Vol. 7, Issue 1, Part B (2025)

Purpose: The aim of this research is toidentify key variables contributing to a brand's success.
Design/Methodology: A structured questionnaire was used to gather data from a sample of 118 consumers from Uttar Pradesh, India aged 18 to 30 by using the simple random sampling. For testing the research hypotheses, correlation was employed using SPSS.
Findings: The research study revealed that packaging is the most essential aspect. The study concludes that consumers prefer packaging characteristics such as color, packaging material, design of wrapper, and innovation when making purchasing decisions. Packaging has a significant role in influencing customer purchasing decisions. 
Research Limitations/Implications: The study assumes immense significance because it presents the insights regarding the behaviour of Uttar Pradesh consumers and would be informative for consumer behaviour researchers, retailers and marketers. The study neglects demographic and socio-psychological factors which are the major factor that affects consumer’s purchase behavior. 
Originality/Value: This research adds to the understanding of association between product packaging and impulse purchase. In this regard, the study's findings of the study wouldmake a contribution to scant empirical works of impulse buying behaviour which help marketers to improve their business strategy.