A Study on Influence of Packaging on Consumer Purchase Decision with Special Reference to Coimbatore City

This study examines the influence of packaging on consumer purchase decisions in Coimbatore city. In today’s competitive marketing environment, packaging plays a vital role not only in protecting products but also in attracting customers and influencing buying behaviour. Packaging acts as a communication and promotional tool that creates product differentiation and enhances brand image. The study focuses on key packaging elements such as colour, design and graphics, labeling, material quality, and eco-friendly packaging, which significantly impact consumer perception and purchasing decisions. Primary data was collected from 100 respondents through a structured questionnaire using convenience sampling method. Percentage analysis was used for data interpretation.