A Study on Impact of Packaging on Rural Consumer Buying Behaviour Towards FMCG Products in Bhopal (M.P)

Imran Mehraj Dar
Research Scholar in Management Studies
Barkutallah University,Bhopal,(M.P)
Imranmehraj.dar@gmail.com

ABSTRACT
In the ever increasing competition of today's global market the need for effective product promotion is crucial, and the product packaging has come to play a more important role as a brand communication vehicle. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. This paper aims to investigate the impact of packaging on Rural Consumer buying behaviour towards FMCG products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product. Packaging characteristics are being measured such as various sizes of Package, different shapes of Package, safety, shelf life, convenience of storage, convenience of use, extra use of package and package attractiveness as per its importance in selection of FMCG Products.
INTRODUCTION
In recent years the marketing environment has become increasingly complex and competitive. In order Survive in this competitive world the Companies need to be very innovative and should take