From Shelf To cart: How Packaging Affects Buying Behavior

This study examines the impact of packaging elements on consumer buying behavior and explores the relationship between independent and dependent variables. The research is based on primary data collected through a questionnaire, with analysis conducted using SPSS software. A sample of 100 respondents was surveyed to test the reliability of the model. The findings indicate that packaging plays a crucial role in influencing consumer purchasing decisions. Specifically, elements such as color, packaging material, wrapper design and innovation significantly impact consumer preferences. The study concludes that packaging is one of the most powerful factors influencing consumer purchase decisions.