Analysing Impact of Packaging Design on Impulsive Buying using Regression Model

Packaging has an important role in marketing communication and it has a significant influence on consumer buying decision. Manufactures and marketers have set the packaging as a part of their marketing strategy. Generally unplanned buying denotes impulse purchase decision which is crucial aspect of buying behavior especially when discussing about FMCG sector. Every manufacturer and marketer puts all its efforts to attract buyer's attention and converts it into sale whereas the buyer never intended to buy that particular product. This study aims to investigate the impact of packaging design on impulsive buying of Cadbury Chocolates at Vishal Mega Mart, Nainital Road Haldwani, Uttarakhand. Total 239 samples have been collected and data analysed using factor analysis and regression model. The result of the research shows that the packaging design affects impulsive buying. Two factors i.e. brand name and colour significantly influence the impulsive buying of Cadbury chocolate by the customers.