The impact of packaging on the quality perception of consumers of Dairy Products in the dairy industry of Pakistan

Abstract

With more research being conducted to understand how consumers’ perceptual process works when selecting a product among different brands, today companies have become more aware and use different cues to impact that perceptual process. This research was conducted to study one of those factors, namely packaging, and its relationship with quality perception of consumers. Through qualitative data collection techniques a more in-depth analysis was made possible, it was found that consumers felt packaging did make a positive impression. The aspects found to be Important to consumers were the design, information, Illustrations, protection, and preservation. Companies that understand the importance of these aspects will be successful in gaining competitive advantage over others.