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Journal: International Journal of Management (IJM) (Vol.11, No. 10)

Publication Date:

Authors : ;

Page : 1680-1687

Keywords : Cognitive dissonance; Consumer Behaviour; FCB Model; Packaging; Preference; Motivation.;

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Product packaging is an integral part of marketing as it is the end product that every consumer gets to experience. There are a lot of factors associated with packaging a product that attracts the human eye, which leads to a purchase decision. The expectations, every consumer has from a product is personal and vary based on the involvement he/she puts behind purchasing it. Packaging has helped brands to evolve in the field of sustainability and thereby build a brand image for themselves. (Wu, 2014) The aim of this study is to understand and explore the relationship between Product Packaging and Consumer Buying Behaviour and to understand whether the statement that packaging plays an important role in a consumer's preference and perception towards a brand is true. The approach of the study is to align to understanding human behaviour, preferences, choices, opinions, themes and motivations. For this purpose a bias-free, open-ended technique to understand people preferences when it comes to packaging and the research is framed based upon the consumer behaviour theories which are the Cognitive Dissonance theory and the FCB grid model. Using a qualitative dimension and applying in-depth interview methods to analyse the preferences of a diverse demographic individually and get better understanding using convenient sampling techniques.

Last modified: 2021-02-05 13:01:44