The Impact Of Packaging On Consumer Buying Behavior In Mongolia

In today's world,packaging of products has become an important part of marketing mix and can significantly influence the consumers' choice in a decision making process.It can be a package that gives to a product its uniqueness and differentiates it from the other products.As many authors believe,a good package sets up expectation for a great product.This means,sometimes a product can be considered of a higher quality and more luxurious than it actually is only because it's packaging.Usually,introducing the poor packaging can cause the product failure in the market because product packaging can consequently affect the consumer's opinion,expectation and final choice.Consumer behavior is the study of purchasing units and exchange processes included in the purchase,use,and disposal of goods,services and ideas.The authors understand consumer behavior as activities in which people engage in actual or potential use of the various products of market including goods,services,ideas,and the environment of stores.Consumer behavior as "physical,emotional and mental activities which people are engaged with when choosing,purchasing,using and disposing goods and services to satisfy their needs and desires" author in defines consumer as a decision unit who attempts to collect and process information consciously or unconsciously at present situation and who works for his satisfaction and improvement of his lifestyle.The decision making steps in consumer buying behavior shows that packaging should not only gain consumer attention or persuade a consumer to buy a product,rather it should get some positive evaluations after purchase and should function well in terms of its convenience and carrying so that consumers would be willing to make repeated purchases.It was also suggested in the studies by authors in that packaging should be designed for consumer convenience,ease-of-use and ease of carrying the product.The definitions of 'packaging' vary and range from being simple and functionally focused to more extensive,holistic interpretations.Packaging can be defined quite simply as an extrinsic element of the product an attribute that is related to the product but does not form part of the physical product itself."Packaging is the container for a product encompassing the physical appearance of the eontainer and including the design,color,shape,labeling and materials used".The basic belief of marketing-oriented company is that the customer is the hub around which the business revolves.Therefore,understanding what makes people in general buy and what makes your customer in particular buy is a vital part of business success.Market itself means customer,around whom all marketing strategies are formulated and implemented.In order to meet competition at the market place,the marketing managers are using various methods to add value to the final product which will reach the hands of the consumers.It means in ever changing marketing enviromnent,there is a growing concern or awareness among marketers to go for a careful study of the consumer behavior around which all marketing activities are made.Innovative packaging may actually add value to the product if it meets a consumer need such as portion control,recyclability,tamper-proofing,child-proofing,easy-open,easy-store,easy-carry,and non-breakability.This thesis is focused on exploring and analyzing the main attributes connected with products packaging color that influence the consumer's choice when deciding about a purchase of a product.It brings the answers to the several questions.How are consumers influenced by products packaging color when making a decision about which product to buy?What are the main factors regarding the packaging color that can positively or negatively influence the decision about which product to buy?How should the producers choose packaging color to have a success on a market?This research has been focused on the impact of packaging on consumer buying behavior.Package attracts consumer's attention to particular brand,enhances its image,and influences consumer's perceptions about product.Also package imparts unique value to products.Through an extensive literature review on initial model is proposed which encompass that how packaging elements mediates the relationship with packaging color,background,packaging material,font style,printed information,wrapper design and innovation in packaging.The literature review has provided the basic theoretical evidence with regard to the link between packaging and buying behavior.Questionnaire was developed for data collection purpose on seven variables(packaging color,background,packaging material,font style,printed information,wrapper design and innovation).Descriptive analysis used to describe the data by using descriptive summary.Inferential analysis used to describe the relation between variables by checking the acceptance or rejection of hypothesis and to see the nature of relationship between variables.Descriptive analysis and the correlations and regression have been used for analysis purpose.The buying behavior has been used as dependent variable.The buying behavior is positively related to packaging color,background,packaging material,font style,printed information,wrapper design and innovation.The present study used the convenience sampling technique and 150 respondents were selected from population.The output of the study is revealed that there is positive correlation between all the independent variables with dependent variable.The results analyzed through SPSS software and linear regression analysis was used to find out the impact of variables.The output of the first independent variable showed that packaging color has positive and significant impact on the Mongolian consumer purchasing behavior.The output of the second independent variable showed that packaging material has positive and significant impact on the Mongolian consumer purchasing behavior.The output of the third font style independent variable showed that packaging color has positive and significant impact on the Mongolian consumer purchasing behavior.The output of the forth independent variable showed that background image has positive and significant impact on the Mongolian consumer purchasing behavior.The output of the fifth independent variable showed that design of wrapper color has positive and significant impact on the Mongolian consumer purchasing behavior.The output of the sixth independent variable showed that innovation has positive and significant impact on the Mongolian consumer purchasing behavior.The output of the seventh independent variable showed that printed information has positive and significant impact on the Mongolian consumer purchasing behavior.