Impact of Packaging on Consumers’ Buying Behaviour:A Case Study of Mother Dairy, Kolkata

This study seeks to examine the impact and role of product packaging on the buying behaviour of consumers for the dairy of products of government owned Mother Dairy. It has been observed that packaging elements such as color, background image, wrapper design and innovative ideas, have significant impact on consumers' buying behaviour. The study also makes the conclusion that the visual appeal is more important than the qualitative aspect of packaging in the study area. In the case of Mother Dairy, the quality of materials used in packaging and the information printed on packaging of the products, do not have any significant bearings on the consumers.