Impact of Packaging on the Buying Behaviour of Consumers in a Communicationally Remote Urban Area

This paper explores the impact of packaging, labeling and free sample on the buying behaviour of consumers of a communicationally backward area of India. The hypothesis is that the packaging, labeling, sample has strong influence on consumer buying behaviour. Two factorial approaches are adopted to analyses this influence i.e., sex wise and age wise. The study is based on a sample of 73 respondents taking from Karimganj town in Assam. This study highlighted that packaging is considered as necessary part of the product, hence customer of backward areas find packaging as value addition