International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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FLEXIBLE PACKAGING PROCESS- ITS IMPACT ON CONSUMERS’ PERCEPTION & THEIR BUYING DECISIONS

    1 Author(s):  RUPAL ARORA

Vol -  5, Issue- 10 ,         Page(s) : 47 - 55  (2014 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

ABSTRACT : In the ever increasing competition of today’s global market the need for effective product promotion is crucial. In the prevailing marketing environment product packaging is playing an important role as a brand communication vehicle. Little research has been conducted within this area and hence the purpose of this research work is to provide a better understanding of how packaging plays a critical role in effecting customer’s perceptions. This research work provides answer to the question like how different positioning strategies effect consumer perception about the packaging attributes and relationship between various packaging attribute for fast moving consumer goods (FMCG) in Indian markets. Due to the fact that the area of package design is quite extensive and vast the present study is focused on examining the package design in the Indian FMCG market. This study aims to investigate the role of packaging in Indian consumer’s perception of product quality at the point of purchase

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