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Milk Packaging Case Study

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Impact of Packaging on Consumer Buying Behavior: A Case Study of Milk Packaging (Olper’s)

CHAPTER NO.1 INTRODUCTION

1.1 Background:
(Underwood et al, 2001) define that packaging consider as a view point through which consumer unintentionally consider the aspect of products such as appearance, taste and smell. Packaging can protect the product from the sort of damages brand information, quality and the way to use the product is called packaging. Packaging is most important in the market. Marketers can consider packaging as fifth ‘p’ of marketing mix (Kotler, 2008).
In the past the primary motive of packaging …show more content…

Principle of Marketing, 11th Ed, India, Prentice-Hall, Inc.
18) Kotler, p. Armstrong, G. (2008), "Principles of marketing, New Jersey: Prentice Hall.
Kotler, P & Armstrong, G (2010), Principles of Marketing, 13th edition, New Jersey: Pearson Prentice Hall.

19) Lee, S.G. Lye, S.W (2003). Design for manual packaging International Journal Physical Distribution & Logistics Management, 33.

20) P.H.K.Prathiraja and A.Ariyawardana (2003), impact of nutritional labeling on consumer buying behavior, Sri Lankan Journal of agricultural economics. Vol. 5, No. 1, 2003.

21) Quazi, M.A. (2008). Managerial Views of Consumerism: A two country Comparison. European Journal of marketing, 36,(1/2) 36-50.

22) Rita Kuvykaite1, Aistė Dovaliene2, Laura Navickiene3 (2009), Impact of package elements on the consumer purchase decision economics & management.

23) Rocchi, B., Stefani, G. (2005). Consumers’ perception of wine packaging: a case study. International Journal of Wine Marketing, 18, 1 : 33-44

24) Silayoi.P, Speece, M. (2004),” Packaging and purchase decisions”, British Food Journal, Vol. 106, No.8, pp.607-628

25) Silayoi, P. and Speece, M. (2007), “The importance Of Packaging attributes: a conjoint analysis approach”, European Journal of Marketing,

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