Impact of visual elements of packaging of milk on consumer buying behaviour

16 May 2014

Researchers at the FAST School of Management Sciences in Pakistan examined the impact of packaging elements on consumer buying behaviour. Visual elements included packaging colour, packaging design, packaging material, packaging size and packaging graphics. The findings of the research revealed, among other things, that there is a positive correlation between packaging cap, rectangular packaging design and convenience in handling with consumer buying behaviour in packaging design. However, there is a negative correlation between easy-to-tear pouch packaging and consumer buying behaviour. An article about the research is published in the Interdisciplinary Journal of Contemporary Research in Business.
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