ABSTRACT

This research project represents the findings of the field research on "The EFFECT OF PACKAGING ON CONSUMER BEHAVIOR. These findings are based on the information given by various respondents in the field. Packaging is the science, art and technology of enclosing or protecting products for  distribution, storage, sale and use. It also refers to the process of design, evaluation and  production of packages. Consumer behavior thus is the study of individuals, groups or organizations and the  processes they use to select, secure, use, and dispose of products and services, to satisfy  needs, It refers to the study of when, why, how, where and what people do or do not buy  people are in business to provide benefits for customers - at a profit. They are not in  business just to make products and provide services.  In market philosophy, the meaning or objective of all businesses should be to improve the  lives of others. Emphasis has to be on improvements to the life of the customer or  consumer who will in turn reciprocate by paying cash if he or she feels that the benefit or  improvement received is worth at least the price paid.  Thus, there has to be a reason why consumers buy a product or service. In fact "there is no such thing as an accidental sale!".