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Impact of Packaging Attributes in the Classification of Urban and Rural Bottom of the Pyramid Consumers

Abstract

Purchase is one of the most important aspects of consumer behavioral study. To make purchase successful, numerous studies have already provided evidence regarding the importance of packaging. Careful selection of packaging elements has shown successfully influencing the mind of consumers for a long period. Among various categories of consumers, Bottom of the Pyramid (BoP) consumers have established themselves as value-conscious consumers. This study is designed to find the impact of visual and information elements of packaging in the purchase of food products, which BoP consumers need on a daily basis. The Random forest classifier has been implemented for the classification of two BoP consumers (i.e urban, rural) with classification accuracy of 83.49%. A high level of accuracy proves the significance of this empirical study. This study focuses on providing suggestions for marketers regarding packaging design-related elements when targeting urban and rural BoP consumers.

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Correspondence to Debashis Das Chakladar.

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Panda, D., Chakladar, D.D. & Dasgupta, T. Impact of Packaging Attributes in the Classification of Urban and Rural Bottom of the Pyramid Consumers. J Package Technol Res 6, 23–32 (2022). https://doi.org/10.1007/s41783-021-00126-z

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  • DOI: https://doi.org/10.1007/s41783-021-00126-z

Keywords

  • Packaging; Urban BoP
  • Rural BoP
  • Classification
  • West Bengal