Impact of Verbal Elements of Packaging of Packaged Milk on Consumer Buying Behaviour
Muhammad Amir Adam, Kamran Ali

Abstract
This research paper examines the impact of packaging elements on consumer buying behaviour. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. In order to know the impact of packaging on consumers the study was carried out to find the relationship between verbal elements of packaging and consumer buying behaviour. Verbal elements included nutritional information, product information and country-of-origin. In this study verbal elements of packaging are independent variables and consumer buying behaviour is the dependent variable. The findings of the research have revealed thatvarieties of milk (r = -.070) has a negative correlation with consumer buying behavior in product information, however, expiry date mentioned on the product (r = .033) and manufacturer’s name (r = .061) are positively correlated. Nutritional information (r = .655) is highly and positively correlated with consumer buying behavior, which is significant. Country of origin (r = .619), is also highly and positively correlated with consumer buying behavior, which is significant.

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