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Paper Title
A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)
Authors
Hemant Kumar , Dr. Anjani Kumar
Keywords
FMCG Packaging, Consumer Buying Behaviour, Urban-Rural Marketing Dynamics, Visual Packaging Cues, Sustainable Packaging, Demographic Moderators, Packaging Design Strategy and Behavioural Economics in FMCG
Abstract
In today's hyper-competitive FMCG landscape, packaging is no longer just a protective layer, it functions as a critical touchpoint between brands and consumers, shaping perceptions and influencing purchase intent. This study examines how packaging elements such as colour, design, shape, material and sustainability cues affect consumer buying behaviour, with special attention to urban and rural dynamics in Prayagraj and Varanasi districts of Uttar Pradesh. Drawing on both theoretical and empirical insights, the research involved a structured survey of 73 respondents (39 from Prayagraj and 34 from Varanasi), analysed using descriptive statistics, ANOVA and regression analysis through SPSS. The results reveal that rural consumers gravitate towards packaging with strong visual identifiers like logos and colour, while urban consumers show heightened preference for sustainability indicators and detailed labelling. These findings are consistent with prior studies highlighting packaging as a silent but persuasive marketing tool (Sathyanarayana & Suresh, 2017) and a key differentiator in green consumerism (Kulkarni et al., 2023). By contextualizing consumer responses to packaging within demographic realities, this study contributes to a nuanced understanding of how FMCG firms can align design strategies with consumer expectations across diverse markets.
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IJCRT — journal style
"A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)", IJCRT - International Journal of Creative Research Thoughts (www.ijcrt.org), ISSN:2320-2882, Vol.14, Issue 1, page no.a732-a738, January 2026, Available :https://ijcrt.org/papers/IJCRT2601091.pdf
APA — 7th edition
Kumar, H., & Kumar, A. (2026). A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh). International Journal of Creative Research Thoughts, 14(1), a732-a738. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091
MLA — 9th edition
Kumar, Hemant, and Anjani Kumar. "A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)." International Journal of Creative Research Thoughts, vol. 14, no. 1, 2026, pp. a732-a738, https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091.
Chicago — 17th, bibliography
Kumar, Hemant, and Anjani Kumar. "A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)." International Journal of Creative Research Thoughts 14, no. 1 (2026): a732-a738. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091.
Harvard — author–date
Kumar, H. and Kumar, A. (2026) 'A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)', International Journal of Creative Research Thoughts, 14(1), pp. a732-a738. Available at: https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091
IEEE — numbered reference
H. Kumar and A. Kumar, "A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)," IJCRT, vol. 14, no. 1, pp. a732-a738, Jan. 2026.
Vancouver — biomedical
Kumar H, Kumar A. A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh). IJCRT. 2026 Jan;14(1):a732-a738.
AMA — 11th edition
Kumar H, Kumar A. A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh). IJCRT. 2026;14(1):a732-a738. Accessed at https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091
BibTeX — Zotero, Mendeley, LaTeX
@article{IJCRT2601091,
author = {Hemant Kumar and Anjani Kumar},
title = {A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)},
journal = {International Journal of Creative Research Thoughts},
volume = {14},
number = {1},
pages = {a732-a738},
year = {2026},
month = {January},
issn = {2320-2882},
url = {https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Kumar, Hemant
AU - Kumar, Anjani
TI - A Study on the Effect of Packaging on Consumer Buying Behaviour Towards FMCG (with special reference to Prayagraj and Varanasi district of Uttar Pradesh)
T2 - International Journal of Creative Research Thoughts
JA - IJCRT
VL - 14
IS - 1
PY - 2026
SN - 2320-2882
UR - https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091
SP - a732-a738
ER -
Issue
Volume 14 Issue 1,
January-2026
Pages : a732-a738
Article Information
- Pages
- a732-a738
- Published
- January 2026
- Registration ID
- IJCRT_299832
- Published Paper ID
- IJCRT2601091
- Research Area
- Commerce All
- Author Type
- Indian Author
- Location
- Prayagraj, Uttar Pradesh, India
- Peer Review
- Request Peer Review Report
- Licence
- CC BY 4.0 · Open Access
- ISSN & Impact Factor
- 2320-2882 · IF 9.17
- Downloads
- 273
- Permanent Link
- https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601091
- Published Paper PDF
- https://ijcrt.org/papers/IJCRT2601091.pdf
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