Packaging strategies : Outlook on consumer buying behaviour for consumer-packaged goods

Mahajan, Harleen; Vidani, Jignesh; Sunil, Anitha; Saxena, Meetali

doi:10.47974/JSMS-1517

Open Access Research Article

Packaging strategies : Outlook on consumer buying behaviour for consumer-packaged goods

^*Harleen MahajanCorresponding authorharleenmahajan@ljku.edu.inL. J. Institute of Management Studies LJK UniversityAhmedabad, Gujarat, 382110, India0000-0002-6259-9229View full profile → , Jignesh Vidanijigneshvidani@ljku.edu.inL. J. Institute of Management Studies LJK UniversityAhmedabad, Gujarat, 382110, India0000-0003-0872-8760View full profile → , Anitha Sunilanithasunil@ljku.edu.inL. J. Institute of Management Studies LJK UniversityAhmedabad, Gujarat, 382110, India0000-0003-2606-4451View full profile → , Meetali Saxenameetalisaxena@ljku.edu.inL. J. Institute of Management Studies LJK UniversityAhmedabad, Gujarat, 382110, India0000-0002-6698-1978View full profile →

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pp. 1543–1552Vol. 28Issue 8November 2025DOI: 10.47974/JSMS-1517XML

Received:: 08 Apr 2025
Published Online:: 24 Nov 2025
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1517
Pages:: 1543–1552

Abstract

The business world has become quite competitive, so the marketers need to diversify their existing offerings for consumer-packaged goods because customers switch more often in case of these repetitively purchased products. This research facilitates discerning the perception of consumers, importance of packaging and spotting the power of different packaging elements on buying intentions. It further checks the impact of packaging on purchase choices through the mediating effect of price. So, in this study, the four most important elements of packaging are studied along with the moderation effect of the price in perceiving the elements of packaging of CPG on the consumer buying behavior. For this purpose, 400 respondents in the city of Ahmedabad were made to fill out the questionnaire. Structured Equation Modeling was used to test the theoretical model being developed. The study concluded that out of all the elements of packaging that were taken into study, the most significant factor that has an impact on the perception of the customers is the assistance in storage and product consumption. This further leads to the intent of buying by customers for consumer-packaged products. The change in price will moderate differently in perceiving the elements of packaging of CPG for the different customers. The moderation tests were conducted to examine whether the moderating groups (e.g., different subgroups based on price) vary at the path level. This revealed that the measurement model was not consistent and equivalent across different groups. The results of this study can assist CPG firms in marketing and regaining market share by offering goods with highly brand-specific packaging.

Keywords

Packaging elements Consumer perception Consumer packaged goods

Subject Classifications

D12M00M310

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