The Influence of Packaging Attributes on Consumer Buying Behaviour: A Case Study of Milk Packages

This study focused on the influence of packaging attributes on consumer buying behaviour, a case study of milk packages. The study was conducted in Lusaka, Zambia and was guided by the following objectives; to establish the existing packaging attributes of milk products on the market, to examine the effect of each packaging attribute of milk on consumer buying behaviour and to identify which packaging attributes of milk packages are more influential on consumer buying behaviour. The study revealed that packaging attributes; packaging colour, background image, packaging material, font style, design wrapper and printed information positively influence consumer buying decision. The study recommends that packaging companies use three-layer film composite for packaging and should also ensure that packaging attributes are taken into consideration during product development phrases since they influence customers buying behaviour.