Unwrapping Influence of Packaging and Labelling on Consumer Choices in Pakistan

Abstract

This study explores the compelling impact of packaging and labelling on customer purchasing behaviour in the busy marketplace of Rawalpindi and Islamabad, Pakistan, where companies compete for consumers' attention. Its goal is to ascertain how these unseen factors influence brand recognition and, in turn, propel success. According to the research, packaging is the main pull and what entices buyers to buy, much like moths to a flame. According to this, the elusive butterfly that packaging aims to capture is customer purchasing behaviour. Distinctive colours, robust materials, eye-catching patterns, eye-catching font styles, and thoughtfully written informational features are examples of packaging factors that act as independent variables, manipulating the strings of decision-making. The popularity of packaging as a silent salesperson and catalyst for impulsive purchases is growing, driven by the emergence of self-service and changing lifestyles. This study demonstrates how packaging goes beyond its primary purpose to become an important marketing tool, particularly at the point of sale. Packaging is elevated to the level of a maestro by means of its subtle orchestration of the symphony of choices made by consumers. In order to investigate this fascinating relationship between purchasing behaviour and packaging, the study collected data from 120 different people in Rawalpindi and Islamabad. The results demonstrate the indisputable influence of printed content, colour, material, design, font style, and brand engagement on customer behaviour. This study demonstrates the covert influence packaging and labelling has on the final act of purchase by subtly offering assurances of quality, value, and experience.

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