To Study the Influence of Product Packaging Elements on Consumer Buying Behaviour of Non-Carbonated Fruit Juices with Respect to Navi Mumbai Region

Abstract

This study investigates the substantial influence of packaging on consumer buying behaviour of non-carbonated fruit juices and its role in driving brand success. It explores the major factors contributing to brand success and develops  the interrelationship between dependent and independent variables. Utilizing primary research methods, data were collected from 96 respondents from the Navi Mumbai region via a structured questionnaire, and the model's reliability was assessed. Statistical analysis employed the use of PSPP software. The results highlight the  importance of packaging as a critical determinant in consumer decision-making. Aspects such as packaging material, image on the package, and ease of packaging emerged as major influencers. The study concludes that packaging holds considerable influence over consumers' buying decisions, understanding its crucial role for marketers.