International Journal of Social Science & Economic Research
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Title:
INFLUENCE OF PRODUCT PACKAGING ON CONSUMER PURCHASES

Authors:
Abriella Yu

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Abriella Yu
Ranney School New Jersey

MLA 8
Yu, Abriella. "INFLUENCE OF PRODUCT PACKAGING ON CONSUMER PURCHASES." Int. j. of Social Science and Economic Research, vol. 9, no. 1, Jan. 2024, pp. 201-211, doi.org/10.46609/IJSSER.2

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ABSTRACT:
The 5 P’s of marketing (product, price, promotion, place, and packaging) have already been proven to be beneficial to successfully marketing a product. In this study, we explore the relationship between the uniqueness of product packaging and its level of influence on a person buying that product. Participants were given a questionnaire in which they rated the level of uniqueness of a product without knowing the price and rated their likelihood of purchasing that product. In our findings, we saw that a product that was rated with a higher level of uniqueness encouraged consumers to purchase the product, even if the price was inflated.

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