The marketing function of packaging is commonly related to the ability of packaging to communicate various marketing messages. Packaging appearance can reinforce the image of a brand, as the identity of a brand is expressed visually in the appearance of products. The paper aims to analyse the effect of packaging factors on consumers buying behaviour in FMCG products. The samples of consumers were chosen from urban areas of Madurai District, Tamilnadu. Totally 300 retailers point were approached. Finally, 276 consumers are considered as a sample size for the study. Descriptive statistics and regression analysis were used to describe the sample, to show which are the factors that highly influenced the buying behaviour, and measure the linear association between the dependent and independent variable. It is found that the packaging factors are influencing the buying behavior of FMCG products
Packaging, Buying behaviour, FMCG, Consumers
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