Original Assignment1 ARM Word

Impact of Product Packaging on Consumers Buying Behavior

Abstract: The objective of this study is to determine role of packaging on consumers buying behavior. The purpose of this research is to examine the essential factors, which are driving the success of a brand. This research also identified the relationship between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 150 respondents has been collected and tested the reliability of the model. According to the finding of the research study, it has been observed that the packaging is the most important factor. It is further concluded that the packaging elements like its Colour, Packaging material, Design of Wrapper and innovation are more important factors when consumers making any buying decision. Finally it has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumers purchase decision.

Key Words: Packaging, Buying behavior, Purchase decision, independent & dependent variables

1. INTRODUCTION

Packaging is the activities of designing and producing containers or Wrappers for a Product. Like other brand elements,

Past History, Packages have a long history. Early humans used leaves and animal skin to cover and carry food and water. Glass containers first appear in Egypt as early as 2000 B.C. Latter, the French emperor Napoleon awarded 12000 francs to the winner of a contest to find a better way to preserve food, leading to the first crude method of vacuum-packaging now, In 21st Century being marketer must choose the aesthetic and functional components of packaging perfectly to achieve marketing objectives and meet costumers needs. Aesthetic Considerations govern a packages Size and shape, material, Color, text, and Graphics. Conveys elaborate and colorful messages on the package at the moment of truth-the point of purchase packaging has become itself a sales promotion tool for the organizations. The consumers buying behavior also stimulated by the packaging quality, color, wrapper, and other characteristics of packaging. Packaging is a whole package that becomes an ultimate selling proposition, which stimulates impulse buying behavior. Packaging increases sales and market share and reduces market and promotional costs. According to Rundh (2005) package appeals consumers attentiveness towards a certain brand, increases its image, and stimulates consumers perceptions about product. Furthermore, packaging conveys distinctive value to products (Underwood, 2003; Silayoi, & Speece, 2007), packaging works as an instrument for

Differentiation, and helps consumers to decide the product from wide range of parallel products, packaging also stimulates customers buying behavior (Wells, Farley & Armstrong, 2007).

Previous researches show that there is no agreement on overall classification of packaging material and package elements. There is also disagreement regarding the methods of package impact on consumers buying behavior decision. Several researchers attempt to examine all potential elements of packaging and their effect on consumers buying decision (Butkeviciene, Stravinskiene, & Rutelione, 2008), however others focus on distinct elements of packaging and their influence on consumer purchasing behavior (Ampuero & Vila, 2006; Madden, Hewett, & Roth, M, 2000; Underwood, Klein, & Burke, 2001; Bloch, 1995). Furthermore, some researchers explore the impact of packaging and its features on consumers whole purchase decision (Underwood, Klein, & Burke, 2001), whereas, some others on each step of consumers decision making process (Butkeviciene, Stravinskiene, & Rutelione, 2008).

Brand image and advertisement have strong positive influence and significant relationship with Consumers buying behavior. People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects on their Consumer Buying Behaviour positively (Malik, Ghafoor, Iqbal, Ali, Hunbal, Noman, and Ahmed, 2013).

The purpose of this research is constructed on hypothetical analysis of packaging components and their influence on consumers buying behavior decision. This empirical study uncovers the features, which are having the eventual influence on consumers choice, when multiple and different choices are available.

WHAT IS CONSUMER BUYING BEHAVIOR?

The buying behavior of a consumer is the decision processes as well as the actions the consumer takes in buying and using products. Whether or not the consumer realizes it, there is far more that goes into the buying process than simply driving to the store and picking something off the shelf. There are mental and social processes that consumers go through that proceed the actual act of purchasing.

Kotler and Keller (2011) point out that understanding how the consumer chooses products and consumers can provide manufacturers with a competitive advantage over competitors. Companies can use this information strategically in order to offer the right products and services at the right time to the right audiences.

SIX STAGES OF THE CONSUMER BUYING PROCESSPROBLEM RECOGNITION

In this initial stage, consumers are made aware of a need or desire. Its important to note the difference between a desire, where the consumer simply wants something, versus an actual condition, such as experiencing hunger. Marketers can use advertising and newsletters to share information on products and services that can stimulate this stage.

INFORMATION SEARCH

This can be a two part process. Initially the consumer will do an internal search of his own memory. If he doesnt know anything about the product or if he desires more information, he may then proceed with an external search. Often the external search begins with word of mouth by speaking to friends and family members. Social media has made this process even easier, since consumers can perform a large survey of friends or followers to procure feedback on a product.

EVALUATION OF ALTERNATIVES

As with the information search, the internet and search engines have made evaluating alternatives easier than ever before. In this stage customers evaluate different brands and products on the basis of which best meets the consumers needs. During this stage the consumer also establishes what other factors, like price and quantity, are important.

PURCHASE DECISION

Some researchers combine the purchase decision and purchase into one stage of the purchase process. However, the two are not necessarily one and the same. Even after making the decision to purchase, the consumer can still be thrown off course by other factors before purchasing. For example, the quality of a shopping experience may impede the shoppers ability to successfully make a purchase. The availability of a promotion or lack thereof or a poor return policy are also factors that can dissuade a consumer from following with the purchase decision. If the consumer is in a retail environment with similar products side-by-side with the product they intent to purchase, eye-catching packaging and labels paired with a better price could easily sway the decision.

PURCHASE

The final step in the process is the purchase, which may or may not differ from the purchase decision.

CONSUMER BUYING BEHAVIOR

The types of consumer buying behavior are determined by the level of involvement in the purchase decision, which is directly influenced by the level of need and the intensity of interest in a particular product. High involvement purchases include pricier items likecars, property, high priced goods, and products that are highly visible to others. Consumers are also more involved in purchases that involve greater risk, whether it is personal, social or economic risk.

FOUR TYPES OF CONSUMER BUYING BEHAVIOR

ROUTINE RESPONSE BEHAVIOR

This type of buying behavior is used for the frequently purchased items like groceries. Consumers have low involvement with these low-cost items and do not search extensively for information. They are purchased almost automatically, which is why this type of consumer buying behavior is also known as programmed response behavior or habitual buying behavior.

LIMITED DECISION MAKING

This type of buying behavior occurs for products bought only occasionally, such as clothing. The consumer may or may not have to do an external information search. For some purchases, this behavior could potentially require a moderate amount of time to gather information.

EXTENSIVE DECISION MAKING

This type of buying behavior is also known as the complex buying produces, because the consumer is highly involved in the buying process and spends significant time collecting information about the product. In this case, the consumer is typically unfamiliar with the product and it is an expensive and/or risky purchase. Some examples include homes, cars, computers, or even education. In this case the consumer goes through all six stages of the buying process.

IMPULSE BUYING

This type of buying behavior is typically for low-cost items and doesnt involve any conscious planning. Eye-catching packaging in a retail store will often compel a shopper to make an impulse purchase in order to try the product. Interestingly enough, the impulse buying process is not as simple as it sounds. There are multiple dimensions within the impulse buying behavior pattern:

The spontaneous urge to buy: in most cases this is when the person experiences an unexpected desire to buy in response to an advertisement.

Power and compulsion: occurs when, after encountering the product, the consumer feels an urgent desire to purchase.

Excitement: occurs when the consumer encounters a product that evokes feelings of happiness or excitement.

Synchronicity: when the consumer feels instant compatibility with a product, as if it was a miracle that he or she was at the right place and right time to have encountered the product.

Product animation: where each product has its own mysterious appeal.

Hedonic elements: occurs when purchasing the product produces positive or negative emotions, such as satisfaction or guilt.

Conflict: refers to the emotional conflict within the buyer as a result of unplanned purchases.

Disregard for consequence: on this occasion, the strong urge to purchase causes consumers to disregard the consequences.

FACTORS INFLUENCING CONSUMER BEHAVIOR

There are both internal and external factors that influence consumer buying behavior.

INTERNAL FACTORS

PERCEPTION

Perception is the process of filtering information to produce meaning and make sense out of it. Its important to note, however, that while this becomes our reality, it isnt necessarily an accurate reflection of whats real. During the average 30 minute shopping trip, consumers are exposed to 20,000 different products, most of which they have no direct knowledge of. Instead, they interpret the information and form opinions based on the knowledge they have retained from previous experiences with like products.

KNOWLEDGE

Learning new information about a product or even type of product can quickly change buying behavior. It may be necessary for marketers to use advertising and packaging or even give away product samples in order to alter consumer beliefs and educate them.

ATTITUDES

Attitude refers to what a person feels about something and is reflected in the way that person acts based on those beliefs. If a consumer has a negative attitude about a product, it can be very difficult to get him or her to change that opinion

PERSONALITY

Personality refers to all the internal traits and behaviors that make a person unique. Its important to note that the way people view themselves, the self concept, it not necessarily the same as the way others view them. Marketers must recognize thatconsumers make purchase decisions to support their self concept, which could expand the target audience for a product.

LIFESTYLE

This factor refers to the activities we engage in and the things that interest us, which influences how we spend our time and money. Today, lifestyles are shifting towards personal independence and a healthier, more holistic lifestyle.

MOTIVATION

This factor refers to our desire to achieve a particular outcome, and effects how much effort the consumer puts into making the decision.

EXTERNAL INFLUENCES

Consumer purchase behavior is heavily influenced by our family, friends, social class and culture.

CULTURE

This refers to the way our behaviors and purchasing decisions are influenced by our interactions with and observations of our own society. Culture strongly influences what people eat, wear and travel. Americans, in particular, value good health, individualism, education and freedom.

PACKAGING AS AN INFLUENCING FACTOR

According to a study published by researchers at the University of Miami and California Institute of Technology, packaging has a proven and important influence on the consumer purchasing decision in a retail environment. Researchers proved that aesthetic aspects like color, brightness and typography influences where the shoppers eyes land on the shelves. The consumer takes more time to look closely at these products and the packaging, which, in turn, directly influences whether or not he buys the product or selects another brand.

According to Milica Mormann, one of the authors of the study, the big idea here is that perceptual processes happen in the brain in parallel with economic value computations and thus influence how economic decisions are made.

PACKAGING ELEMENTS

According to Nilson and Ostrom (2005), the product packaging design includes the brand name, color, typography and images, all of which influence how quickly and easily a product catches the eye.

The visual elements of packaging have a stronger influence on the purchasing when consumers have low involvement in the purchase, in other words, when the product is of low risk and less expensive. They also have a strong impact on impulse purchases.

Its important to note that because of the number of people in and out of stores every day, packaging has a far better reach than advertising and that it can used to set a brand apart from its competitors. It also reinforces the purchase decision every time a product is used, not just at the point of purchase.

COLOR

Brands can use color in their packaging and product labels to set certain moods and draw the eye, as it has the ability to evoke different emotions or send messages about the brand. Blue, for example, can be used to evoke feelings of trust. On the other hand, brands can use bright colors like yellow and orange to help the product stand out and show that the company and products are fun.

QUALITY OF PACKAGING MATERIAL

When choosing between multiple products, particularly when the consumer is more involved in the process, he will often choose the higher priced item because the higher price implies higher quality. The same is true of packaging material. High quality packaging and labels will influence the consumer to purchase more often than low quality packaging and labels.

INNOVATION

An innovatively designed wrapper or container can have a large impact on whether or not a product is noticed on store shelves. Packaging features include environmentally friendly packaging, portion controlled packaging, tamper-proofing, child-proofing, easy-carry, or packaging that is not easily breakable

FONT STYLE

The most effective packaging designs have attractive, innovative font styles.

PRINTED INFORMATION

The labels are essential, since they convey important information like marketing messaging as well as ingredients or materials used to make the product. The labels also establish brand identity and enhance name recognition.

CHANGES IN CONSUMER BUYING BEHAVIOR

ENVIRONMENTALLY CONSCIOUS

One of the largest shifts in our culture that affects packaging is the desire for more environmentally friendly packaging. Many consumers today are willing to pay higher prices for products that are environmentally friendly or made from recycled materials.

According to Mostafa (2007), green purchase behavior refers to the way consumers are more concerned with purchasing products that are friendly to the environment, recyclable or responsive to ecological concerns. Clem (2008) explains that the trend of going green reflects a social consciousness around saving and protecting the Earths natural resources.

MULTIPLICITY

Another shift in buyer expectations is the way consumers expect products and services to interact with all of their senses, where they feel they are an active participant rather than just an onlooker.

HYPER EFFICIENCY

Recognizing how limited sources are, consumers are demanding smarter and more efficient ways to solve problems like staying fit or a lack of space.

ESCAPE

In a technologically advanced world where we are on more than ever before, consumers are seeking products and experiences that will help them let go and escape their responsibilities.MINDFULNESSConsumers are looking for more depth and meaning in their lives than ever before, which means more leisure time and disposable income will be spent on self-development products and activities.

SUPER-PERSONALIZED

Advances in technology allow products to read consumers and give them what they want. The consumers, in turn, have come to expect this type of super-personalization.

Objectives of the Study

To Find Out the effect of packaging on the buying behavior decision.

To check the effect of packaging elements on the buying behavior.

To measure the relative impact of each packaging element on the consumer.

To identify the elements, which should be highlighted while design the packaging.

Research Question

Does packaging play role on consumer buying behavior decision?

2. Previous Research

Packaging acts multidimensional functions. It offers knowledge about the product and organization, a technique to communicate with consumers and safeguard to the quality of product (Silayoi & Speece, 2007). According to Rita Kuvykaite1 (2009) the study reveals the self-service and changing consumers lifestyle having the ultimate effect on consumer choice. Increase in impulse buying behavior labeling is also communicating to the customer.

Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2013), integrate the brand image, brand attachment and environmental effects and their impact on consumer purchaseDecision. Results elaborates that brand image dont have a positive relation with purchase decision, brand attachment has a moderate positive relation with purchase decision and environmental effects but dont have a positive relation with purchase decision.

The consumers purchase more quantity of the products, after looking a well-labeled product. Therefore labeling influences the consumer buying behavior, but there are some other factors also, which influence the consumer buying behavior (Saeed, Lodhi, Rauf, Rana, Mahmood & Ahmed, 2013).

In recent times, people are becoming more concerned towards green purchasing because of a grown consciousness for environmental protection. Green purchasing is essentially the act of buying environmental friendly products. The research model in this study examines the consequences of predictor variables (environmental concern, organizational green image and environmental knowledge) upon criterion variable (green purchase intention) with the moderating effect of perceived product price and quality (Underwood, 2003; Rettie & Brewer, 2000; Barber, Almanza, & Donovan, 2006). Adelina & Morgan (2007) conclude that Packaging could be treated as one of the most valuable tool in todays marketing communications; Packaging has an important impact on consumers buying behavior. The impact of packaging and its elements can impact the consumers purchase decision.

According to Karbasivar & Yarahmadi (2011), more apparel impulse buying and promotional approaches (cash discount) usage between sample, as well as in-store form display (window display) has important role to encourage consumers to buying impulse. They can gift complementary products to encourage consumer to buying impulse. Also sealers can increase apparel impulse buying with decorating their stores in modern style and use attractive lights and colours. The result of the study proves that there is a pivotal relationship between window display, credit card, promotional activities (discount, free product) and consumer impulse buying behaviour (Alice, 2006).

According to Erzsebet & Zoltan (2007) both the qualitative and quantitative research showed that respondents adopted similar risk reduction strategies in their purchase of baby care products. This research investigated consumer perceptions and buying behavior of baby care products. The results of the primary research showed that consumers needs satisfied with the product in terms of reliability and performance and packaging.

According to Butkeviciene, Stravinskiene and A. Rutelione (2008), impulse buying is indeed a relevant factor in CE retailing, thus justifying the use of sales packaging. However, optimization is still important. From an economical and environmental perspective it is very costly to apply sales packaging (with additional material use and transport volume) to products that do not need them, or to apply them in an ineffective way.

Saeed, Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2011), integrate the brand image, brand attachment and environmental effects and their impact on consumer purchase decision. Results elaborates that brand image dont have a positive relation with purchase decision, brand attachment has a moderate positive relation with purchase decision and environmental effects but dont have a positive relation with purchase decision.

3. RESEARCH METHODOLOGY

3.1. Theoretical Framework

The theoretical framework between independent and dependent variables can be expressed as follows:

Independent Variable

Packaging Color

Packaging Material

Design of Wrapper

Innovation

Dependent Variable

Consumers Buying Behavior

3.1.1. Independent Variable

Packaging color

Color plays an important role in a potential customers decision-making process, certain colors set different moods and can help to draw attention.

Packaging Material

Any material used especially to protect something- packing, wadding. Consumer can change its decision regarding Packaging material. High quality Packaging attract consumer then low quality Packaging. So packaging material has strong impact on buying behavior.

Design of wrapper

The overall design also plays a vital role in attracting the consumer. Mostly the children of 10-18 years are so sensitive to the design of wrapper. The companies try their best to create attractive design of packaging.

Innovation

Innovative packaging may actually add value to the product if it meets a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store, easy-carry, and non breakability.

3.1.2. Dependent Variable

Consumer Buying Behavior

3.2. Tools of Data Collection:

In order to find data on role of packaging on consumer buying behavior, we will collect data on four variables: The first benefit to use questionnaire technique is that result.

3.3. Sampling Technique & Sample

The population of my study will be students and educational institutions of Karachi in which the sample size of 150 students will be taken for conducting the study by using simple random sampling in order to generalize the finding in the particular sector.

3.4. Measures

There were at least 13 questions in the survey obtaining data for one variable and some questions were directly obtaining with no complications. Measure for each variable is defined below:

Each variable was measure by asking the seven questions by using the 5-points itemized rating type scale ranging from (1) strongly disagrees to (5) strongly agree.

3.5. Methodology for Analysis of Data

To make analysis of data it will use SPSS software in which we will make analysis in to two parts where part one will lead descriptive statistics that will be use to describe and summarize data and include measures of central tendency (average) and dispersion (the spread of data or how close each other is to the measure of central tendency).

3.5.1. Descriptive analysis

It is used first techniques for generating result is descriptive statistics. It shows minimum, maximum, and mean values of data.

3.5.2. Correlation

The Pearson's correlation is used to find a correlation between at least two continuous variables. The value for a Pearson's can fall between 0.00 (no correlation) and 1.00 (perfect

correlation). Other factors such as group size will determine if the correlation is significant. Generally, correlations above 0.80 are considered pretty high.

DATA ANALYSIS & FINDINGS

Descriptive Analysis

The results of descriptive analysis show as follows:

Table: 1

Descriptive Statistics (Buying Behavior)

NMinimumMaximumMeanStd. DeviationBuying Behavior

Valid N (list-wise)150153.740.931

In the above table 1 the minimum values, maximum values, mean values and the values of standard deviation of dependent Variable have been shown. Mean value provides the idea about the central tendency of the values of a variable. Number of observations of each variable is 150. Standard deviation and the extreme values (minimum in comparison to Maximum value) give the idea about the dispersion of the values of a variable from its mean value. The Minimum value is 1 while Maximum value is 5. The Mean value is 3.74 with standard deviation of 0.931.

Table: 2

Descriptive Statistics (Packaging Color)

NMinimumMaximumMeanStd. DeviationPacking Color


In the above table 2 the minimum values is 1, maximum values 5, and mean values 3.65 while the values of standard deviation is 0.944. Mean value provides the idea about the central tendency of the values of a variable. Number of observations of each variable is 150. Table: 3

Descriptive Statistics (Quality Packing)

NMinimumMaximumMeanStd. DeviationQuality Packing


The above table 3 the minimum value of 1 and maximum value of 5. The values can be deviated by 0.925, which means that the mean value can varied by +0.925 or - 0.925. The mean value is 3.75.

Table: 4

Descriptive Statistics (Wrapper Design)

NMinimumMaximumMeanStd. DeviationWrapper Design


In the above table 4 the minimum values is 1, maximum values 5, and mean value is 3.69 whereas, the values of standard deviation is 0.897. Mean value provides the idea about the central tendency of the values of a variable

Table: 5

Descriptive Statistics (Packing Innovation)

NMinimumMaximumMeanStd. DeviationPacking Innovation


In the above table 5 the minimum values is 1, maximum values 5, and mean value is 3.65 whereas, the values of standard deviation is 0.965. Mean value provides the idea about the central tendency of the values of a variable.

4.2. Pearson Correlation

4.2.1. Hypothesis: 1

H1: there is relationship between Buying Behavior and Packing color

Table: 6

Correlation b/w Buying Behavior & Packing Color

BuyingPacking

NBehaviorColor

Pearson

Buying BehaviorCorrelation10.589

Sig. (2-tailed) N1500.000149

Pearson

Packing ColorCorrelation0.5891

Sig. (2-tailed) N0.000149150

**. Correlation is significant at the 0.01 level (2-tailed)

Table 6 represents the table of correlations. Where two variables buying behavior and Packing color are positively correlated (r= 0.589, p = 0.000149). There is moderate relation between these two variables, which is significant. So Hypothesis is accepted. So we can say that the attractive packaging color can attract consumer. Consumer likes the colored packaging. It also implies that using attractive colors in packaging we can grab customer attention.


H2: there is relationship between Buying Behavior and Quality of Packing.

Table: 7

Correlations b/w Buying Behavior & Quality Packing

BuyingQuality

NBehaviorPacking

Pearson


Sig. (2-tailed) N1500.000145

Pearson

Quality PackingCorrelation0.5391

Sig. (2-tailed) N0.000145150

**. Correlation is significant at the 0.01 level (2-tailed)

Table 7 represents the table of correlations. Where two variables buying behavior and Quality of

Packing are positively correlated (r= 0.539, p = 0.000145). There is moderate relation between

these two variables, which is significant, So, H2 cannot reject. The result is clears that the

consumer also evaluates the products on the behalf of its packaging quality. Customer proffers

the better quality of package.


H3: there is relationship between Buying Behavior and Wrapper Design.

Table: 8

Correlations b/w Buying Behavior & Wrapper Design

BuyingWrapper

NBehaviorDesign

Pearson


Sig. (2-tailed) N1500.000149

Pearson

Wrapper DesignCorrelation0.4211

Sig. (2-tailed) N0.000149150

**. Correlation is significant at the 0.01 level (2-tailed).

Table 8 represents the table of correlations. Where two variables buying behavior and Wrapper Design are positively correlated (r= 0.421, p = 0.000149). There is moderate relation between these two variables, which is significant. Therefore, Hypothesis: H3 is accepted.


H4: there is relationship between Buying Behavior and Packing Innovation.

Table: 9

Correlations b/w Buying Behavior & Packing Innovation

BuyingPacking

NBehaviorInnovation

Pearson


Sig. (2-tailed) N1500.000145

Pearson

PackingCorrelation0.5541

InnovationSig. (2-tailed) N0.000145150

**. Correlation is significant at the 0.01 level (2-ailed).

Table 9 represents the table of correlations between two variables buying behavior and Innovation, which is positively correlated (r= 0.554, p = 0.000145). There is moderate relation between these two variables, which is significant. So, there is a significant relationship between Buying Behavior and Packing Innovation.

5. CONCLUSION & RECOMMENDATION

5.1. Conclusion

Results of research study regarding the role of packaging on consumers buying behavior stipulated following conclusions:

Packaging could be treated as one of the most valuable tool in todays marketing communications, necessitating more detail analysis of its elements and an impact of those elements on consumers buying behavior.

Appropriate and vivid picture or packaging color, which delivers them a happy feeling, or an easy handle/open/dose/dispose, package shape. All these elements contribute each important effort to catch consumers attention and interest. Besides each elements single function, we think that a good combination of these elements may lead the product more eye-catching and attractive.

Analyzing an importance of its separate elements for consumers choice reveals the impact of packaging and its elements on consumers purchase decision. For this purpose main packages elements has been identified: graphic, color, size, form, and material of packaging are considered, wrapper design, innovation while product information, producer, country-of-origin and brand are considered as important ones. Moreover, the impact of package elements on consumers purchase decisions has been evaluated, and it is concluded that it depends on the consumers involvement level, time pressure or individual characteristics of consumers.

It has been Empirically tested the proposed research model, package elements, which are having the ultimate effect on consumer choice; in a case of different products from group of convenience goods were available.

It has also revealed that elements of packaging are the most important for consumers purchase decision. For a major part of consumers attraction was a size of package and material are the main visual elements, whereas, product information is also the main verbal elements when purchasing milk and washing-powder.

Results analyzing the impact of package elements on consumers purchase decisions, depending on level of involvement correspond with those of theoretical studies and that visual elements of package have relatively stronger influence on consumers purchasing behavior when they are in the level of low involvement, in contrary to those who are in the level of high involvement.

Packaging has a better reach than advertising does, and can set a brand apart from its competitors. It promotes and reinforces the purchase decision not only at the point of purchase, but also every time the product is used. Packaging in different serving sizes can extend a product into new target markets or help to overcome cost barriers. Packaging can even drive the brand choice (especially in the context of childrens products).

This Research has found that different packaging cues impact and` how a product is perceived. Often the packaging is perceived to be part of the product and it can be difficult for consumers to separate the two (the concept of gestalt). Aspects

such as packaging color, typography, illustrations and graphics can influence how a product is perceived.

According to this research, it is concluded that most consumers like the product quality after they purchased their desired packaged product. Based on those facts, we cannot say there is a 100% equal relationship between good package and good product quality, but there is a positive thinking and trend about well-designed package shows high product quality.

As a matter of fact, people are becoming more and more demanding; packaging has been gradually shown its important role in a way to serve consumers by providing information and delivering functions. With its different functionality to ease and to communicate with consumers, there is no doubt about increasingly important role of packaging as a strategic tool to attract consumers attention and their perception on the product quality.

New product manufacturers mostly use the labels in their products. Basically they describe that when made it, where it was made, how it was made, what it contains, how to use it etc. Furthermore, they believe that labels to use the products properly guide the consumers. The information given in the label and its value have to be highlighted while promoting the product in the market. It must also be more useful technique

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