Published Paper Details:

Packaging of products is an eminent feature of marketing communication, especially in this fast-paced and dynamic day and age. Packaging cues create interest in the minds of consumers, which ultimately may result in a purchase decision. Consumers� perceived quality of a product is important in determining the brand�s longevity. Positive perceived quality and packaging cues of products are important antecedents to the purchase decision of an aware consumer. The aim of this article is to study the importance of quality perception and packaging cues in the purchase intention of consumers. This research paper examines the consumers� purchase intention with regard to the products of �JOOT Foods� which are natural, have no added preservatives and do not contain artificial substances. A quantitative research was conducted by distributing one hundred and fifty sets of questionnaires to consumers in Chennai through Google Forms. Results show that packaging cues and quality perception have a direct and positive relationship with the purchase intention of consumers. This research with its analysis can be beneficial to JOOT Foods by aiding them in maintaining and enhancing their existing product packaging and quality to further stimulate consumers� interest and create a niche for the products in the market.