| Article Details : |
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| | | Article Name : | | | The Impact of Packaging Quality on the Buying
Behavior of Consumer: An Empirical study of
Unilever Products | | Author Name : | | | NOORULAIN WAHEED1, ALI HUSNAIN,SHAHZAD SADIQ, MUHAMMAD ASIF, MUHAMMAD DANIYAL QAISAR | | Publisher : | | | Bridge Center | | Article URL : |  | | | Abstract : | | | Packaging plays out central role as medium in marketing mix,
to defining the newly products character, in special crusades, as an
estimating design, and as an instrument to make shelf impact.
Packaging is typically considered the most extreme type of publicizing
at very important point of whole in the adventure of buying: the
purpose of buying. It reflects the level of innovativeness, advancement
and front line qualities the brand may have.
The purpose of this research is to find that how packaging
attributes (color, labelling, size and shape) impact on the buying
behavior of consumer in context of Unilever (Dalda cooking oil, Lipton
tea and Knorr tomato ketchup).Research is held in Multan; Pakistan.
This exploration is intended to discover that how independent variable
(Packaging quality) create influence on dependent variable (consumer
buying behavior). The conceptual framework was built up on the basis of secondary source (books and articles). A closed ended designed
questionnaire with five point likert scale is used to gather primary
data. The data was collected by survey and analyzed using SPSS
software. Pearson chi- square test was carried for data analysis and
then compose the link between dependent and independent variables.
Sample size that used in this research is 200.Non-Probability
convenient sampling technique was used in this study. Youngster,
teenagers and aged house wives were targeted at Chase up Multan.
Results reveals that little packaging material and dimension change to
the Unilever products and don’t significantly influence the purchasing
pattern of customers for Unilever products on retail shelf. | | Keywords : | | | Packaging quality, Consumer buying behavior,
Marketing mix, purchasing pattern. |
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