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Research Article

JCR. 2020; 7(17): 3309-3313


EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek.

Abstract
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

Key words: Packaging, Buying behaviour, FMCG, Consumers



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The articles in Bibliomed are open access articles licensed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (https://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
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