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Impact of Verbal Elements of Packaging of Packaged Milk on Consumer Buying Behavior
| Content Provider | Semantic Scholar |
|---|---|
| Author | Adam, Muhammad Amir Ali, Kamran |
| Copyright Year | 2014 |
| Abstract | This research paper examines the impact of packaging elements on consumer buying behavior. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. In order to know the impact of packaging on consumers the study was carried out to find the relationship between verbal elements of packaging and consumer buying behavior. Verbal elements included nutritional information, product information and country-of-origin. In this study verbal elements of packaging are independent variables and consumer buying behavior is the dependent variable. The findings of the research have revealed that varieties of milk (r=-.070) has a negative correlation with consumer buying behavior in product information, however, expiry date mentioned on the product (r=.033) and manufacturer’s name (r=.061) are positively correlated. Nutritional information (r=.655) is highly and positively correlated with consumer buying behavior, which is significant. Country of origin (r=.619), is also highly and positively correlated with consumer buying behavior, which is significant. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://ijbssnet.com/journals/Vol_5_No_5_1_April_2014/11.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
