The Impact of association intensity  for Role of New Packaging and Purchase decision: An Explorative Study

Mr. Mitulkumar Mulchandbhai Deliya

Volume : V, Issue : XII, December - 2016

The Impact of association intensity for Role of New Packaging and Purchase decision: An Explorative Study

Mr. Mitulkumar Mulchandbhai Deliya

Abstract :

The importance of packaging design as a vehicle for communication and anding is growing in competitive markets for packaged food products. ?is research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. ?e challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of consumer response to packaging element