A Study on Consumer Buying Behaviour towards Product Packaging With Special Reference to Coimbatore City

Abstract

Designing and creating the container or wrapper that holds, safeguards, identifies, and promotes a product is known as packaging. The study's primary goals are to identify the critical variables that affect consumer purchasing decisions, to assess consumer happiness, and to identify issues that consumers encounter when making product purchases. Utilizing simple random sampling techniques, the study was carried out in Coimbatore. 100 respondents total were used as the sample size for the investigation. Chi-square, Karl Pearson's Coefficient of Correlation, and Rank Correlation are the tools employed in the study. According to the study's findings, the majority of respondents are impacted by the packing material, wrapping, color, quality, and design while making any purchasing decision.