Influence of Product Packaging on Buying Behavior of Customers in Kurnool District

R. Ravi, A. Suman Kalyan

Abstract


This study focuses on the role of packaging on buying behavior of consumers of Kurnool district. The objective of this research is to examine the essential factors, which are driving the success of a brand. This research also identified the relationship between the dependent variable i.e., consumer’s buying behaviour and independent variables such as Packaging Colour, Packaging Material, Design of wrappers and Innovations. The data has been collected through questionnaire and for analysis has been done using SPSS software. The sample size for the study is 300 and convenient sampling technique has been adopted. According to the finding of the research study, it has been observed that the packaging is the most important factor. 

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