Effects of Product Packaging on Consumer Perception and Intention to Purchase

Ganesh Radhakrishnan

Abstract

The purpose of this study is to assess how packaging affects customer behavior, namely perception and intention to purchase, and to see how these aspects influence consumer purchasing decisions. This study aims to identify the characteristics that contribute to successful packaging. The target audience of this study is different from Places in PCMC area. To obtain answers, 120 quantitative questions were distributed, and correlation analysis and regression of research results were performed using SPSS software. The study concludes that change is necessary and advantageous for all kinds of businesses. Through the use of these analytical techniques, the study aims to identify complex patterns and correlations that could be present in the data, offering a more profound comprehension of the connections among perception, buy intent, and packaging. The study's main finding emphasizes that, for firms operating in a variety of industries, change is both inevitable and beneficial. The results highlight how crucial it is to modify and advance packaging techniques in order to conform to the ever-changing tastes of consumers, setting up companies for long-term success in a changing market. As a result, this study adds to the body of knowledge on consumer behavior in academia and has application for companies trying to survive in a cutthroat and dynamic marketplace.