The effect of packaging on consumer purchase decision and a field research

The purpose of this research, which is conducted in Bolu city is to obtain that the plausible effects of packaging on consumer purchase behavior. With this purpose, the packages used for milk and milk products are discussed, and also this research is also defines the roles of packaging on behavior of purchasing milk and milk products.For this research, initially, related literature was scanned, and also some civil community organizations, which are actively working in sector like ASD (Packaging Manufacturers Association) were utilized. This research consists of four main chapters. First chapter includes marketing concepts and some information about packaging. They are mentioned that; packaging, its definition, its historical evolution and its importance in marketing; and they are emphasized that, development of packaging, its functions, its relations with the other marketing components, and also its progress in the World and in Turkey.In the second chapter, facilitative process of purchase decision, and strategies of packaging were mentioned. Moreover, consumers, consumer behavior, the notion of consumer purchase behavior were explained, and also the symbols and elements that describe the product on package were discussed. Additionally, sector of milk and milk products in Turkey was described in this chapter.Third chapter includes the application, and last chapter consist of conclusion and suggestions.In the course of application the data was obtained from the results of the research, which was conducted with a survey on randomly selected 450 people in the city of Bolu. The questionnaires were performed, consumers, who have different socio-economic characteristics, in the stores and superstores in downtown, Bolu. After the eliminations of inaccurate ones, total 401 questionnaires were applied to the research. The data was transferred to the tables and SPSS medium and factor analysis were applied to the Likert scale questions. Variance analyses were done to specify whether the changing according to the consumers? demographic characteristics or consumers? manners. Tukey tests were done for the purpose of identifying the differences that came from results in which two groups of variables. Finally, part of the conclusion and suggestions was taken place under highlight of the results.As a result of this research, there are some findings that emphasized the effects of packaging on consumer purchase decision for milk and milk products. Consumers who participated to the survey confirmed that they prefer to purchase brand marks and well packed products and their decisions effected by products? quality, price and their customs. Furthermore, it comes into view that consumer curiously read the descriptions on the package especially production-expiration dates, price and product features.Additionally, research shows that consumer give attention to the nutrition facts, quick tips, design on the package and also they would like to see the product image on the package before they purchase. The expectations of the good packaging are; convenience of the shipping, transportation, easy to store and easy to open and close and using the package after finishing the content for other purposes. Consumers prefer the products with promotions and price tags on the package however they do not want to pay extra because of the packaging. The research also determined that there is a common believe that packaging would increase the product cost nevertheless some consumers have no certain idea on this matter.Key Words: Packaging, Label