PACKAGING – AN IMPORTANT MARKETING TOOL FOR BRANDS

  • Paul D. Berger Bentley University
  • Bhoomi K. Chheda Bentley University
  • Divya Minocha Bentley University
Keywords: Packaging, Personal care products, Consumer buying behaviour

Abstract

The intention of this research is to analyse how packaging influences the consumer buying behavior of personal care products. As an example, we specifically include consideration of the importance of packaging of personal care product with respect to sales, brand recognition and providing information about the product to the end user. The consumer’s buying decision is strongly based on packaging and its features, such as  packaging color, packaging material, background image, design of the wrapper, printed information, innovations, and font style. The basic idea for conducting this study is to identify those packaging element that add value to personal care products and thus influence consumer buying behavior. This research will not only help marketers in bringing innovation and creativeness into the packaging of personal care products, but will also provide the policy makers to implement effective decision-making in bringing changes and creating strategy to packaging in general.

Published
2019-04-30