IMPACT OF PRODUCT PACKAGING OF READY TO EAT FOOD PRODUCTS ON CONSUMER BUYING BEHAVIOR IN JAMMU
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Date
2018-11
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Sher-e-Kashmir University of Agricultural Science and Technology of Jammu, Jammu
Abstract
The present study investigation entitled “Impact of product packaging of ready to eat food products on consumer buying behavior in Jammu” was carried out on the basis of primary as well as secondary data.150 respondents from Jammu city were selected for the study. The present research study used convenience sampling and was descriptive in nature. The research tools used in the study were pie chart, bar graph, percentage analysis, cross tabulation, garret ranking, factor analysis, correlation & regression technique. The purpose of the present study was an attempt to study the impact of packaging on consumer buying behavior for ready to eat food products in Jammu city. The results of the study revealed that 45 per cent of the respondents feel packaging of ready to eat food items to be important, 43.0 per cent feel valuable, and 53per cent needful respectively. The study also found that packaging material, picture of the product, design, label, shape, type of packaging, information and brand appeared to be essential elements for the packaging of ready to eat food products. The study also depicts that red color is found to be most influencing factor (71 per cent) of packaging in terms of consumer behavior is concerned. The study also reveled that all the elements of packaging of ready to eat food products were found statically significant at 10 per cent level of significance. The study also illustrates that with 1 per cent change in the design, information, label, brand & picture will bring 12.7 per cent, 14.5 per cent, 18.6 per cent, 14.5 per cent & 43.7 per cent respective change in the consumer buying behavior for ready to eat food products. It can be inferred that all the elements of packaging are statistically significant at 10 per cent level of significance. With exception to shape and type of packaging element, it can be overlooked from the table 5.26 that, if there is 1 unit of change in packaging material (PM), The consumer buying behavior will change by 0.136 units or in other terms 1 per cent of change in packaging material (PM) will bring 13.6 per cent of change in consumer buying behavior (CBB) of packed food items in Jammu urban. In consonance with this 1 per cent change in design, information, label, brand, and picture will bring 12.7 per cent, 14.5 per cent, 18.6 per cent, 14.5 per cent, and 43.7 per cent respective change in the consumer buying behavior for packed food items
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