THE EFFECTS OF PRICE AND PACKAGING ON THE CONSUMER BEHAVIOR

This study aims to analyze the influence of price and packaging on purchase intention. Price is considered to be one of the most important attributes in consumer choice. On the other hand, consumer price knowledge tends to be not so precise. Therefore, this article aims to provide new information analyzing consumer perception or the effects that price and packaging design have on consumer behavior. Packaging design has recently become one of the most popular forms of business-to-consumer communication in terms of influencing consumer purchasing decisions. With this in mind, business organizations around the world continue to emphasize the importance of consumer opinions regarding packaging design, to obtain information that will then be used to determine the approach to use. With the growing importance of packaging design, the main purpose of this article is to provide information on the influence of packaging design on consumer purchasing decisions. One of the main findings of the study is that price and design play an important role in consumer choice, and design factors are important when deciding between two or more substitute product on the market. This research paper goes beyond and describes how numbers and illustrations are the most important element of packaging design that grabs people's attention and how price helps to change or influence people's buying behavior of certain products.

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