CONSUMER DECISION-MAKING DYNAMICS: THE IMPACT OF PACKAGING DESIGN ELEMENTS ON PURCHASE BEHAVIOR FOR ORGANIC CEREAL PRODUCTS IN DELHI NCR

Abstract

The research problem addressed in this paper is the role of packaging design factors on consumer decision-making of organic cereals products in Delhi NCR. The main aims were to compare the impacts of visual features (color, picture, text), sustainability and informational indicators (nutritional assertions, certification logos, ingredient disclosure) on purchase intent, trust, and brand loyalty and compare demographic differences. The mixed-methods design was used, which involved administering structured questionnaires to 300 participants and conducting 15 interviews that were in-depth. Descriptive statistics, reliability analysis, correlation and multiple regression, ANOVA and factor analysis were used to analyze quantitative data and thematic analysis was used to extract qualitative information. It was found that the earthly colors and nature images greatly enhanced the purchase interest (mean score 4.2/5), and customers were ready to pay the average increase in price 17% because of sustainable packaging with transparent information. Regression and ANOVA showed that education and environmental consciousness are among the independent variables that influence purchase behavior; young consumers are more inclined to purchase using multi-sensory packaging. These observations indicate that visual attraction, eco-friendliness and transparency build consumer confidence, loyalty and purchase intentions.