Impact of Packaging and Labeling on Consumer Buying Behaviour

• Author(s): Azhaan Khan
• Paper ID: 1709055
• Page: 279-283
• Published Date: 09-06-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 8 Issue 12 June-2025

Abstract

In today’s competitive market, packaging and labelling have transcended their traditional roles of protection and information to become powerful marketing tools that significantly influence consumer purchase decisions. With shelves filled with similar products, packaging is often the first and sometimes only impression a consumer will have of a brand. This research investigates how elements such as packaging design, colour, material, brand name visibility, and label content affect consumer perception and buying behaviour. A combination of literature review and empirical analysis highlights the psychological and emotional triggers activated by visual and textual packaging cues. The study emphasises the importance of strategic packaging and labelling in shaping brand identity and consumer loyalty, especially within the fast-moving consumer goods (FMCG) sector. Moreover, it examines how eco-conscious packaging and clear, transparent labelling affect brand trust and consumer satisfaction. This paper concludes with recommendations for marketers and brand strategists on how to better utilise packaging and labelling to influence consumer choices and enhance competitive advantage.

Citations

IRE Journals:
Azhaan Khan "Impact of Packaging and Labeling on Consumer Buying Behaviour" Iconic Research And Engineering Journals Volume 8 Issue 12 2025 Page 279-283

IEEE:
Azhaan Khan "Impact of Packaging and Labeling on Consumer Buying Behaviour" Iconic Research And Engineering Journals, 8(12)