A STUDY ON IMPACT OF PRODUCT PACKAGING ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO COIMBATORE CITY

V Ranganathan, & Mangaiyarkkarasi
unpublished
As E-commerce is year-by-year growing its proportions in the total sales in retail, the importance of packaging is also increasing. Packaging has been defined as "an activity which is concerned with protection, economy, convenience and promotional considerations". Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging is a key part of the marketing plan for any business that makes or sells products. It also influences the consumer
more » ... es the consumer buying habit. Packaging advancements in the early 20th century increased processing efficiency and thus leads to organizations improved performance and functionality. Package design and development are often thought of as an integral part of the new product development process. This study portrays the impact of product packaging on consumer buying behavior with reference to Coimbatore city, for which the sample size has been chosen is 100.
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