A Study on the Effects of Visual and Informational Dimensions of Packaging on the Purchasing Decision

Consumer intention to purchase depends on the degree to which consumers expect that the product can satisfy their expectations about its use, but it differs for fast moving consumer goods(FMCGs). this research follows influence of different packaging elements by considering the effect of time pressure and levels of consumer’s involvement on purchase intention. This is a descriptive and survey research and collection of data has been done by standard questionnaire. Data analysis was done by statistical tests named Sign test, Friedman ranking test,Mann-whitney test,Kruscal-wallis test and Two way Analysis of variance test. The results indicate the influence of different visual and informational elements on consumer purchase intention. the ranking of factors in different situation shows the priority of informational elements in normal situation and priority of visual elements under the time pressure. Also The influence of informational package elements on choice is stronger when consumers have high levels of involvement with the product, and The influence of visual package elements on choice is stronger when consumers have low levels of involvement with the product.