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

Tahira Umair; sadia butt

doi:10.32350/jarms.42.06

Tahira Umair Comsats University Lhaore
sadia butt Hasan Murad School of Management, University of Management and Technology, Pakistan

DOI: https://doi.org/10.32350/jarms.42.06

Keywords: consumer buying intentions, consumer buying behavior, customer-based brand equity (BE), fast-moving consumer goods, packaging

Abstract

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The current study was conducted with a key objective to investigate the relationship between various factors of packaging and consumers’ purchase intentions. The packaging and its factors have been discussed by using Deliya and Parmar’s (2012) theoretical model. Packaging has become an important tool of marketing due to the increased competition and clutter on store shelves. The study chose consumer’s purchase intentions as an outcome variable and predictor variables comprised packaging features (such as background image, packaging color, printed information, innovative features, font style, packaging material, and design of wrapper). The current study applied convenience sampling technique and structured questionnaire to obtain the data from 130 respondents of Lahore city in Pakistani context. Data was analyzed by applying descriptive analysis, bivariate correlation, and regression analysis through SPSS version 23.0. The results revealed that packaging has a significant impact on consumers’ buying intentions, especially the design of wrapper in packed milk category of Fast Moving Consumer Goods (FMCG) industry. The findings would be helpful for the marketers to design packed milk for consumers in Pakistan.

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