The effect of product packaging on impulse buying behavior in fast moving consumer goods”

Abstract

The purpose of this research paper is to study the impact of product packaging on impulsive buying behavior. The researcher’s proposed conceptual model based on literature review which was tested using a qualitative and quantitative approach.275 online questionnaires were gathered from university students who shop frequently fast-moving consumer goods. The findings showed that there is relationship between product packaging and impulsive buying behavior non probability convenience sampling technique was used in this research and data analysis was conducted using smart PLS. Finally, based on the research findings there are general recommendations for the product packaging and impulsive buying, limitations have been mentioned in order for future researches to avoid or to try to implement doing