Impact of Packaging on Consumers’ Buying Behaviour:A Case Study of Mother Dairy, Kolkata

Packaging communicates brand personality through many elements, including a combination of brand logo, colours, fonts, package materials, pictorials, product descriptions, shapes. The focus of colour as a stimulus is related to its ability to aid companies who are looking for ways to improve their sales. While some colours have the ability to make goods stand out from their competitors among the clutter of the goods and promotional material at the point of purchase, other colours do not have this effect. The present study is based on primary data collected through the structured questionnaire from the respondents of Howrah, Hooghly and Burdwan of the state of West Bengal. The main theoretical framework of this study focuses on the finding of relationship between consumer's decision about buying the dairy products and different elements of packaging such as packaging colour, background image.