Corpus ID: 55019533

Impact of Labeling and Packaging on Consumer Buying Behavior

@article{Khan2016ImpactOL,
  title={Impact of Labeling and Packaging on Consumer Buying Behavior},
  author={S. M. Khan},
  journal={Journal of Marketing and Consumer Research},
  year={2016},
  volume={19},
  pages={13-21}
}
  • S. M. Khan
  • Published 2016
  • Engineering
  • Journal of Marketing and Consumer Research
  • The purpose of this research is to know the impact of packaging and labeling on consumer buying behavior and how such factors are behind the success of brand recognition. The research is based in Karachi (Pakistan). The packaging is the most important tool to attract the customer towards the brand. The dependent variable is consumer buying behavior. Packaging elements like color, material, design and font style, and printed information is as predictors or independent variable. Due to increasing… CONTINUE READING
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