Abstract: The objective of this research study is to determine the impact of packaging on consumer buying behaviour. The purpose of this study is to understand the essential factors of packaging which can act as a sales promotion tool and lead to prosperity of a particular brand. The primary research data has been collected through questionnaire method and for the purpose of evaluating the data graphical presentation has been used. In this study samples of 300 respondents has been collected. According to the research conducted it has been observed that packaging is key component in consumer buying behaviour. In addition to this, it has been concluded that various packaging elements like its Colours, Quality of Packaging material, Design of Wrapper, Innovation & Product information are vital factors when consumers making any buying decision. It was thus concluded that Packaging is one of the essential and influential factor for consumer buying behaviour.

Keywords: Packaging, Consumer Buying Behaviour

| DOI: 10.17148/IARJSET.2022.9248