Özet:

The study aims to find out the effect of different packaging strategies on consumer buying behavior in Peshawar and how the strategies of different brands are having an impact on consumer buying behavior in Peshawar. In 150 students we distributed the questioners and they choose the random sampling method. Each questionnaire contains 14 questions for the research analysis. The questions were coded using statistical software (SPSS) regression, Correlation, and frequency distribution approaches were applied to the data. The regression results suggested that only packaging color has a positive and statistically significant connection with consumer buying behavior while other variables were having no significant association with consumer buying behavior. Also, has a value of 0.49 which indicates that the independent variables we used in the analysis induced a 49 percent shift in customer purchasing behavior or dependent variable. Besides, F-statistics has a value of 1.23 which below 0.05 and it shows that the whole model is highly significant. Likewise, the findings of individuals’ correlation indicated Pearson correlation showed that customer's behavior purchasing and packaging color has a poor and negative association. This also shows a robust association between consumers purchasing behavior and packaging content at level 0.05. Market behavior purchasing and font style has an adverse correlation. While wrapper design and user purchasing have an adverse correlation. Correlation tables also revealed that there is a poor correlation between print knowledge and purchasing behavior and a strong correlation between customer purchasing behavior and innovation. Key Words: Packaging Strategies and Consumer’s Buying Behavior, Peshawar

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