The Role of Packaging in Consumer's Perception of Product Quality

This study aims to investigate the role of packaging in Indian consumer’s perception of product quality at the point of purchase. The study contains four Independent variable: Protection of product and shopper, Promotion of products, facilitation of storage, use, and convenience of product, facilitation of use and reducing environmental injury and therefore the variable quantity is Indian consumer's perceptions of product quality at the purpose of purchase. The researcher tries to develop and test a model to attain the analysis objectives. Result data were collected from a convenience sample. Questionnaire consists of twenty six things measured on 5 purpose likert scale. The data are analyzed using several statistical techniques to test the mentioned hypotheses. Descriptive statistical measures are used to describe the study’s sample characteristics. Multiple regression analysis is used to find the effect of the independent variables on the dependent variable. It was found that all the independent variables had a significant result on Indian consumer's perception of product quality at the purpose of purchase.