A STUDY EVALUATING THE ROLE OF PACKAGING DESIGN IN CONSUMER PERCEPTION AND PURCHASING BEHAVIOUR OF INSTANT FOOD: DOI:https://doi.org/10.56815/IJMRR.V2.I3.2023/9-15

Poobala Rayen Laura Diana; Dr. Aman Gupta

Authors

Poobala Rayen Laura Diana Research Scholar, Research Scholar, Shri Jagdishprasad Jhabarmal Tibrewala University, Rajasthan-333001, India.
Dr. Aman Gupta Research Guide, Research Guide, Shri Jagdishprasad Jhabarmal Tibrewala University, Rajasthan-333001, India.

Keywords:

Consumer Perception, Purchasing Behaviour, One sample t-test

Abstract

The socioeconomic environments in which individuals live have a significant impact on consumer behaviour. A wide variety of requirements, opinions, attitudes, and tastes are produced by diverse environments and populations, and these differences impact the decisions people make while making purchases. A key factor in determining market success and brand loyalty is consumer perception and purchase behaviour. The aim of conducting this research is to examine the role of packaging design in consumer perception and purchasing behaviour of instant food. one sample t-test was used to analyse the data collected. The results of the analysis indicated the significant role of packaging design in consumer perception and purchasing behaviour of instant food. packaging design in consumer perception and purchasing behaviour of instant food are First impression, Visual appealing, Information source (essential information like ingredients) ¸ Brand recognition, Freshness assurance, Differentiation (Unique packaging design), Consistency (Maintaining uniformity across product lines), Eco-friendliness, Seasonal adaption, Consumer attraction, Safety assurance (Ensuring packaging materials are safe for the consumer) and Durability.