Impact of packaging on consumer buying behaviour

Abstract

This project examines the relationship between consumer buying behavior ante reusability of a product within its package. A hypothesis testing 1s conducted to test the relationship between the dependent and independent variables. The secondary research concluded that consumers place a significant importance to packaging of products and correlate the quality of the product with its package to an extent. Primary research and causal research helped us arrive at a similar conclusion that consumers prefer to buy products that have innovative packages that enables them to reuse the product within. Although the perceived value of packaging for products of small unit size 1s indifferent, as the size increases, the value given increases. Consumers are even ready to pay a higher price for such products.