Affect of packaging on Consumer buying behavior and Purchase

Intentions in Pakistan, Lahore.

Introduction
Packaging is one of the most important attribute of marketing. Consumers differentiate the
product with the competitor on the basis of a product packaging. Now a days rapid growth in the
packaging types consider the packaging as fundamental tool of marketing (Barber et al., 2006).The main
purpose of packaging is to shelter the product, but with the passage of time things have changed,
according to current marketing environment packaging is use as an instrument for increasing sales. Role
of packaging has been changing todays environment due to the competition prevailing in the market. It is
also a source of product communication, and attracts new and existing customers towards the product. An
attractive packaging helps users to recognize the product. Companies consider packaging as an important
source that leaves first impression on the customers to buy a product (Alice, 2006). In 2010, packaging
was a global industry that it was estimated to reach $670 billion by at the end of 2016 (Karbasivar &
Yarahmadi, 2011). Mainly packaging have two purposes, one is delivery and second is safety purpose.
Packaging is also used for customer satisfaction, customer loyalty and promotional purposes. Good
packaging is used to protect the product and it can be easily transported from one place to another. It also
gives value to the product internal and external market of country (Maiksteniene, & Auruskeviciene,
2008).

The Packaging of the brand has a most influential factor to the consumer choice. Consumer
buying behavior is way through individual purchase products, which satisfy their needs and wants
(Rettie & Brewer, 2000). The basic purpose to examine all these packaging tools is to analyze packaging
tools and their influence on consumers buying decision and how influence consumer buying choice to
choose from different types of products (Erzsebet &Zoltan, 2007). A good packaging can affect consumer
perception to choose the product during shopping. Branded packaging is also important because
consumer associates brand image that how it is packed. As brand image is the main factor, which attracts
customers due to packaging (Rita, 2009). The packaging is the important element which affects the
consumer buying behavior, and it also portrays the knowledge about the goods (Ahmed et al., 2014). The
consumers purchase more quantity of the products, after looking a well labeled product and packaging.
Thus packaging is a key factor for influencing the consumer behavior but there are other factors which
influence consumer buying behavior (Saeed et al., 2013).

Ranjbarian, 2009, stated in his research that packaging is becoming efficient instrument to capture
the consumer purchase intention. Rundh (2005), describes that packaging can magnetize consumer
attention towards the product and it can influence the consumer perception about that particular product.
Once a consumer is involved towards your products there are many chances that they may purchase your
product. According to Ghosh (1990), Purchase intention is used to be like most helpful tool when we are
trying to calculate purchase procedure. Morgan and Rego (2006), discussed in their study consumer
intentions are the most extensively used indicator of customer loyalty in organizations.

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 Now organizations use packaging as a sales promotion tool. Packaging shape and dimension have
impact on a consumers purchasing decision. Packaging quality, color, wrapper, font, Label/ Symbols,
Images and other characteristics of packaging are the tools which motivates consumer buying behavior
(Adelina et al., 2007). When consumer making decisions all these dimensions of packaging have a
positive impact on the consumer brand experience its also help to lead brand loyalty.

Literature Review
In 2001 underwood, klein& burke Package add single value to the product. In 2004 silayoi&speece said
that package play important rule to differentiate with a variety of similar products. In 2007 wells Farley&
amerstrong said that they play important role in effect consumer buying decision. Alice louw2006 says
that packaging is also important in the marketing environment. According to him the best packaging
leave the good image of the product in the consumer mind.In 2003 according to the study of
p.h.k.prathiraja and a.ariyawardanathe Consumer can easily pay something additional for that
information which is on the food stuffs. According to paper work of Liang lu 2008 he says that packaging
as a good tool for the product. According to the University of Halmsted School that packaging is useful
for practical purposes as well as for communication of those information which is on the product that not
serves a functional purpose but it will also use as a mean of the communication of the information the
products and brand character., 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) says that packaging design can be used for building the brand identity. Through the
detail study of letrature packaging design tells that there is no such important strategies for developing a
unique packaging design, shape, sizes, images, color etc. in four stages we collect information first
review of branding and there impression and relevant information for win, second is to identifies the
suitable packaging for win that which is the most important elements and the actual design of sample is
selected. ( Abubakar)

In Dec. 2008 Beb Nath Sharma studded new consumer products branding, packaging and labeling in
Nepal. His studied focuses on the existing practice of branding packaging and labeling of new products in
the munfacturing units in consumer product. the study procedure through which the data is collected
through questionair is descriptive, the survey was carried out with different consumer and new products
like biscuit, soap, cigarettes, noodles, etc the study farther indicate that the new consumer product
labeling and packaging status in industrial units.

According the (Kotler et al. 1998) in the past the primary objective of packaging was to prevent the
product but this concept was now changing. In the Marketing environment packaging is been used as a
tools for promotional activities and attracting customers and communicating the product to the
consumers,

Garder et al, in2000 packages catch attention of the consumers. In 1999 Goldberg et al. 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 on the win consumers have great
effect which influence mostly the young generation and there purchasing behavior.The main aim is to
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identify the purchasing power of consumer. In the views of Morgan &Adelina Broadbridge (2007), they
study the behavior of consumers and there perception of the children products. They use Quantity as well
as quality research methodology. They use the population where all the children were they have less than
five year of age. (Usama)

Their research result shows that the consumer thinks that if the packaging is attractive then the product
will be reliable and have a good performance. PiresGon,calves, Ricardo (2008) has much work on the
feature of the perception and value of the product. According to him packaging help in choosing in
choosing the product when there is a lot of uncertainty and thus they trust on good attribute of the product
packaging. In (2009) Ulrich R. Orth says that packaging design is use for the identification and building
of brand image of the product.

The topic under research study that the influence of packaging elements for consumer buying behavior of
Pakistan. For the purpose of this study four elements has been selected packaging color, design,
innovation, printed information. In the view of Cruden 1989, over the year the new packaging concept is
introduced. The topic of research is highly under research and least research has been done regarding the
impact of packaging elements on consumer buying behavior of Pakistan. This research will not help the
marketer in bringing innovation and creativeness into the packaging of the product but will also provide
the policy makers in implementing the effective decision in bringing changes and creating strategy and
packaging. This study will contribute through quantitative research. (Arslan)

According to Panwar (2004) Packaging is the act of containing, protecting and

presenting the contents through the long chain of manufacturing, managing
and logistic activity to their destinations in as good a state, as they were, at the
time of production Packaging is an significant part of the brand development
as it plays a part in communicating the image and uniqueness of a company.
Due to rising of self-service and changing consumers lifestyle the attention in
package as a tool of sales promotion and stimulator of spontaneous buying
behavior is growing progressively more. So packaging has an vital role in
marketing communications, especially from the point of sales and could be
treated as one of the most important factors influencing Consumers purchase
decision. As a result the role of package in marketing communications
increases: it must attract consumers attention and transmit satisfactory value
of product to buyer in the short period right in the place of sale. Therefore
there is a requirement to explore package and its elements in more detail, in
order to identify which of these elements are the mainly important for
consumers purchase decision. (Hanzala)

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There are various factors that influence the buying behavior of consumers such as, Packaging Color,
printed information, packaging Material, Design of Wrapper, Background image,

Purchase Intention
An attention capturing color helps to consumer to visually see and differentiate the competitive brand
(Nilsson & Ostrom, 2005). Now a day, consumer is experiencing a lot of products when he visits the
supermarket but he only purchases those products whose colors attract his attention. Color of packaging
has different meaning such as a green color show the natural, secure relaxed or easy going. Red colors
indicate the human excitement, hot, passionate and strong. Orange colors represent the power, affordable
and informal. Brown colors show the informal and relaxed masculine nature whereas white color
indicates goodness, purity, cleanliness, refinement and formality. Black color power authority and
mystery. Consumer often perceived the quality by using or relating the color (Leichtling, 2002).
Consumer take different meanings of different color and it relate the color with their beliefs and
preferences (Lichtle, 2002). A color becomes cause to effect the consumer perception toward the price.
For instance an orange color is perceived more incorrect twice than blue color of cloths in shop (Babin et
al., 2003). Different studies by Roullet (2004) shows the effect of different color over consumer
perception towards the quality, price and consumer attraction. His major studies were over medicines
products, the use of brown, red or orange color require special safety guidelines on the opposite side. The
former represent the treatment of sophisticated diseases, quickly in action and high price than blue, green
and yellow. A picture folder / icon, exercise lesson and symbols over the packaging which induce the
appetite of food like products (Klimchuck & Krasovec, 2007). All that material which are often used in
package design and structure have effect on the consumer emotions, perception to quality and buying
behavior while Consumer like the material of package which is environment friendly (Smith, 1993;
Shimp 2000). Information about benefits, key inputs used in product and its effects over health and
environment is also printed over packaging (Shimp, 2000). It helps to create the trust and build the
relationship among the consumers (Klimchuck & Krasovec, 2007). In the marketing packing is most
important thing for any product because some time only packaging attract the consumer and they
purchase product due to attractive packaging ( Sauvage 1006) argue that packaging shape of the product
make image of product Underwood et al 2001 noted that packaging picture is important as compare to the
verbal communication because they provide more increasing and also attract the consumers (underwood
2003) suggest that some time consumer purchase the product due to their color because they give some
meaning to the different color (Mubashar)

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