Packaging Attributes And Consumer Buying Behavior Of Packaged Foods In Kenya

ABSTRACT Understanding consumer buying behaviour and their preference to product attributes has become a key success factor in today’s business environment which is highly competitive and rapidly changing. Consumer are now more discerning and individualistic requiring marketers to gain insights in the buying behaviour of consumers and the attitude they have on product innovation before they make the purchasing decision including the innovation used in elements such as packaging. The general objective of thisstudywasto determine the effect of packaging attributes on consumer’s buying behaviour…