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Consumer Perceptions on Packaging of Fast Moving Consumer Goods in India

Arun Kumar, Shikha Chiktey, Deepali Singh


In the ever increasing competition of today’s global market, the need for effective product promotion is crucial. In the prevailing marketing environment, product packaging is playing an important role as a brand communication vehicle. Little research has been conducted within this area and hence the purpose of this research work is to provide a better understanding of how packaging plays a critical role in effecting customer’s perceptions. This research work provides answer to the question like how different positioning strategies effect consumer perception about the packaging attributes and relationship between various packaging attribute for fast moving consumer goods (FMCG) in Indian market. Due to the fact that the area of package design is quite extensive and vast, the present study is focused on examining the package design in the Indian FMCG market.


Product Packaging, Consumer Perceptions, Product Promotion, Positioning Strategies, Indian FMCG Market, Packaging Perceptions

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