A study on effects of packaging characteristics on consumerʹʹs purchasing confidence

Packaging plays an important role on marketing products and services in many competitive environments. A good packaging can increase saleʹs of products, reduces the level of inventory, which yields to higher profitability. In this paper, we study the relationship between a good packaging program and customerʹs confidence as well as customerʹs attraction on purchasing goods and services. The paper uses a questionnaire based on Likert scale and distributes among the target population of this survey and the information of packaging are divided into two groups of visibility and informative. The results indicate that a good label with detailed and precise information on product could significantly impact customerʹs confidence while other visible information do not have much impact on customerʹs confidence.