Impact of packaging on consumer buying behavior of fast-moving consumer goods in rural areas of Pakistan

In the last decade, the consumer packaged goods sector in Pakistan has proliferated. The fast-moving consumer goods sector focuses more on attractive features that create a brand image in customers' minds. In this process, marketers must constantly communicate with consumers more than before to get continuous feedback about the product. The study's primary purpose is to investigate further the effect of packaging on the purchasing behavior of rural consumers, especially those who buy toiletries products and the strategies adopted by marketers to promote the product more in rural areas. The study was designed as qualitative to explore the factors affecting packaged consumer products. The convenience sampling method was used to gather data from the marketers working in the market. Data were collected through responses to semi-structured open-ended questions. The phenomenological approach was used to analyze the data. The results show that product packaging is essential in creating brand awareness, persuading and emotionally influencing consumers. This study guides future managerial practices and business strategies in the consumer packaged goods market.