Affection from Packing on Impulsive Buying

Abstract

Purpose: Buyers may purchase instantly during changing social construct considering the viability of time except for priority purchases.  Emotions, desires, and the immediate visual appeal of a product as packaging can leverage these psychological triggers by utilizing captivating colors, typography, imagery, and other design elements that elicit strong emotional responses from consumers. Several theories have justified the high significance of packing influence though under changing social and technical conditions its influence on impulsive buying behaviour is not studied yet in case of super market of eastern Nepal. The research aims to test the significance of packaging design and their impact among eastern Nepal consumers' impulsive purchases of supermarket consumable goods.

Design/Methodology/Approach: A structured questionnaire was employed to collect primary information from 222 respondents using convenience sampling. The associative impact of packing on impulsive buying behaviour has been analysed using Regression analysis in SPSS followed by literature validation.

Findings/Result: Different packaging elements namely color, product information, shape of the package, packaging material and image was identified and their affection with impulsive buying behavior were tested. The findings of the study conclude color, Package Material and Image does influence impulsive buying behavior of consumer whereas Product Information and Shape does not have similar impact. It also confirms that factors such as age, gender, income, and occupation do not impact the affection between product information, shape, and impulsive buying behavior.

Originality/Value: This is the primary experimental exploration in Easter Nepal to think about and assess the Impact of packing Elements on Imprudent Purchasing Conduct.

Paper Type: Research paper