Boopalan Balu, Rajesh Jayapal, Ramanjaneyulu Mogili
Branding and Packaging are important tools used by sellers to communicate information to buyers of consequence. The physical attributes of the product may, consciously or sub-consciously, affect the choice of a consumer. Along with the purpose of identification, it differentiates the product from other products of similar nature in terms of usage and quality and establishes the trust of knowledge of an unknown seller in the buyer's mind. Even as the world moves into an online mode of shopping, the appearance and brand of the product visible onscreen is disseminated by the marketer. Previous research has predicted that the results of buyers of consequence picking a product heavily depends on their ability to recognize the brand and its significance communicated through novel packaging. The paper aims to identify the role of Branding and Packaging in influencing the decision of young consumers in India. The age group taken into consideration for the purpose of this research involves the 15-29 bracket of consumers. Non convenient sampling method was used to develop a sample for the questionnaire. The research also uses longitudinal exploratory approach to further understanding and change in the mind-set of young consumers over the years.