Impact of Processed Milk Packaging on Consumer Buying Behavior

Abstract

This study seeks to examine the impact of the packaging of processed milk on consumer buying behavior. In order to ascertain the relation between packaging and consumer buying behavior, six visual elements of packaging of processed milk were chosen which include packaging design, color, material, size, shape and graphics and printed information. The packaging elements have been taken as independent variables and consumer buying behavior as dependent variable. Primary research was undertaken and the results of the survey questionnaire have been graphically represented and analyzed. Findings of the research reveal that consumers prefer the package design with a carton on top, they prefer an attractive color such as red, blue and green and they prefer Tetra Pack as packing material. It has also been revealed through this research that consumers prefer 1 litre and 250 ml packs of processed milk, and prefer rectangular flat topped containers. Last but not least the research has revealed that for the consumers the printed information such as manufacturing and expiry dates and nutritional facts are very important determiners of the buying decisions.