Influence of Packaging on the Buying Decisions of College Students

Author: E. Santhoshi, E. Shirin Hima Bindu, N. Pavani and Swetha Kodali

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Abstract

The primary aim of this study is to identify key packaging factors that significantly impact consumers' buying decisions. This research seeks to uncover the pivotal elements associated with packaging effects that contribute to a brand's success. To effectively design packaging that resonates with consumers, companies need a deep understanding of the consumer buying process and a clear grasp of packaging's role as a variable influencing purchase decisions. Therefore, gaining insights into the factors that sway the purchasing behavior of college students and pinpointing the most crucial packaging elements can assist companies in making informed decisions about their product packaging strategies. A potential challenge of this study is the limited scope of the sample, which comprises of 75 college students in Hyderabad. Extrapolating findings from this specific demographic to a broader consumer base may be challenging due to variations in consumer behavior among different age groups and regions. Despite these challenges, the study offers valuable insights into the packaging factors influencing purchasing decisions among college students in Hyderabad, shedding light on a specific consumer segment. The findings can serve as a starting point for businesses looking to tailor their packaging strategies for this demographic, and it underscores the importance of understanding consumer preferences and the role of packaging in shaping buying decisions.

Keywords

Packaging, Students, Buying behavior, Purchase

Conclusion

The present study conducted among 75 intermediates, graduates and post graduates college students on impact of packaging and purchasing behavior. The current study revealed that design, information provided on package, quality of packaging mostly affecting the respondents to purchase products/while purchasing. Sometimes respondents pay an extra amount for good packaging. It can also be concluded that the attractive background, innovative packaging and the design of the packaging wrapper influences the college students towards product purchase.

References

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How to cite this article

E. Santhoshi, E. Shirin Hima Bindu, N. Pavani and Swetha Kodali (2023). Influence of Packaging on the Buying Decisions of College Students. Biological Forum – An International Journal, 15(10): 182-186.