IMPACT OF PACKAGING ON CONSUMER BUYING INTENTIONS TOWARDS FMCG PRODUCTS
Keywords:
Color Scheme in Packaging, Perceptions of consumers towards packaging, Personality Traits, Evaluations towards packaging and Consumer Buying intentionsAbstract
The purpose of this research is to analyze the impact of Packaging on consumer buying intentions in FMCG Industry. The research conducted based on Fast Moving Consumer industry Goods in Pakistan and researcher evaluates the packaging and colors impact of consumer selection of products. The Packaging has significant role on consumer buying and attraction and hence marketers and researchers focuses on colors and analyze customers based on attraction points in packaging. The Consumer Behavior changes with preferences of Colors, has been evident with this research and many researches in same domain have been conducted based on consumer psychology. Theprimarydatacollectedfromthe Consumer who are using the Fast Moving Consumer Goods Brands (FMCG) andinvolveinpurchasingof Brands. Theresearch conducted based on Positivism research paradigm and quantitative approach used to collect and analyze the data. The 385 Questionnaire filled from customer based on Non Probability convenience sampling and using online portals. The reliability analysis performed and values of Cronbach’s Alpha for all variables are greater than 0.7 shows more than 70% consistency of response over the scale. The Correlation Analysis shows the positive and significant relationship with Consumer buying intentions and factors Color Scheme in packaging, Color perception towards packaging, Personality Traits, Evaluations and Excitement towards packaging on consumer buying intentions. The results shows that all four independent variables having significant relationship and impact on Consumer buying intentions.
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