IMPACT OF PACKAGING ON CONSUMER BUYING INTENTION: A CASE ON PAPER BOAT

The main theme of the study is to investigate and testify how product packaging in businesses helps in influencing the consumer perception and buying intention as a whole. It is also to keep a track of all the possibilities which go in favour of businesses which in the end determines their success of product packaging.Packaging means keeping in mind the important factors to help in determining how well the product would be experienced by people in the primary level and in the secondary objective to ensure the safety and shelf life of the goods (increasing longevity of the product). Though often ignored for not being a major P in marketing, ignoring it leads to bad image of product people associate it with the product. Under the motto of first impression lasts long Packaging has its own subset of Ps.The product showcased here is Paperboat whose ideal packaging technique and unique product positioning brought about immense success in the market and still intrigues the consumer till date.The target population is people residing in different parts of Odisha, India who have used Paperboat at least once in a lifetime.