Impact of Packaging Strategy on Consumer’s Perception about the Product

Abstract

In the aspects of product strategy one most important thing is packaging. Packaging and labeling are tools to create a center of attention for buyers toward the goods and raise the sales of the companies. For accomplishment of the objective of communication efficiently, companies are investing significantly in packaging strategy. The purpose of this study is to find the most appealing factors effecting packing strategies which effect on consumer’s perception about the product. Current study performs the analysis of measurement model on the sample of 526 respondents and utilized the partial least squares (PLS) based structural equation modeling (SEM) for the measurement of hypotheses. The key findings of the current study are supportive of the important factors including shape, typography and color of packaging affecting on consumer’s perception about the product. Moreover, image on the packaging is not a significant factor for consumer’s perception about the product, suggested by the findings of current research. Managers of the brand can get guidelines from the findings of current research for the development of most effective packaging strategy.