EFFECTS OF LABELLING IN CONSUMER BEHAVIOUR OF BUYING FOOD PRODUCTS IN Tiruvarur District

Abstract

Packaging plays an important role in promotional campaigns. At the point of purchase, Packaging plays a heart of the role in the journey of purchasing, labelling is a part of the packaging. Research was focused on understanding the influence of label elements on consumer buying behaviour such as font sizes, nutritional claim & health message, label design, price of the product and expiry date, ingredients and how to cook. The intention of the study is to analyze how the labelling elements influence the consumer buying behaviour. Data were collected from 384 respondent of Tiruvarur district by using a structured questionnaire. The findings and conclusions of this study indicate that there is significant difference between age of the respondents and effects of labelling on consumer behaviour of buying food products. This study aimed to find out how labelling variables control the dependent variable (Consumer buying behaviour).