Economic Assessment of the Impact of Packaging Design on Consumption

Packaging has become itself a sales promotion tool for commercial organizations. Consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The objective of this paper is to determine the effect of packaging design on consumer purchasing behavior, along with the identification of the main aspects that contribute to the packaging of a product. Packaging is believed to leave a certain positive or negative impression on the consumer which greatly affects the sales and the market share of a commercial organization. Thus, it is important to take into consideration the effect of the packaging of a product on the consumers’ buying behavior. By understanding how packaging affects the purchase decision, companies will be able to make the right decision when it comes to product packaging and presentation. This research identifies the relationship between the main variable, which is the consumer buying behavior, and the independent variables such as packaging elements and packaging quality. Upon distributing 150 structured questionnaires, primary research data was collected, and SPSS software was used to analyze and interpret the findings. The results of this research show the importance of having good packaging elements and quality in order to maintain a positive product image, and achieve a better market impact. Future research is proposed which can help in developing a better understanding of consumer buying response in relation to packaging elements and quality.