The current study has been carried out to find out the impact of packaging on the buying behaviour of urban and rural consumers of twin cities of Pakistan which are, Rawalpindi and Islamabad. Questionnaire approach was used to get the data related to the research study. A total of 600 questionnaires were distributed; 450 were usable. The study variables were tested for their using Cronbach's alpha in SPSS. Means, the grand means and the ANOVA was used to analyse the data. The findings indicate

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... hat better the packaging of a product; better the customer is attracted to the product. There is no huge difference among the rural and urban consumers while choosing among different brands. Their buying decisions are based on the packaging of the products. The study was limited tppnly the twin cities of Pakistan. Furthermore it is suggested that the sample size should be increased to have a better understanding and to generalize the results of the research. The study will help the manufacturer of the packaging and marketing to observe and perceive opportunities while targeting rural consumers. The paper focuses the buying behavior of rural and urban consumers of Pakistan. It helps the marketing managers to devise and implement the marketing strategy by focusing on behaviors of consumers.