Consumer Behaviour Towards Packaging of FMCG Products
Published: 2014
Author(s) Name: I. Anand Pawar, B.Raja Sekhar |
Author(s) Affiliation: Department of Commerce, Dr.B.R.Ambedkar Open University, Hyderabad, Andhra Pradesh, India
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Abstract
In this paper an attempt has been made to analyze the customers perception towards packaging of FMCG products. A sample of 50 customers has been included from the Hyderabad city based random sampling method. The major findings of the study include: (i) Convenience and brand name this shows these attributes affects consumer behavior while other two cases aesthetic and information does not affect as significantly, (ii) Consumer Priority towards packaging consists of protective packaging, eco-friendly packaging and convenience packaging, (iii)
most of the consumers (67%) opined that the packaging influence consumer to buy a particular brand, (iv) It is also found that the packaging does
not influence consumer to buy a particular branded
product.
Keywords: Consumer Behaviour, Packaging, Brand Image, FMCG Products
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