatimage on the productis importantsothat they increase the attention and increasefamiliarity with the particular product. Background image is the image in the mind of the customer which help to identify the brand of the product.
15. 15. IMM-pg. 15 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Innovation Bringing innovation in the packaging design also increase the value of the productlike easy open, easy store, recyclable, child proof, breakability etc. in the consumer mind. Theoretical Framework Frameworkofthis researchshowsseveralfactorsaffecting buying decision for different product packaging. Such as Packaging Color, font style, design of wrapper, innovation, printed information, packaging material, back ground image.
16. 16. IMM-pg. 16 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR General Awareness- Through the packaging we can create & spread the awareness of that product, that what is beneficial & whatis injurious for health. Awareness of Quality &range- Itshows the how many types of quality & range are presentin samebrand or company, it also shows thevarious quality rangeaccording to demand & need.
17. 17. IMM-pg. 17 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR PROMOTION THROGH THOUGHTIN PACKAGING-(Ex.-Alpino, Coke) IMAGIONARRY EFFECT-
18. 18. IMM-pg. 18 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Measure Item Frequencies Percentage (%) Gender Male 72 72 Female 48 48 Age 20-24 51 51 25-30 61 61 31-40 18 18 Occupation Students 86 86 Teachers 28 28 Workers(Others) 16 16 Marital Status Single 90 90 Married 40 40 Education Under Graduate 36 36 Graduate 52 52 PostGraduate 42 42 1 Dependent Variable Consumer Buying Behavior On the Basis of Packaging and Labelling. 1.1 Tools of Data Collection: In order to find data on role of packaging on consumer buying behavior, we will collect Data on The Basis of Shape, size, color, design, font, carry comfort, Quality, Safety, and Information& Labelling in Packaging in our variables: The first benefit to use questionnaire technique is that result.
19. 19. IMM-pg. 19 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR 1.2 Sampling Technique & Sample The population of my study will be students and educational institutions Teachers & some workers of Eastern Region Mainly from New Delhi in which the sample size of 130 students/Teachers will be taken for conducting the study by using simple 5 Point Likert Model sampling in order to generalize the finding in the particular sector, most students were MBA students. 1.3 Measures There were 10 questions in the survey obtaining data for multi variable and some Questions were directly obtaining with no complications which were general observation. Measure for each variable is defined below: Each variable was measure by asking the 10 questions by using the 5-points Likert Model type scale ranging from- 1. Strongly disagree 2. Disagree 3. NA ND 4.Disagree 5. Strongly agree 1.4 Methodology for Analysis of Data To make analysis of data it will use SPSS software in which we will make analysis in to Two parts where part one will lead descriptive statistics that will be used to describe and Summarize data and include measures of central tendency (average) and dispersion (the spread of data or how close each other is to the measure of central tendency). Descriptive Statistics {Product Safety} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 0 4 24 11 91 86.2% Descriptive Statistics {Packaging carry & Comfort} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 0 4 24 21 81 88.6% Descriptive Statistics {Quality of Packing} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 2 22 8 34 64 78.4%
20. 20. IMM-pg. 20 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Descriptive Statistics {visual design & Shape} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 21 12 43 51 3 58.4% Descriptive Statistics {Packaging Color} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 0 30 23 32 45 67.6% Descriptive Statistics { labelling effect } Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 10 26 32 34 28 60.6% Descriptive Statistics { labelling information & font style } Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 15 20 29 47 19 62.30% Descriptive Statistics { LABELL Wrapper Design } Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 12 18 36 62 12 70.76% Descriptive Statistics {EYE CATCHING} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 17 22 15 61 15 63.8% Descriptive Statistics { Convert TO BUY} Buying Behaviour Influence Total Strongly disagree Disagree NA ND Agree Strongly Agree Average 130 29 22 36 31 12 46.7%
21. 21. IMM-pg. 21 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Result:- As a result we found that-Packaging and Labelling impacts a lot on consumer buying behaviour which can be direct or indirect or just imaginary influence kind of attraction butits totally agreeable that it influence the consumer buying behaviour and important as eye catching for consumers. Fromour resultit is shownthat ProductSafety influence86.2%in consumerbuying behaviour,Packagingcarry& Comfortinfluence 88.6%,QualityofPackinginfluence 78.4% of consumer buying decision, visual design & Shape influence 58.4% consumerbuyingdecision, PackagingColor influence percentage is 67.6%,labelling effect influence 60.6%, labelling information & font style impacts 62.30%, Label Wrapper Design impacts percentage is 63.8%, and last its Convert to BUY percentage Is near about 46.7%. So according to these Shown resultwe can say that Packaging of any productis as much important as the quality matters to attract, engage, influence and convertto buy any product. Also Packaging becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs for Sellers It create Brand equity on consumers mind. While answering the questionnaire a surveyors and Repliers mindset about any particular product may be different so the result may vary according to their chosen product so in other word we can say that the answers are affected by the experience of individuals and imaginary product. Brand is important and its strategy is in consideration in the units. Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion etc. Brand name using plan implementation must be effective in the units. All the marketing units pay attention for good packaging. They accept that poor packaging is one of the causes of product failure in the market. It is necessary to set the packaging standard and to implement accordingly for better protection and promotion of a product. Consumer new product manufacturers mostly use the label in their products. Basically they describe that made it, where it was made, when it was made, whatit contains, how to useit etc. Furthermorethey believe that the consumers are properly guided by label to use the products. The
22. 22. IMM-pg. 22 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR information given in the label and its value have to be highlighted while promoting the product in the market. It is finally recommended that the marketers of the industry should not consider the packaging is the solely factor for the success of any product, therefore, they should also takeup other importantfactors of the marketing while they are launching new products or revitalize old products. [1]. Rundh, B., 2005. Themulti-faceted dimension of packaging. British Food Journal, 107 (9), 670-684. [2]. Underwood, R. L., 2003. Thecommunicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, winter, 62-76 [3]. Silayoi, P., & Speece, M., 2007. Theimportance of packaging attributes: a Conjoint analysis approach. European Journalof Marketing, 41 (11/12), 1495- 1517. [4]. Wells, L.E., Farley, H., & Armstrong, G.A., 2007. Theimportance of packaging Design for own-label food brands. InternationalJournalof Retail & Distribution Management, 35 (9), 677-690. [5]. Butkeviciene, V., Stravinskiene, J., & Rutelione, A., 2008. 'Impactof consumer Packagecommunication on consumer decision making process', Inzinerine Ekonomika-Engineering Economics (1), pp. 57-65. [6]. Ampuero, O., & Vila, N., 2006. Consumer perceptions of productpackaging. Journalof Consumer Marketing, 23(2), 100-112. [7]. Madden, T. J., Hewett, K., & Roth, M. S., 2000. Managing images in different Cultures: A cross-national study of color meanings and preferences. Journal of International Marketing, 8(4), 90-107. [8]. Underwood, R.L., Klein, N.M., & Burke, R.R., 2001. Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10 (7), 403-422. [9]. Bloch, P.H., 1995. Seeking theideal form: productdesign and consumer Response. Journalof Marketing, 59 (July), 16-29.
23. 23. IMM-pg. 23 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR [10]. Malik, E.M., Ghafoor, M.M., Iqbal, K.H., Ali, Q., Hunbal, H., Noman, M., and Ahmed, B., 2013. Impactof Brand Imageand Advertisementon Consumer Buying Behavior. World Applied Sciences Journal 23 (1): 117-122. [11]. Rita Kuvykaite, A.D., 2009. Impactof PackageElements on Consumers PurchaseDecision. Economics and Management, pp: 441-458. [12]. Saeed, R., Lodhi, R.N., Rauf, A., Rana, M.I., Mahmood, Z., and Ahmed, N., 2013, Impactof Labelling on Customer Buying Behavior in Sahiwal, Pakistan. World Applied Sciences Journal24 (9): 1250-1254. [13]. Underwood, R. L., 2003. Thecommunicative power of productpackaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, winter, 62-76 [14]. Adelina Broadbridge& Henry Morgan, 2007, consumer buying behavior and Perception toward retail brand baby products. [15]. Karbasivar, A. and Yarahmadi, H., 2011. Evaluating EffectiveFactors on Consumer ImpulseBuying Behavior. Asian Journal of Business Management Studies 2 (4): 174-181. [16]. ErzsebetHetesi1 - Zoltan Veres, 2007. An empirical investigation on loyalty. The case of packaging industry. [17]. Saeed, R., Lodhi, R.N., Mukhtar, A.M.J., Hussain, S., Mahmood, Z., and Ahmad, 2011. Factors Affecting Consumer PurchaseDecision in Clothing Industry of Sahiwal, Pakistan. World Applied Sciences Journal24 (7): 844-849. [18]. Rettie, R., & Brewer, C., 2000. Theverbal and visual components of package Design. Journalof ProductBrand Management, 9 (1), 56-70. [19]. Maiksteniene, K., and Auruskeviciene, V., 2008. 'Manufacturer and retailer Brand acceptance under different levels of purchaseinvolvement', Inzinerine Ekonomika-Engineering Economics (1), pp. 90-96.
24. 24. IMM-pg. 24 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR [20]. Barber, N., Almanza, B.A., & Donovan, J.R., 2006. Motivationalfactors of Gender, income and age on selecting a bottle of wine. InternationalJournalof wine marketing, 18 (3), 218-232. [21]. Alice, L., 2006, the power of packaging, United States of America, pp. 186 216. [22]. Ali, Z., Iqbal, A., Jan, M., and Ahmad, A., 2013. Coverageof Pak-U.S. Relations on Issueof Counter Terrorismby U.S. Leading News Magazines, Middle- East Journalof Scientific Research, 15 (10), 1464-1471 [23]. Sami, U., Khan, S., Shah, M., and Khan, SA. 2013. Assessmentof Key Determinants for Economic Growth in Pakistan (1980-2009). World Applied Sciences Journal26 (10): 1357-1363. Conclusion Packaging plays an important role in the marketing context. The right packaging can help a brand carve a unique position in the marketplace and in the minds on consumers.Packaginghasa better reach than advertisingdoes, and can seta brand apart from its competitors. It promotes and reinforces the purchasedecision not only at the point of purchase, butalso every time the productis used. Packaging in different serving sizes can extend a product into new target markets or help to overcome cost barriers. Packaging can even drive the brand choice (especially in the context of childrens products). As the market becomes more competitive and shelf spaceis at a premium, products need to be able to stand out fromthe crowd and packagingneedsto providemorethan justfunctionalbenefits andinformation. Under time pressureand in low involvement purchases, less time is spent looking at the detail and information provided on packaging this is especially true in the FMCG category. The research conducted on packaging attributes in the current research work shows thatbuyer attraction was an important factor in the packagedesign and the companies are innovating new ways and means to attract customers through its attractive package design. Respondents also seem to give weight age to the communication and convenience in handling of the package. Respondents did not give due weight age to the environmental considerations and disposability of the packagewhich indicates that awareness needs to becreated among people so that they prefer packages that are easily disposable and are environmental friendly.
25. 25. IMM-pg. 25 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR Also research indicated that if the branded products are given to the people in ordinary packaging they are more likely to accept it becausethe branded products reduce the Caveat Emptor of the customers and they are more likely to give weightageto brandedproductthan to the package.Symbolsand logosdid nothave significant impact on liking for packageand sizeof the package showed significant buoyancy which indicates towards the miniaturization of productpackaging in the form of shampoo sachets and deodorant sticks etc. The shape of the package was the significant attribute of communication through the package and an innovative pack design can help to set a brand apart from its competitors. The marketing world is full of examples of brands that have used packaging to carve a unique position in the marketplace. Pringles potato chips cylinder and Absolute vodka bottle are widely cited international examples, while in a South African context, recent examples include LAubade water bottle (Up market colored plastic bottles that are suitable for virtually any restaurant table)Clover milk easypour packs(long-lifescrewtop packs)and CountryFreshice- cream tubs. Packaging could be treated as one of the most valuable tool in todays marketing communications, necessitating more detail analysis of its elements and an impact of thoseelements on consumers buying behavior. Appropriate and vivid picture or packaging color, which delivers them a happy feeling, or an easy handle/open/dose/dispose, package shape. All these elements contribute each important effort to catch consumers attention and interest. Besides each elements single function,we think that a good combination of these elements may lead the product more eye- catching and attractive. It has been empirically tested the proposed research model, package elements, which arehavingtheultimate effecton consumerchoice;in a case of different products from group of convenience goods were available. It has also revealed that elements of packaging are the most important for Consumers purchase decision. For a major part of consumers attraction was a size of package and material are the main visual elements, whereas, productinformation is also the main verbalelements when purchasing milk and washing powder. Results analyzing the impact of package elements on consumers purchase decisions, depending on level of involvement correspond with those of theoretical studies and that visual elements of package & Labelling have relatively stronger influence on consumers purchasing behavior when they
26. 26. IMM-pg. 26 IMPACT OF PACKAGING&LABELLING ON CONSUMERS BUYING BEHAVIOUR arein the level of flowinvolvement in contraryto thosewhoarein the level of high involvement. The finding of our research packaging role and its influence on consumer buying behavior shows the following results. From my research study I find out that packaging arethe importantelements which highly influence the consumer buying behavior,as wellas buyingdecision. PackagingDescribeinformationaboutproduct like whereit was made, when it was made, what it contains, and how it to useetc. Producer used printed information in packaging as a promotion of the product as compare to used highly expensive advertisement. In the Marketing environment packaging is been used as a tools for promotional activities and attracting customers and communicating the product to the consumers, by its shape, size, color, design, font, thought, looks, types & detail about the product. It create Brand equity on consumers mind.