ARTICLE INFO ABSTRACTPackaging is considered as one of the important factors of a product. A good packaging to protect the product from various damages. Apart from that packaging it sends some information to the consumers. The basic aim of this study is to determine influence of packaging elements' on consumer's buying behaviour. This research also identifies the relationship between the dependent and independent variables. This is a primary research and data has been collected through questionnaire and for analysis purpose using SPSS software. In this study samples of 150 respondents has been collected and analyzed. According to the findings of the research study, it has been observed that the packaging is the most important factor. It is further concluded that the packaging elements like Colour, Packaging material, Design of Wrapper and innovation are more important factors when consumers make any buying decision. It has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumer's purchase decision.
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