Importance of Demographic Factors on Consumer Perception Towards Packaging; A Study in Indian Context

Packaging in the past was used with the aim of protecting the product from potential damages. When marketing concept started gaining significance its aim changed from just being a protection for the product. In order to promote and inform to the consumers about the product organizations used packaging. Organizations use label, design, color etc. of the package to do so. The face of packaging changed, rather than just being a protection for the product it became a strong marketing tool. This study aims to understand difference in consumer perception towards packaging in two different demographic factors. The main aim of the study was to find whether there is any significant difference in the perception of consumers towards packaging on the basis of demographic factors. The demographic factors selected for the study are education and occupation. By using a structure questionnaire for data collection and using ANOVA for data analysis the study finds that the demographic factors of the consumers is also determining factor of consumers’ perception towards packaging.