Role of Packaging in Dairy Products: Consumer Buying Behaviour in Anand and Vadodara, Gujarat, India

Packaging provides protection, convenience and product information and may influence consumers' decisions when purchasing dairy products. This study examined the role of packaging design, functionality, labelling, perceived quality and sustainability in the buying behaviour of consumers in Anand and Vadodara. Primary data were obtained from 300 respondents, comprising 150 consumers from each city, through a structured questionnaire using the reported random sampling method. The responses were analysed using frequency distributions and percentages. Product quality was identified as the principal purchase factor by 64% of respondents, followed by brand (33%), whereas 2% selected packaging as their principal factor. Nevertheless, 66% agreed or strongly agreed that packaging influenced their final purchase decision, and 62% reported noticing packaging before purchase. Respondents recognised packaging's contribution to safety and hygiene (73%), freshness (67%) and convenience (77%). Clear labelling was associated with greater consumer trust for 65%, while 55% expressed a preference for eco-friendly packaging. Price remained relevant to sustainable packaging choices, with 39% indicating that their preference depended on price. Leakage (35%) and difficulty in opening packages (31%) were the most frequently reported packaging-related problems. The findings suggest that packaging contributes to purchasing decisions and post-purchase experiences, although product quality and brand remain the leading primary purchase considerations among the surveyed consumers.