A study on the impact of creative packaging design that influences consumer perception and purchase intention with reference to Wintrack Packs, Karur (KEY IJP************662)

• Indhuja E,Narmada Devi M

Abstract

The objective of this study is to determine the impact of product packaging on consumer buying behavior. The purpose of this research is to examine the factors, which are impact on consumer buying behavior. This is the primary research and data collected through structured questionnaire from the respondents of Karur population of the state of Tamilnadu. The main theoretical framework of this study focus on the finding of relationship between consumers decision about buying the product and different factors of packaging such as packaging colour, background image, wrapper design, packaging material.