INFLUENCE OF PRODUCT PACKAGING ON IMPULSE BUYING BEHAVIOUR OF WOMEN SHOPPERS IN KERALA
DOI:
https://doi.org/10.53555/4eyxn208Keywords:
Product Packaging, Impulse Buying Behaviour, Women Shoppers, Visual Appeal, Consumer PsychologyAbstract
In today’s retail world, product packaging is not just for protection; it also plays a key role in marketing and influences shoppers' purchase decisions. This study examines how various aspects of packaging, such as colour, design, shape, material, and labels, affect impulse buying among women in Kerala. The researcher has gathered data from 400 women shoppers at various organised retail outlets, specifically hypermarkets, using a structured questionnaire. Researchers used SPSS to explore the link between packaging features and impulse buying behaviour, using descriptive analysis, ANOVA, and regression. The results show a strong positive connection between product packaging and impulsive buying behaviour among women shoppers of organised retail shops in Kerala. Among packaging aspects, colour and design had the most tremendous impact, while labelling had a moderate effect. The study concludes that visually appealing packaging triggers emotional responses and encourages spontaneous purchases, underscoring the importance of incorporating psychological design elements into packaging strategies.
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