The Role of Packaging in Consumer Purchase Intentions:Evidence from Packed Milk Industry of Pakistan

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The aim of this study is to investigate how packaging affects consumers buying intentions. The Packaging is discussed with the help of its factors by using Deliya and Parmar (2012) theoretical Model on packaging. In recent era, due to increased competition and clutter on store shelves, packaging has become an important tool of marketing. The consumer’s buying intentions is outcome variable and predictor variables are packaging features (such as background image, packaging color, printed information, innovative features, font style, packaging material and design of wrapper). Study applies random sampling technique and structured questionnaire is used to obtain data from 130 respondents of Lahore province in Pakistan. Data was analyzed applying descriptive analysis, bivariate correlation and multiple regressions through software SPSS. The research revealed that packaging has significant impact on consumers’ buying intentions specially design of wrapper in packed milk category of FMCG industry. The finding of this research will help the marketers in designing the packaging of packed milk for consumers in Pakistan.