Effect of product packages on consumer purchasing decisions: Example of Torku biscuit and chocolate products

Nowadays, the importance of packaging is increasing in the food sector, where competition is intense. In the ever-increasing variety of products, consumers are selective in their purchasing decisions after examining almost all of the features of the products. With the increase in the educational level of the consumers, the healthy and hygienic conditions of the products to be purchased affect the preferences of the consumers. For this reason, the role of the packaging is high in the consumers choice of food products. Generally, foodstuffs are presented to the consumers on the shelves of the supermarkets. Companies design their products in a way to attract consumers' attention to the packaging of the product and they see that packaging is a salesperson of products. This study consists of three parts. In the first part, consumer, consumer behavior and factors affecting consumer behavior and purchasing decision process are discussed. In the second part, packaging, importance of packaging, functions of packaging and types of packaging are emphasized. In the third and last part, the aim and importance of the study, its scope and limitations, the research model, data collection method and tool, the analysis of information and finally the hypotheses are included. The findings were evaluated and interpreted and then created result part.