ISSN 2394-5125
 

Research Article 


EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek.

Abstract
The marketing function of packaging is commonly related to the ability of packaging to communicate various marketing messages. Packaging appearance can reinforce the image of a brand, as the identity of a brand is expressed visually in the appearance of products. The paper aims to analyse the effect of packaging factors on consumers buying behaviour in FMCG products. The samples of consumers were chosen from urban areas of Madurai District, Tamilnadu. Totally 300 retailers point were approached. Finally, 276 consumers are considered as a sample size for the study. Descriptive statistics and regression analysis were used to describe the sample, to show which are the factors that highly influenced the buying behaviour, and measure the linear association between the dependent and independent variable. It is found that the packaging factors are influencing the buying behavior of FMCG products

Key words: Packaging, Buying behaviour, FMCG, Consumers


 
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How to Cite this Article
Pubmed Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. JCR. 2020; 7(17): 3309-3313. doi:10.31838/jcr.07.17.410


Web Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. http://www.jcreview.com/?mno=15198 [Access: August 18, 2021]. doi:10.31838/jcr.07.17.410


AMA (American Medical Association) Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. JCR. 2020; 7(17): 3309-3313. doi:10.31838/jcr.07.17.410



Vancouver/ICMJE Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. JCR. (2020), [cited August 18, 2021]; 7(17): 3309-3313. doi:10.31838/jcr.07.17.410



Harvard Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek (2020) EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. JCR, 7 (17), 3309-3313. doi:10.31838/jcr.07.17.410



Turabian Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. 2020. EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. Journal of Critical Reviews, 7 (17), 3309-3313. doi:10.31838/jcr.07.17.410



Chicago Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. "EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS." Journal of Critical Reviews 7 (2020), 3309-3313. doi:10.31838/jcr.07.17.410



MLA (The Modern Language Association) Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek. "EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS." Journal of Critical Reviews 7.17 (2020), 3309-3313. Print. doi:10.31838/jcr.07.17.410



APA (American Psychological Association) Style

Dr.D.Kesavan, MrsL. Esther Thamarine, Mrs. R. Anuradha, Mr.N.Vivek (2020) EFFECT OF PACKAGING FACTORS ON CONSUMERS BUYING BEHAVIOUR IN FMCG PRODUCTS. Journal of Critical Reviews, 7 (17), 3309-3313. doi:10.31838/jcr.07.17.410