Influence of Product Packaging on Consumer Buying Preference in Venglai Locality, Lunglei, Mizoram

Influence of Product Packaging on Consumer Buying Preference in Venglai Locality, Lunglei, Mizoram

ABSTRACT

Packaging has developed into a tool for company sales promotion. Consumer purchasing behaviour is influenced by a variety of packaging factors, including container quality, colour, wrapping, and others. Packaging is a whole thing that turns into the best-selling point and encourages impulsive buying. Packaging reduces promotional expenditures while increasing sales and market share. This study aims to evaluate how packaging affects customers’ perceptions of products and intentions to make purchases, as well as how these characteristics affect consumers’ purchasing decisions. The Venglai, Lunglei, is where the research is being done. This is a primary study, and data was gathered by a questionnaire. Frequencies and percentages were utilized for analysis. The research’s findings support the assertion that most customers are satisfied with the product quality after making a purchase of their preferred packaged good. Based on such data, we cannot state that a good packaging and a good product have a relationship that is completely equal, but there is a favorable belief and trend that a well-designed box indicates a high product quality. Further analysis reveals that a product’s packing quality comes in second to its visual appeal as the most important feature.

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