“IMPACT OF FOOD PACKAGING ON CONSUMERS’ BUYING BEHAVIOR-A STUDY IN MYSORE CITY”

Nowadays competitive environment the role of package has changed due to increasing self-service and changing consumers’ lifestyle (Mitul Deliya& Bhavesh J. Parmar, 2012). Firms’ interest in package as a tool of sales promotion is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. According to Rundh (2005) package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase decision.