COLOUR PARADIGM IN PACKAGING: IMPACTING PURCHASE BEHAVIOUR IN INDIAN URBAN POPULATION

Product packaging gives an identity in the huge stores and malls to distinct it from others and this distinction should mark them on the minds of the consumer. There is a huge role played by the subconscious mind that allows a customer to be satisfied by the purchase decision made due to packaging. The expectations, every consumer has from are based on majorly exposure and at what frequency are they viewing it to create a comfortable ease to look at it as a product of their prospective segment. This has to be studied by various companies and e- commerce to know the difference created by the packaging paradigm. This research paper gives an understanding of the colours and impact of a product through essential packaging. The researcher uses descriptive analysis and In-depth interview, a qualitative research method and quantative research method which uses pilot testing for evaluating the in-depth meanings attached to the packaging paradigm