Packaging is the container for a product, encompassing the physical appearance of the container and including the design, colour, shape, labelling and materials used”. Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of-purchase decisions which characterize the majority of shopping occasions. The purpose of this study is to determine the elements which define packaging of food and beverage products along with their interrelationships amongst themselves. It also analyzes the relationship between demographics and select elements of Food and Beverage packaging. It is a descriptive research conducted by distributing a structured questionnaire designed on a five point likert scale. Data is collected using convenience sampling and analysed with the help of SPSS 20.0. It was observed that packaging as a combination of all the elements did not show any significant relationship with the demographic factors. Informational element was found to be most effective and important in case of packaging of food and beverages, this implied that consumers perception is influenced the most by the manufactured and expiry dates as well information printed on the label. While looking at interrelationships between four elements, it showed moderate levels of association amongst each other. This research can be an effective input to many companies to reconsider their packaging approach and better understand their consumer behaviour in relation to their packaging efforts.
Packaging, consumer behaviour, brand, functional, informational, visual elements
