Analysing consumer purchase behaviour in response to product packaging

Abstract

Consumer buying behavior is influenced by a number of factors, one of which is product packaging. Understanding the evolution of consumer behavior towards product packaging is a key criterion under consideration for the consumer-packaged goods brands. With increasing awareness of environmental issues, brands have been shifting to sustainable packaging to influence customer purchase. Now due to the Covid-19 pandemic, consumers have become increasingly concerned about safety while making buying decisions. A survey by the information services company Global Data focuses on the changing consumer preferences, with increased emphasis on safety but without compromising on sustainable packaging. We intend to use secondary data and previous literature to identify the factors/attributes that influence consumer buying behavior, and then perform a survey to understand the relative importance of product packaging for a consumer. We also intend to understand whether there has been a change in consumers’ perception towards product packaging due to the pandemic and identify how brands can modify their packaging to meet the changing customer needs