Iqra Javed Qureshi

Academic

Career

Verbatim text

The Impact of Packaging on Purchase Intention: mediating and moderating role of brand image and brand communication 

Packaging is one of those notable strategies through which customers are fascinated more. We aimed to understand just how much of an influence the packaging of a product can have on the purchasing intention of consumers. Our study aimed to analyze the impact of packaging on consumer’s buying behavior, identify the impact of packaging on purchase intention considering the mediating effect of brand image, to examine the effect of brand communication as a moderator on the relationship of brand image and purchase intention, and examine the impact of packaging on creating a unique brand image and how it alters consumer perception leading to purchase. 
Marketeers are always on the lookout for new and innovative means to achieve this goal. But they never look to improve the existing features of their products in order to market them better. 
Quality is the hallmark of successful products and packaging plays a vital role in achieving premium quality. The sample size selected for our date collection was 500 based on the unknown population. To carry out our research study we have used quantitative research method. The data collection for our research study was based upon on primary data. For this, we have used survey questionnaire consisting of different questions created on Google Forms. Additionally, the format we used for our report is an empirical research paper and data collection was based on a survey questionnaire. Moreover, we ensure that our key findings, limitations identification, suggestions, and recommendations would help companies regarding the crucial elements of packaging that interact, engage and make the consumer perception to purchase and be loyal with brand products. 




Area of Study: 
Marketing 
Supervisor Name: 
Mr. Atif Bilal 
Group Members:   
Sardar Talha Nawaz (I18-0136) 
Iqra Javed Qureshi (I18-0051)