The study on the impact of marketing mix with special reference to packaging on the consumer buying behaviour of beverages noncarbonated fruit juices in selected cities of maharashtra viz Mumbai navi Mumbai and pune

Abstract

newline The research examined how packaging influenced consumer choices in the non-carbonated fruit juice market, focusing on Mumbai, Navi Mumbai, and Pune. Packaging, often considered merely a protective layer, played a much larger role in shaping purchasing decisions. Elements such as colour, design, and labelling significantly affected how consumers perceived the product. In a market increasingly driven by health-conscious choices, the study revealed that packaging not only protected the product but also communicated brand identity and influenced consumer loyalty. By analyzing factors such as price, promotion, and product placement, the research provided insights into how packaging strategies could be refined to better meet consumer preferences. The findings underscored the importance of thoughtful, visually appealing packaging in maintaining competitiveness and fostering customer loyalty.