Impact of Packaging Design of Various Indian Traditional Snack Brands on Consumer Purchase Decisions

Abstract

The impact of packaging design elements on consumer purchase decisions in the traditional Indian snack market in Bangalore, emphasizes the role of visual appeal, impulsive buying, cultural resonance, and sustainability. Data were collected from 130 respondents using structured questionnaires and analyzed through statistical tools, including ANOVA, t-tests, correlation, and multiple regression. The findings reveal that visual appeal and impulsive buying are the most influential factors, collectively explaining over 59% of purchase decision variations. Cultural resonance and sustainability also play significant roles, with older consumers demonstrating higher sensitivity to these elements compared to younger counterparts. These insights highlight the strategic importance of aesthetically pleasing, culturally relevant, and sustainable packaging designs in influencing consumer behaviour and driving brand loyalty, offering valuable implications for traditional snack brands seeking competitive differentiation in a crowded market.