Impact of Product Packaging on Consumer Buying Behaviour: A Review and Research Agenda
DOI:
https://doi.org/10.31305/rrijm.2023.v08.n07.009Keywords:
Product Packaging, Consumer buying behaviour, Consumer PerceptionAbstract
Packaging is a very effective brand promotion and marketing communication tool, so packaging is a significant factor in consumer buying decisions. Usually, people are interested in packaging because it ensures the product’s originality and the marketer uses it for convenient delivery, the safety of the product, and for sales promotion. The purpose of this paper is to critically review the previous studies on product packaging and examine how packaging elements play a major role in shaping consumer preferences and also identify the research gaps, provide directions for future research, and set a research agenda. In order to understand the theories, the study emphasizes findings from earlier research. This article used studies from the period of 2000-2023 from Peer-reviewed journals. The study suggests that the area of packaging has a wide scope for future research. There are many areas like theoretical extension, and consumer perception about packaging are vast areas where seeks for discovering more studies.
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This is an open access article under the CC BY-NC-ND license Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0).