Impact of Visual Packaging Elements of Packaged Milk on Consumers Buying Behavior

This research paper examines the impact of packaging elements on consumer buying behavior. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behavior. In order to know the impact of visual elements packaging on consumers the study was carried out to find the relationship between packaging elements and consumer buying behavior. Visual elements included packaging color, packaging design, packaging material, packaging size and packaging graphics. In this study visual elements of packaging are independent variables and consumer buying behavior is the dependent variable. The findings of the research have revealed that there is a positive correlation between packaging cap (r = .104), rectangular packaging design (r = .062), and convenience in handling (r = .057) with consumer buying behavior in packaging design. However, there is a negative correlation between easy-to-tear pouch packaging (r = -.046) and consumer buying behavior. In packaging material, Tetrapak (r = .137) has a positive correlation with consumer buying behavior, which is significant. On the other hand, glass bottles (r = -.032) and plastic bottles (r = -.039) are negatively correlated with consumer buying behavior. In packaging color brand recognition through color (r = .020), association of green color with packaged milk (r = .019), association of blue color with packaged milk (r = .011) and association of red color with packaged milk (r = .062) are positively correlated with consumer buying behavior. Packaging size of 1.5 liters (r = .044), packaging size of 1 liters (r = .100) packaging size of 500 ml (r = .006) and availability of packaged milk in all sizes (r = .026) are positively correlated with consumer buying behavior. However, packaging size of 250 ml (r = -.044) is negatively correlated with consumer buying behavior. In packaging graphics font style (r = .263) and good packaging graphics (r = .219) shows a positive correlation with consumer buying behavior, which is significant