摘要：This study aims to investigate the impact of packaging characteristics onconsumer’s brand preference in perspective to edible oils. Packagingcharacteristics are being measured such as various sizes of Package, differentshapes of Package, safety, shelf life, convenience of storage, convenience ofuse, extra use of package and package attractiveness as per its importance inselection of edible oil brands. This study included Local and Internationalbrands of edible oils i.e. Dalda, Habib, Seasons Canola, Soya Supreme,Sunflower, Eva, Sufi, Meezan and other brands. This research paper alsoseeks to investigate the importance of packaging characteristics for edible oilby managing an understanding on how consumers measure on the mentionedvariables. Identifying how the packaging characteristics of edible oil influencethe purchase decisions of consumers. The total number of respondents were117, and all were females who completed the questionnaire. Optimal Scaling(CATREG) was used to explain the impact of packaging characteristics onconsumer brand preferences. This study identified that packagingcharacteristics are significant variable for consumer brand preference inedible oils because the significance of F value is less than 0.05 in all eightPropositions. Finally, conclusion was drawn that packaging characteristicshas a association with consumer brand preference in edible oils.
