Volume : VIII, Issue : V, May - 2019

Role of Packaging On Consumer Buying Behaviour In The Case of FMCG Products

Chythania. P. T

Abstract :

Fast moving Consumer goods (FMCG) or Consumer packaged goods (CPG) are goods which are sold at relatively small prices at regular intervals. But they are sold in large quantities and hence cumulative profits on FMCG goods are large. Major FMCG market includes European Union, China, Japan, Usa etc. Globally FMCG Sector growth is 4.4 %. The Indian FMCG Sector is the fourth largest in economy. The India‘s contribution towards global consumption is expected to double to 5.8 % by 2020. Predicted an Compounded annual growth of 27.86 % to reach US $ 103.7 billion by 2020. Major Classification of FMCG Products are .Personal Care & House hold care which accounts for 50 %,.Food and beverage(19 %) and.Health care(31 %).. The major features of Indian FMCGS are a.Branding.b.Contract manufacturing.c.Distribution networks. large Unorganised Sector. Branding consist of names, Logos, Labelling and packaging. Packaging plays an important role in the case of anding. Packaging can be defined as the activity of designing and giving a wrapper or container for the product. Various functions of packaging include safety of the product, protection of product,Symblic communication, and promotion of the product. It has got important role because it is the major channel that captures the consumer attention.. Brand packaging of the product has influence while making a purchase decision. The independent variable includes packaging color, size, shape and labelling. Customers prefer a product having packaging which is protective, eco-friendly and convenient. Packaging is the essential and significant factor which largely persuades the consumer buying behaviour. For different products they rate the aesthetic components like color, shape, size, material used, text and graphics differently. Convenience is one of the most important factor in the case of skin and hair care products. Customers prefers and name while choosing oral care and deodorants. In the case of cosmetic products they gives due importance to the information content .Now a days people prefer environmental friendly packages. Packaging makes and unique, supports in affirming and name, retain its distinctiveness, and stands out on the shelf. The information which is properly delivered has powerful influence on consumer buying preference. Changing of packaging is essential from time to time. Manufactures must focus on packaging aspect in order to move their product off the shelf.

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Article: Download PDF    DOI : https://www.doi.org/10.36106/gjra  

Cite This Article:

ROLE OF PACKAGING ON CONSUMER BUYING BEHAVIOUR IN THE CASE OF FMCG PRODUCTS, Chythania.P.T GLOBAL JOURNAL FOR RESEARCH ANALYSIS : Volume-8 | Issue-5 | May-2019


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