MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Packaging Design, Information, and Sustainability: Factors Influencing Young Consumers’ Purchase Decisions

  1. Devadharshini I
  2. Guru Charan G
  3. Mohan Raman S
  4. Chevuru Sireesha

Abstract

Packaging plays a crucial role in influencing consumer buying decisions, serving as both a marketing tool and a factor that enhance brand perception. This study examines the impact of various packaging elements – such as product information, color, design, material, and innovation – on consumer preferences, particularly among college students. The findings indicate that product information (75%), packaging quality (73%), and design (51%) are significant determinants in the purchase decision-making process. Additionally, while 88% of respondents recognized packaging as an important source of information, only 41.3% were willing to pay extra for premium packaging. The study also highlights the role of packaging as a form of advertisement, influencing impulse purchases and brand loyalty. However, challenges, such as environmental concerns and cost sensitivity, must be addressed. Based on these insights, businesses are encouraged to balance aesthetic appeal, functionality, and sustainability in packaging design to enhance consumer engagement and competitiveness in the market. The study also highlights how packaging serves as a silent salesman and an advertising tool, frequently encouraging impulsive purchases and building enduring brand loyalty. However, issues including growing customer awareness of sustainability, environmental concerns, and price sensitivity force firms to use more creative and responsible packaging techniques. Based on these findings, the study advises companies to carefully balance cost-effectiveness, environmental sustainability, functional efficacy, and aesthetic appeal in packaging design to boost consumer engagement and keep a competitive edge in the market.
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